In 2016, fitness icon Colin Wayne found a baseball-themed steel monogram he wanted to purchase for his son. With the discovery of this niche product, he saw a unique opportunity to dive into the market headfirst, igniting his passion for building businesses. Wayne created Redline Steel, now the most innovative steel manufacturing and home decor brand selling direct-to-consumer. With his undying perseverance, marketing prowess, and commitment to philanthropy, he has cultivated a passionate fanbase and dedicated customer community.
Redline Steel’s customer community is an integral part of the brand, so Wayne immediately saw the immense potential value that user-generated content could have. “Our shoppers wanted to see other people using our products, and we wanted to show them,” said Wayne.
Redline Steel needed a partner that could help them collect and showcase as many user-generated reviews and ratings across as many marketing channels as possible to build the buyer confidence that would retain and engage those customers for the long haul.
By sharing customer content at early touchpoints, like on Google Shopping search results, on social media, onsite, and more, Redline Steel could build trust while staying within their target CPA budget.
By implementing Yotpo’s Reviews solution, Redline Steel could collect thoughtful reviews from their customer base — and then display that impactful content at the most crucial stops along the buyer journey.
To drive engagement at the early touchpoints, the brand features these reviews in search results. “What I love the most is Yotpo’s integration with the Google Shopping network,” says Wayne. “The power of visibility and trust is incredible. We’re the brand that stands out in the home decor space. There aren’t many other brands in our industry that have leveraged these reviews within Google as we have with Yotpo. It’s a massive power tool.”
Featuring reviews and ratings on Google Shopping has made a massive impact on the brand’s acquisition strategy. Now, Redline Steel invests heavily in expanding the reach of their UGC; in fact, they now display this content in social posts, retargeting ads, retention ads, and more. From these channels, shoppers then arrive onsite to see UGC on both the homepage and product pages, building trust and boosting conversion for new and return traffic alike.
With Yotpo, Redline Steel has collected over 245,000 customer reviews and 18,300 photos — and counting. This content, crawlable by Google, is pivotal for the brand’s SEO strategy, helping them rise to the top for key search terms, like “steel monograms.”
“User-generated content has been so powerful for us. Now, we can show shoppers relevant reviews when they search for our products and come to our site. Trust is vital, and Yotpo has played a significant role in boosting our conversion rates.” In fact, since partnering with Yotpo, Redline Steel’s conversion rates have increased by over 14%.
By leveraging this Yotpo-powered content, along with help from their agency partner MuteSix, Redline Steel has increased awareness of the brand while staying within their target CPA budget. The brand has seen a 60% decrease in CPA since leveraging UGC across their most impactful customer touchpoints, like Google Shopping ads in search results.
For a community-built and bred brand like Redline Steel, amplifying the voice of their customers on every channel is essential to continued success — with Yotpo, it’s easy.
