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Online reviews mean sales

Earlier this year, I asked whether manufacturers would post product reviews. Many retailers are doing it, of course, but too many manufacturers think allowing their customers to review their products is “risky”—there’s that word again. So, does the risk outweight the reward?

Yet another study came out yesterday with a resounding, “no.”
Deloitte’s Consumer Products group says that 62% of consumers refer to online product reviews and 80% of them say they influence their purchases. (I think the ither 20% are in denial—I can’t see how you can read anything that has no affect on your decision, even if it just confirms what you thought you knew.)
Every time a new study come out, it’s confirming that ratings and reviews are a key persuader. Have some bad reviews mixed in? Conversions are higher, probably because your customers believe the reviews are honest. Not sure that the effect will be positive? I’ve never talked to a company where conversions went down after adding reviews.
Your customers are seeking out this information, Why not keep them on your site to get it?

Mike Moran

Mike Moran is a Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also served as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website,, most recently as the Manager of Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He was a Senior Fellow at the Society for New Communications Research and is now a Senior Fellow of The Conference Board. A Certified Speaking Professional, Mike regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide

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