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Customer Generated Reviews (E-WOM (Li and Zhan, 2011) (Ease of…
Customer Generated Reviews
Importance
Conversion
Eliminate Doubts about Product
Help Product Selection
63% more likely to make purchase with user reviews (iPerceptions, 2011)
Increase site "Stickiness"
Return
Longer Time
Reviews perceived as '
helpful
', greater value to companies - increased sales (Chen et.al, 2008)
Consumer Reviews 12x more
trusted
than descriptions
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)
Tripadvisor
External Review Database Sold B2B
Where most effective
Results Page
10-20% increased CTR
Product Pages
PPC ads
Limitations
Too many bad reviews - Between 1 and 3 deters 67%
Restricted to online customers
Investments into manual/automated systems to detect Fraud
Amazon
Incentivised Reviews (Free/discounted products)
E-WOM (Li and Zhan, 2011)
Ease of Comprehension
Para/sent/format length
#
Evidence Presence
(Yes/No)
#
Opposing Viewpoints
(Balanced content, neg/pos)
#
Comprehensiveness
Product features discussed/Rev length
#
Product Usage
(Yes/No)
#
Language Intensity
(Emotions/punctuation)
#
Argument Quality
Source Credibility
Perceived Review Helpfulness
Argument Quality/Credibility
Bad Reviews actually improves conversions by 67% - Increase Trust
Design
Overall aggregate score
Realism
Display name and location of customer
Review ratings
Gamification
Reviewers ranking - Authority "Top Reviewer"
Context
Age/Gender
92%< Trust recommendations from people they know (Global Trust Advertising Survey)
#
Argos
Filter Reviews
"Recommend a Friend"
