Small Businesses Integrating Product Reviews Get More Sales
By Anna Johnson on December 3rd, 2009According to research by RatePoint, small businesses that integrate product reviews on their websites tend to see increases in their sales.
RatePoint’s research found that of the 30 percent of small business retailers that had incorporated product reviews into their websites, 43 percent said reviews led to more sales, while 28 percent said they led to more traffic.
RatePoint’s findings confirm other research that allowing product reviews tends to elicit greater trust among website visitors, resulting in more sales.
RatePoint’s July 2009 survey data showed that reviews were six times more likely to impact a business positively than negatively. Meanwhile, other research indicates that consumers are relying on reviews when making purchase decisions. According to Deloitte & Touche, more than 82 percent of those who read reviews said their purchasing decisions were directly influenced by those reviews.
Readers of reviewers also tend to share their findings, with Deloitte & Touche finding that 69 percent of consumers who read reviews share them with friends, family or colleagues.
