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BizReport : Ecommerce archives : April 09, 2015

User-generated reviews powerful conversion driver

Consumers in the UK will be spending more online in 2015 than ever before and, with increased online shopping comes increased talk about what they bought. Such conversations are a goldmine for retailers who can use them to enhance both websites and business.

by Helen Leggatt

Shoppers in the UK are set to spend, on average, £1,174 each online this year - up almost 10% on last year. And, as has become common when making a purchase in the digital age, many consumers will head online to share their shopping experience and review the products they bought.

According to a recent report from ratings and reviews company Reevoo, despite the plethora of user-generated content in the form of reviews and ratings, retailers have been slow to embrace the selling power of such content.

Retailers, says Reevoo in its 'The Pursuit of Happiness' report, need to "reclaim control of brand conversations" and, in turn, strengthen customer relationships "turning happy customers into brand advocates through user-generated content".

Seven out of ten consumers put a lot of trust in recommendations from friends over content written by professionals, and half trust reviews more than any other source. What better reasons are there for marketers to incorporate reviews into their marketing communications and website? According to Reevoo, websites that contain user reviews convert, on average, 3.2 times more sales than those without. However, those reviews must be verified to be genuine.

"Through reviews, blogging or social media, consumers are increasingly talking about their shopping and brand experiences across the digital landscape. Rather than ignore these conversations, retailers should be embracing them - good and bad - to enhance their marketing activities and improve every aspect of their business," says Peter Simpson, CMO at Reevoo.

"Incorporating user-generated content into a website is a powerful conversion driver, if that content is implemented and managed properly. An independent third party review service can validate feedback, and manage the process to make happy customers stimulate business growth."

Image via Shutterstock

Tags: ecommerce, retail, review trends, U.K., website experience

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  • Pretty interesting observations. One thing that has always surprising me is that customers feel more safe when day see a negative review among all 5 start reviews - this sends them a positive signal the reviews are not manipulated.

  • Helen Leggatt

    Very true. Having all shining reviews signals to many consumers that something's not quite right... another reason why businesses should be discouraged from deleting less-than-glowing reviews!



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