Reviews – Yay or Nah?

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Reviews – Yay or Nah?

With online shopping present more now than ever, we’re seeing consumers voice their opinions by leaving reviews on products they’ve purchased and other consumers seeking these reviews to aid them in their buying process. Almost 95% of shoppers state they do read reviews before making purchases, 72% do not purchase without reading reviews and 85% say they trust reviews as if there were personal recommendations. Even more shocking, reviews can increase conversion rates by 270% and 92% of shoppers are hesitant about purchasing products that do not have reviews.

Though the power of a positive review is growing, so is the power of a negative one. Consumers are more likely to leave a review if they have a negative experience and 82% of consumers look for negative reviews. The takeaway here – the individual consumer experience is more important now than ever before. With other consumers seeking both good and bad reviews for products, a few negative ones can be all to takes for a consumer to decide a product is not worth the purchase.

Another key piece to online shopping is the technology customers are using to make their purchases. Mobile shopping has increased from $1.5 trillion in sales of 2013 to $3.2 trillion in 2017. Mobile has become the most popular way to online purchase. In addition, 48% of shoppers state they spend more than they intended while shopping online, making the opportunity for profit even greater.

So, to capture the consumer we must encourage customers to: use review features by sending automatic satisfaction review emails upon product deliver, pay attention to the details for each individual customer in effort to eliminate negative reviews, and ensure that customers have an enjoyable shopping experience on whichever technology platform they prefer to use.


Haley Mitchell

Haley Mitchell

September 25, 2018at 10:18 am

I for sure always look at reviews, especially on Amazon but the more I think about it the more I wonder how accurate they are. Knowing that only people who are extremely satisfied or extremely unsatisfied with a product typically leaves reviews can completely skew the reviews to be inaccurate. And Yelp with recommended vs unrecommended reviews is a whole different story. But, I always appreciate the reviews because I am able to see why someone was unhappy with the product and can make a judgement call after that. Sometimes, I just feel like I have to read between the numbers to make sure before I believe what the stars tell me.

Caroline Young

Caroline Young

September 25, 2018at 10:26 am

I liked this post a lot because I take reviews into consideration so much, especially when ordering products on websites such as Amazon, where your not quite sure about the brand your ordering. This issue here is that you are right, people only ever want to write reviews when they have an issue. Why log back on and write a review when you could be out enjoying the product you ordered. I have turned away many products I may have liked because of one poor review. The other problem with reviews is that people fail to consider how preferences come into play. People take reviews like personal recommendations but what if the persons review does not meet your personal preferences. I do believe reviews are such a good tool for consumers but we should increase participation and use them with caution.

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