Customer Reviews Important for Ecommerce Sites

The internet has opened a lot of doors for consumers, giving them access to a range of retailers they would not have been able to reach physically in the past. It has also given them the opportunity to investigate unfamiliar products and services from the comfort of their own home, comparing retailer prices and testimonials to make an informed judgement before visiting stores or making purchases using the ecommerce sites.

A recent Nielson survey has shown that 63% of respondents thought the inclusion of customer reviews on ecommerce sites was the most important factor behind their purchasing decisions. This is likely to be because feedback from other consumers is seen as trustworthy; after all, it comes from a similar perspective to their own: 'what is this product / service doing for me, the customer?' The more feedback there is, the more objectively shoppers can view it. Interestingly, only 3% of respondents considered a review coming from someone they knew as being as important in their decision making – maybe because they view it as having too much bias.

So it's not necessarily who is making the judgement, but how many. Although on-line retailers might find the prospect of opening up their website to public feedback (both positive and negative) a little daunting, some well placed positive feedback at the bottom of a product page could be what swings the consumer's buying decision in your favour. After all, opinions will spread by word of mouth and across the internet, with or without your help – better to have the positive reviews on your site where they can convince shoppers to make a purchase.