An increasing number of company websites contain reviews of products posted by customers. These may be feeds from specialist review sites like Reevoo or simply customer comments posted online. But do online customer reviews actually influence customer behaviour?
A recent post on the Church of the Customer blog about The Customer Review Effect describes some of the findings of a couple of recent studies on ‘Social Commerce’.
The key findings reported were that of the 28% of websites using customer reviews:
Site traffic increased for 77% of websites
Conversion rates increased for 56%
Average order rate increased for 42%.
These are mouth-watering figures for websites. Particularly as company websites are one of the most popular sources of information about products.
But there is a caveat. What do you do if your company’s products aren’t actually very good? Should you allow customers to post negative reviews? Or should you edit out the negative ones in favour of positive ones? Or should you post positive ones about your own products? The choice is yours. But be aware, it may be easier just to just fix poor products than to try and recover from the PR nightmare if you are caught cheating. And caught you will be.
What do you think? Do you provide customer reviews on your website? Or aren’t your products good enough to trust customer reviews?
Post a comment and get the conversation going.
Independent CRM Consultant
Interim CRM Manager