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BizReport : Ecommerce archives : May 12, 2014

How on-site reviews give back to shoppers

Should online retailers make reviews a focal point on their website? It's a question more and more etailers are asking as they try to make a bigger impact on shoppers. According to one expert - definitely, and here's why.

by Kristina Knight

Kristina: What is the big deal about on-site review links or quotes?

Jan Vels Jensen, Chief Marketing Officer, Trustpilot: According to a study conducted by Search Engine Land, 72 percent of consumers trust online reviews as much as they trust personal recommendations. By displaying reviews on their websites, online retailers send a positive signal to potential customers that they care about service and can be trusted to deliver their products as advertised. Any retailer can differentiate itself from the competition by displaying customer testimonials, which are key decision-making criteria, front and center on her site.

Kristina: What is the impact of authentic customer reviews?

Jan: Sites that feature authentic customer reviews tend to convert visitors into buyers more than sites that don't. Research shows that 90 percent of consumers have had a buying decision influenced by a positive online review.

Kristina: What does this kind of content 'give back' to brands?

Jan: online reviews give brands valuable insight by providing real-time customer feedback. Take Zappo's, for example. The brand is "powered by service," so it, or any other brand whose reputation hinges on stellar customer service, will want to know right away if there are any threats to that perception and if it is in fact delivering on the brand promise. Online review platforms allow brands to keep their ears to the ground, hear from their customers first hand, and respond to those reviews in real time.

More from Jan and TrustPilot tomorrow, including how retailers can ensure reviews are seen.

Image via Shutterstock

Tags: ecommerce, on-site reviews, product reviews, retailer reviews, TrustPilot

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