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.