March 1,2016 -

Why Customer Reviews Matter?

Why Customer Reviews Matter?

Online reviews have become such an ordinary part in the buying process for people that every online retailer needs to be thinking about them. Customers are now willing to convey their thoughts and opinions of products & services on public platforms. Online reviews have become confidence booster to customers and they are now essential for all eCommerce sites.


  • 61% of customers read online reviews before making a purchase decision (Econsultancy, July 2015)
  • Markets have been relying on word of mouth (electric word of mouth) so much that now, consumer reviews are significantly trusted more (nearly 12 times more) than the description that come from manufacturers (eMarketer, February 2010)
  • 67% of consumers read 6 reviews or less before they feel they can trust a business enough to make a purchase. (MarketingProfs, July 2014)
  • 47% of Britons have reviewed products online, which suggests there is no shortage of people to provide their opinions(Econsultancy, November 2011)

Bad Reviews are valuable too

Many businesses fear of bad reviews, however having a few negative reviews could actually help. A good mix of positive and negative reviews helps to improve consumer trust as having good reviews alone would not be realistic.Therefore bad reviews give credibility to your good reviews and serve as proof that they’re not all made up.


  • 68% of consumers trust reviews more when they see both good and bad scores, while 30% suspect censorship or faked reviews when they don’t see any negative opinions on the page (Econsultancy, July 2015).
  • Ecommerce expert Reevoo finds that negative reviews can improve conversion rates by nearly 67%

SEO benefits

Reviews have real value for consumers, however they also valuable for retailers, if they know how to make use of it properly. Reviews are powerful and when used effectively, they can help you boost sales.


  • Reviews increase conversions

There is a strong correlation between reviews and conversions, they can eliminate any doubts potential customers may have about a product, or help product selection.


  • Increases clickthroughs from search engine pages

Customers will first look for product reviews, once a product has been clicked on, prospective customers will then compare reviews. Thereby having reviews on your product page, you increase the chances of picking up these customers who would never have found your site otherwise.


  • Customers usually write reviews using natural language

By nature, customer reviews provide unique content as people leaving reviews tend to use the same language that other people will use when actually searching for them. It’s an easy and quick way for online retailers to increase search engine rankings on result pages without much effort on their end.

Features of a few Review sites

Review Sites Cost Pros Cons
  • Get started free up to 100 invitations per month.
  • Lite $399 per month.
  • Pro $799 month
  • Enterprise where you can request for a quote.
  • Zero tolerance policy towards fraud.
  • No company can delete or otherwise censor reviews.
  • Detection software helps to remove reviews identified as fake.
Allows businesses to selectively display reviews about them


Controversy about featuring fake reviews for Buzzyloans

  • For pricing please contact Reevoo for a quote.
  • More than 60 countries and in 30 different languages.
  • Simple to use, with a database of 5 main categories; Phones & Computing, Entertainment, Photography, Home & DIY, and Toys & Baby.
  • Verify whether the person writing the review has actually purchased the product.
Limited mainly for medium to enterprise level business


Not very reliable as some reviews may be misleading

  • Free Trial
  • For pricing on Small Business, Professional & Enterprise packages contact Feefo
  • Does not allow fake reviews
  • User friendly whether as a customer or merchant
  • Genuine and trustworthy
  • Google Licensed Content Partner
  • Share reviews across social networks
Controversy on fake and paid-for reviews scenario. However Feefo has appointed ISO (International Standards Organisation) Committee for Online Reviews, to help establish the first global set of standards and accreditations for in the Online Review space
Power Reviews
  • 30 day free trial
  • Basic Sliver – $99 per month
  • Advance Gold – $199 per month
  • Power Platinum – $299 per month
  • Open Syndication Network– the industry’s largest
  • Automated post-purchase messages & Social Loyalty rewards
  • Syndicating your reviews to Google
  • Uses advanced fraud technology.
  • Easy to use & optimized for mobile
Limited mainly for medium to enterprise level business
Trusted Shops
  • From €49 per month
  • Improve your ranking for search engines
  • Show your Google stars in the search results, in your AdWords and Shopping campaigns
  • More than 25,000 online shops use Trusted Shops & has been in Europe for 15 years
Complains on poor customer services after sales
  • For pricing please contact eKomi for a quote.
  • Legally-compliant SaaS solutions that allow to position third-party validated customer ratings
  • Google Product Integration
  • Cloud-based S-Commerce platform
  • Working with 14,000+ companies globally & available in 26 languages and in 12 countries
Criticism about trust and accuracy & that eKomi does not welcome negative reviews


How to attract customer reviews

Employ a third party review platform, where it integrate all the reviews in to the retailer’s site and works mainly on attracting reviews. Therefore third party affiliation means less work for the online retailer and also assures guarantee. Make the process simple as possible so that even users that may not have a lot to say, or may have a limited attention span would still leave a review.


  • Click-and-rank option, which provides a useful summary score to add to product pages.
  • Schedule emails post-purchase, after giving customers enough time to use the product.
  • Offer incentives such as voucher codes/competition entries for customers leaving reviews.

In conclusion reviews are proven sales drivers, and has become an essential factor that a majority of customers will seek before deciding to make a purchase.It suggests that without a healthy number of reviews, retailers will miss out on the full benefits of eCommerce such increased traffic, higher conversion rates, invaluable business insight and improved customer loyalty. It’s a method of sharing an online shopping experience, after all maybe it’s just a part of the browsing process!


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