Customer Generated Reviews (E-WOM (Li and Zhan, 2011) (Ease of…
Customer Generated Reviews
Eliminate Doubts about Product
Help Product Selection
63% more likely to make purchase with user reviews (iPerceptions, 2011)
Increase site "Stickiness"
Reviews perceived as '
', greater value to companies - increased sales (Chen et.al, 2008)
Consumer Reviews 12x more
SEO Benefits (Attract more content)
Long tail targeting
Breadth of content/Consumer Language
Avoid Post Purchase Regret/Cognitive Dissonance
CRM & Leads
Signup Process = Behavioural process (Prefs, history, shopping habits etc)
External Review Database Sold B2B
Where most effective
10-20% increased CTR
Too many bad reviews - Between 1 and 3 deters 67%
Restricted to online customers
Investments into manual/automated systems to detect Fraud
Incentivised Reviews (Free/discounted products)
E-WOM (Li and Zhan, 2011)
Ease of Comprehension
(Balanced content, neg/pos)
Product features discussed/Rev length
Perceived Review Helpfulness
Bad Reviews actually improves conversions by 67% - Increase Trust
Overall aggregate score
Display name and location of customer
Reviewers ranking - Authority "Top Reviewer"
92%< Trust recommendations from people they know (Global Trust Advertising Survey)
"Recommend a Friend"