01 August 2013
Online reviews and ratings are very important because customers rarely purchase anything without consulting someone else’s opinion who bought the same thing.
As it turns out, I’m not alone in this. Many people share my view on rating and reviewing on eCommerce sites, and these are becoming very important, and influential, features for customers everywhere. A study by Reevoo shows that 81% of people “sometimes or always” consult reviews before purchasing a product online. Moreover, 60% were more likely to purchase a product from a website that offered reviews than one that did not (a study from iPerceptions has that number at 63%). Reviews are so valuable to consumers that a product with 50 or more reviews can increase conversions by a rate of 4.6%, and customers who interact with a product’s reviews are 105% more likely to purchase that product. The reason for this high conversion rate is that customers end up selling to each other. After all, it’s easier to trust someone else who has no affiliation to the website or company, than to trust the company whose primary aim is to get your money.
Having rating and reviewing options serves several purposes across multiple spectrums. For perspective customers, these features add a greater sense of trust in the website and a feeling of security. For recent shoppers, the opportunity to express an opinion on products gives them a chance to interact on the site, and feel like they are part of a community. For the companies themselves, the rating and reviewing feature offers give valuable (and free!) market research and, ultimately, they help increase sales (as the above statistics prove). Finally, rating and reviewing also helps your company’s SEO (Search Engine Optimization) by improving rankings in search engines, providing key words, and offering new information about what your company has to offer.
The biggest deterrent that stops companies from implementing rating and reviewing features is fear of negativity. While some might see bad reviews as a deterrent, to other prospects, it’s not that simple. If anything, less positive reviews give credibility and believability to the site, because they show that the company is confident enough in its products that a few bad reviews won’t matter. Reviews are subjective, and one person’s negative may be another person’s positive. After all, perhaps that dress wasn’t suited to their body type, or that printer was too big for their home office. Besides, there is something admirable about a company that’s so confident in their products that they trust their customers to review things as they see fit. If anything, their feedback provides you, the company, with invaluable information about what you should, and should not, be selling.
At Dynamicweb, we’ve taken all of this into account, and our standard eCommerce software gives you the option to add rating and reviewing to your eCommerce website. We understand how important this feature is to consumers, and it can be a great way to enhance your site, improve sales and help your business stand out from the competition. Learn more about our rating and reviewing features here.