Why User Reviews Are a Must If You Have an Online Store
By Anna Johnson on May 5th, 2010Online shoppers regard customer product reviews as their no. 1 social media tool for helping them buy products. Almost two-thirds (64 percent) read user reviews always or most of the time before making a purchase decision, according to the PowerReviews’ 2010 Social Shopping Study.
PowerReviews’ survey of 1,000 consumers who shop at least four times per year and spend $250 or more annually online also indicates that today’s shoppers read more product reviews and spend more time reading them before making a purchase.
Over a third (39 percent) read eight or more product reviews and 12 percent read 16 or more reviews. In terms of reading time, 64 percent spend ten minutes or more reading user reviews, while 33 percent spend one half hour or more.
According to PowerReviews, the best thing online retailers can do to generate greater trust (and sales) among online shoppers is to enable user-generated reviews. This is even more important than providing customer service information or providing buying guides/expert opinions.
Indeed, a lack of customer reviews is the second biggest reason for online shoppers to leave a website when conducting product research (cited by 49 percent of shoppers), the first being poor product content (72 percent).
On the flip side, the more (genuine) user reviews the better. PowerReviews’ survey also reveals that the top factors degrading trust in product reviews are not having enough reviews (50 percent of respondents), doubt over whether they are written by real customers (39 percent), and no or limited availability of negative reviews (38 percent).
The message is clear: if you run an online store, don’t just allow but ENCOURAGE shoppers to post reviews – both positive and negative. It is highly likely to boost sales from both new and repeat customers.
