Careful Now! Using Customer Reviews and Testimonials Wisely
User reviews and testimonials can be a really beneficial – and profitable – selling tool for businesses.
The clothing retailer figleaves.com found that, “Products with reviews have a 35.27% higher overall session conversion rate”, than those without reviews.
While the computer giant Dell discovered that the conversion rate doubled when shoppers viewed customer ratings, reviews and testimonials.
As user reviews can clearly dramatically influence buying decisions, more and more sites allow users to post opinions. While the broadcasting of these opinions has the potential to increase conversion rates – brands should be wary.