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Stories & Ink Increases Conversion by 255% With Customer Content

Stories & Ink products
Health & Beauty icon Health & Beauty
Platform Shopify
Location UK
Product logo / Logo / Reviews Reviews
0 %
Lift in CVR after engaging with UGC
0 %
Order-to-review rate
Average # photos per product


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.


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
Person with tattoos on a bed


Main Takeaways
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
Stories & Ink review request email
Stu Jolley

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

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


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

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