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
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.
Conversion Lift for Product Pages with 1+ Reviews
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