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Study: Customer Reviews Boost Conversion

Posted By Robert Gorell On August 7, 2007 @ 10:31 am In B2C,Consumer-Generated Content,Customer Reviews,Improving Conversion,Research | 8 Comments

Reviews boost conversioneMarketer reports on a new study by e-consultancy [1] and Bazaarvoice [2], suggesting that customer reviews boost conversion, traffic, and average order value [3] in a big way.

Nearly all survey respondents thought ratings and reviews were either extremely helpful or very helpful “as consumers.”

“Tapping into social commerce can be a great way of gaining a competitive advantage, for example through ratings and reviews,” Linus Gregoriadis, E-consultancy’s head of research, said in a statement. “But apart from the early adopters, this is something a large proportion of online retailers are only just starting to think seriously about.”

Mr. Gregoriadis said one-third of online sellers were concerned about negative reviews — a major barrier to adoption of ratings and reviews — “but retailers are finding that they can improve conversion rates, drive sales and increase customer satisfaction even if customers aren’t necessarily singing their praises all the time.”

Of course, some [4] are better at implementing customer reviews than others [5], but it’s clear that reviews are becoming an expected part of buying online. The Church of the Customer blog calls this trend “a no-brainer [6]” and we couldn’t agree more.

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/08/07/study-customer-reviews-boost-conversion/

URLs in this post:

[1] e-consultancy: http://www.e-consultancy.com/

[2] Bazaarvoice: http://www.bazaarvoice.com/

[3] reviews boost conversion, traffic, and average order value: http://www.emarketer.com/Article.aspx?id=1005226&src=article1_home

[4] some: http://www.grokdotcom.com/2007/07/19/say-what-you-will-about-walmartcom-seriously/

[5] others: http://www.grokdotcom.com/2007/08/06/advertisers-to-burn-100-bills-in-times-square-bonfire/

[6] a no-brainer: http://www.churchofthecustomer.com/blog/2007/08/the-customer-re.html

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