Reviews are more valued by consumers than other marketing investments
Most popular shopping considerations for consumers
Ratings and Reviews are second only to price
Familiarity with Products or Brands
Family/Friends Recommendations
Values of the Manufacturing Brand
Brands/Influencers on Social Media
Price is – unsurprisingly – the primary shopper consideration during a downturn. Reviews provide justification for high price ticket items and drive product discovery for price-sensitive shoppers open to trying something new.
Reviews pull more shoppers into your funnel…
Impact of Average Star Rating on Page Traffic
…and then convert them at a higher rate when they get there.
0 %
Conversion Lift for Product Pages with 1+ Reviews
0 %
Conversion Lift for Shoppers who Interact with Reviews
It’s not even just digital shopping journeys where reviews have impact
Factors Consumers Consider When Researching In-Store Purchases Online
Product information (dimensions/sizing, material, etc)
Pictures and videos from previous purchasers
Professional pictures and videos from the brand
But… not just any review program will do.
The Importance of Recency & Volume
Consumers want quality review content, delivered frequently and in high volumes.
More reviews = more web traffic
No reviews? Big problem. Product Detail Pages (PDPs) with zero reviews account for 60% of all PDPs on the internet but only attract 12% of web traffic.
More reviews = more conversions
Conversion Lift Relative to Number of Reviews Displayed
101-250 Reviews Displayed
251-500 Reviews Displayed
501-1000 Reviews Displayed
1001-5000 Reviews Displayed
Stale reviews are a big shopper turn off
How important is the recency with which reviews are written to you when considering buying a product?
Customers want reviews with detail
The Vast Majority of Consumers Go Beyond the Basics and Read the Actual Review Content
