When you are using Amazon to find a product what do you do? You search, read the short description perhaps, and then probably the most important thing is you look at the reviews. How many good reviews has the product had? What are the bad reviews saying?
People like to buy things based on what others are saying about them, we automatically trust the buyer more than the seller. The seller will always sing their own praises, but the consumers will tell you the truth.
Very often people will simply buy products because they have high reviews, even if they are more expensive than a similar item with no or poor reviews. I know I do. I like to read the reviews to see if the product does what it is supposed to and if it is any good.
Studies have shown that the effect of having reviews on your site can be tremendous.
NetShops, which uses PowerReviews services ran a study which determined that reviewed products experienced a 26% lift in sales.
Using reviews on email marketing has lead to some astonishing results. Golfsmith International Inc. used some tests which showed that emails with reviewed products generated 42% more revenue than ones without.
It is important to note that consumers can read through fake reviews, also just one or two reviews are not enough. PowerReviews say that a minimum of 20% of products on a site need to have at least 3 to 5 reviews each in order to have any real social effect.
For some businesses, like mine, product reviews are not really possible, in these cases testimonials or case studies do the same job. Have you read our testimonials?
Our Piston Commerce software includes product review functionality, are you using it to its full extent?