---
url: /case-studies/stories-and-ink-case-study/
title: "Stories & Ink | Yotpo Case Studies"
description: "Learn how tattoo aftercare brand Stories & Ink leverages real customer reviews and visual user-generated content to drive conversion."
canonical: https://www.yotpo.com/case-studies/stories-and-ink-case-study/
---
[Case Studies](/case-studies/)

# Stories & Ink Increases Conversion by 255% With Customer Content

- **Industry:** Health & Beauty

- **Platform:** Shopify

- **Location:** UK

- **Products:** Reviews & UGC

- **Websites:** [storiesandink.com](https://www.storiesandink.com/)

- **255%** Lift in CVR after engaging with UGC

- **6%** Order-to-review rate

- **27.5** Average # photos per product

## About

Two friends, Simon Forster & Stu Jolley, set out to put a completely new product on the market: the first ever long-term aftercare product for tattooed skin. They created Stories & Ink, a tattoo-first skin care brand that promotes diversity, inclusion, and offers a product suited for all people.

### Challenge

Main Takeaways

Stories & Ink was a retail-only brand, providing little insight into their customers' needs

Wanting to get closer to their customers and truly understand what they wanted, the team made the move to D2C

They needed a tech stack fit for a D2C brand, complete with Reviews and Visual UGC

### Solution

Stories & Ink chose Yotpo to help build a brand that put their real customers front and center

The brand collects first-party data by asking custom questions about customer needs, including ink coverage, tattoo style, body coverage, & age, providing new, impactful insights

Before & after pictures and video reviews give the brand a sense of their customers, their brand experiences, and their personal stories

Reviews help Stories & Ink gain direct feedback on the customer experience they provide, and these insights are vital to their business decisions and operations

> ”We are a community-driven brand. We love Yotpo because it gets us so close to our customers.”

> Stories & Ink Stu Jolley, Co-founder, Stories & Ink

### Results

Main Takeaways

New content is dynamically displayed onsite, increasing conversion from visitors who engage with Visual UGC by 255%

6% order-to-review rate, significantly higher than the industry average of 1%

Stories & Ink uses hundreds of customer reviews, photos, and videos they’ve collected to tell their brand journey and make their customers feel like they are the heart of their brand