An e-tailing group study commissioned by PowerReviews has further revealed the necessity for customer-generated product reviews on e-commerce sites.
It seems the majority of online shoppers want to hear what people like them have to say about the product they’re researching. Almost 70% of customers looked at more than 4 reviews before making a purchase.
The study also gives a sense of how long visitors spend reading reviews before their purchase (50% spend over 10 minutes) and found that most people read reviews once they’ve narrowed down their search to 2 or 3 products.
Just having reviews isn’t going to cut it, though. E-tailers must give the would-be customer something more if they want them to come back to their sites — not just to research, but to buy. If more than 50% of customers spend over ten minutes looking at reviews, that shows they’re looking for more than just an overall “star rating.” For instance, one way of boosting your reviews’ credibility is having a “pros and a cons” field for visitors to fill out. This will show visitors that you welcome criticism and are confident in your products, while making the reviews that much more valuable to other visitors.
Here are some tips and a screencast from Bryan to help plan and optimize your review system.