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What Motivates Shoppers To Write Reviews?


If there’s one thing we can say with certainty, it’s this: reviews matter. A lot. Research tells us nearly 94% of consumers always or regularly read reviews when shopping online; 57% of consumers do so when shopping in a brick-and-mortar store. 

The very presence of this content drives traffic and conversion for brands and retailers – and provides a boatload of insights for improving products, services, and experiences. 

Clearly, reviews are a powerful tool for consumers and businesses alike. So it’s no surprise that one of the most common questions we get from brands and retailers is, “how do we generate more of this content?”

The good news is, many consumers are willing to contribute ratings and reviews – under the right circumstances. But what exactly are the ideal conditions for review generation? 

Recently, we surveyed more than 9,000 adults in the U.S. to understand what motivates them to write reviews – and what factors impact their likelihood of doing so. In this report, we’ll share our key findings from this survey. 

By understanding the behaviors and motivations of consumers, brands and retailers can more effectively create the right conditions – and start generating more reviews that’ll boost shopper confidence and conversion rates. 

Special thanks to our friends at PowerReviews for their insights on this topic.
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