Shopify Ecosystem

Why You Should Double Down On Product Reviews In A Downturn

why-you-should-double-down-on-product-reviews-in-a-downturn

Reviews are more valued by consumers than other marketing investments

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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

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…and then convert them at a higher rate when they get there.

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Conversion Lift for Product Pages with 1+ Reviews

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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.

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The Importance of Recency & Volume

Consumers want quality review content, delivered frequently and in high volumes.

More reviews = more web traffic

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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?

Importance of Review Recency

Customers want reviews with detail

The Vast Majority of Consumers Go Beyond the Basics and Read the Actual Review Content

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