One the most valuable assets in word-of-mouth marketing are e-commerce reviews. Consumers are consistently and increasingly visiting brand and retail sites, as well as third-party review platforms, to read about others’ experiences with products and services before they buy. Did you know that 88% of consumers trust online reviews as much as personal recommendations? Trustworthy reviews from consumers go a long way towards making your product trustworthy which increases the likelihood of purchase.
Findings from a 2015 survey from Crowdtap further support this phenomenon. When asked what influences them to make a purchase, respondents ranked “product ratings and reviews (such as Amazon reviews)” as their number one source of influence. This was even over recommendations from friends and family on social media.
Millennials from the Crowdtap survey also ranked “ratings and reviews” as their most important influence but at an even higher percentage than non-millennial respondents. Which concurs with the 2013 Social Trends Report from Bazaarvoice which revealed that, “Before ever entering a store, 62% of millennial shoppers already know what they want to buy through prior online research. Eighty-four percent of them say consumer-written content on brand sites influences what they buy.” And looking beyond just millennials, Google reports that, “70% of Americans say they look at reviews before taking the next step to conversion.”
What’s really interesting is it’s not simply the presence of e-commerce reviews that makes a difference but the number of reviews a product/service/business has that really influences the decision to buy. Bazzarvoice reports that, “The number of reviews and average rating on a product correlate closely with conversion to purchase.” For instance, “in the Beauty product category, when the number of reviews increases from 1 to 15, we see a 56% increase in orders.”
Even if that increased number includes “not-so-stellar” reviews, conversion rates are still higher, by as much as 67%! Why is that? As this Forbes article concludes, “A blend of good reviews and bad reviews shows that you aren’t trying to hide anything, and makes the good reviews seem more sincere.”
Do you want to see an increase in e-commerce reviews for your product? One2One Network has produced over 2,000 e-commerce reviews since 2015. One recent e-commerce campaign with a major cookware brand resulted in 600 reviews for 41 product SKUs.
Our network of influencers are ready to review your product and leave valuable feedback on your brand site or a retail site such as Amazon.com.
Request a proposal or call us at 203-340-2257