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Your Users Trust Each Other, Not You: Why and How to Implement Ratings and Reviews
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Your Users Trust Each Other, Not You: Why and How to Implement Ratings and Reviews



Ratings and reviews have been a staple of good online experiences for years, yet many organizations still resist the onslaught of user opinions on their own sites. Are ratings and reviews right for my ...

Ratings and reviews have been a staple of good online experiences for years, yet many organizations still resist the onslaught of user opinions on their own sites. Are ratings and reviews right for my business? How much do my users want them? What\'s the ROI? How do I deal with negative reviews? And if I go ahead with ratings and reviews, what are best practices for designing and implementing them? How do I make them useful and usable? Learn the answers in a session jam-packed with strategies and data for the business folk and practical tips and examples for the design folk. Presentation by Steve Mulder.



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Your Users Trust Each Other, Not You: Why and How to Implement Ratings and Reviews Your Users Trust Each Other, Not You: Why and How to Implement Ratings and Reviews Presentation Transcript

  • Steve Mulder Why and how to implement ratings and reviews Your users trust each other, not you
  • Why implement ratings & reviews?
  • People don’t trust you
  • 76% of American consumers believe companies don’t tell the truth in advertising Yankelovich (2005)
  • 60% have a much more negative opinion of marketing & advertising than a few years ago Yankelovich (2004)
  • People do trust each other
  • 78% say consumer recommendations are the most credible form of advertising Nielsen (2007)
  • 83% say online evaluations and reviews influence their purchasing decisions Opinion Research Corporation (2008)
  • 84% trust user reviews more than critics’ reviews MarketingSherpa (2007)
  • Trust in “person like me” tripled to 68% from 2004-2006 – biggest influencer to consumers Edelman Trust Barometer (2006, 2007)
  • Think beyond products Content Topics Features People Places Companies Events
  • 76% use online reviews to help make purchase decisions Forrester Research (2007)
  • 63% of consumers are more likely to purchase from a site offering ratings/reviews eVOC Insights / RelevantView (2006)
  • 69% of those who read online reviews share them with friends, family, or colleagues Deloitte & Touche (2007)
  • What about B2B?
  • 93% consider ratings and reviews valuable or very valuable for the business user Christian C Carlsson dissertation research (08)
  • 58% have removed a supplier as an option because of a negative rating/review Christian C Carlsson dissertation research (08)
  • What do the adopters think?
  • Although only 25% of top ecommerce sites have ratings and reviews so far… Forrester Research (2007)
  • 96% of those sites rate them as an effective or very effective merchandising tactic Forrester Research (2007)
  • Reasons merchants added online reviews
    • Improving the customer experience
    E-Tailing Group (2008) 58% Building customer loyalty 47% Driving sales 42% Maintaining a competitive advantage 37%
  • What’s the ROI?
  • Impact of ratings/reviews on online retailers
    • reported site traffic increases
    E-consultancy and Bazaarvoice (2007) 77% reported improved conversion rates 56% reported higher average order values 42%
  • NetShops found that reviewed products experience a 26% lift in sales College of Information Science, University of Nebraska (2007) Product with no review Product with reviews
  • Petco let users sort products by rating and saw sales increase 41% per visitor Petco (2007) Before rating sort After rating sort
  • Bass Pro Shops users who viewed Top Rated Products had a 59% higher conversion rate Bass Pro Shops (2007) Average visitors Viewers of Top Rated Products
  • Impact goes beyond the sale
    • higher satisfaction reported for sites with reviews
    ForeSee Results (2007) 10% more likely to purchase from the retailer again 8% more likely to recommend the site to others 11%
  • SEO
  • Customer support
  • 200% ROI in one year Forrester’s calculated ROI for ebags.com implementation of ratings/reviews
  • Benefits beyond the Web
  • Petco saw a 500% increase in email clickthrough after including ratings/reviews Petco (2008) Before ratings After ratings
  • 93% of adults research products online before purchasing in a store BIGresearch (2007)
  • 24% of those online have used online reviews before buying a service delivered offline comScore / The Kelsey Group (2007)
  • The challenge of negative reviews
  • “ People only write reviews when they’re mad or disappointed”
  • 80% of reviews are positive Forrester (2007)
  • Breakdown of ratings submitted on all Bazaarvoice client sites 1 2 3 4 5 70% 60% 50% 40% 30% 20% 10% 0% Bazaarvoice (2006)
  • “ Negative reviews scare others away”
  • Conversion rates are higher for products with positive and negative reviews
    • Negative ratings and reviews…
      • make the site (and its products) more credible
      • increase comfort in purchasing (weaknesses are now known)
    • "We're always surprised by how much negative reviews help drive sales." John Squire, VP of Product Strategy, Coremetrics
    • “ When customers see a mix of different ratings they are more apt to trust the review process…. Negative reviews help customers affirm they've vetted all concerns before making a purchase decision.” Don Zeidler, Director of Direct Marketing, Burpee
  • Negative reviews can lead to product improvements
  • Turning a negative into a positive
  • Best Practices
  • Best Practices Item Page
  • Make ratings & reviews discoverable: location, context, prominence
  • Stick to what’s familiar: stars
  • Use the familiar 1-5 scale
  • Consider ratings by attribute
  • Show date of review
  • … and reviewer info
    • Name/nickname
    • Contributions
    • Relevant profile (e.g., location)
    • Member since
    • Badges
    • Stats
    • Personal info
    • Connections
  • Reviewer actually owns it
    • Helpful votes
    • Report/offensive
    • Comments
  • Respond to negative reviews
  • Average rating and number of ratings
  • Distribution of ratings
  • Trend over time
  • Sort reviews (also by helpful)
  • Friends’ reviews
  • Summary of reviews
  • Parsing by attribute
  • Cross-selling / merchandising
  • Best Practices Beyond the Item Page
  • Show ratings on listing pages
  • Search results pages too
  • No ratings shown???
  • No way to filter or sort by rating???
  • Sort by highest rating
  • Filter by rating
  • Filter by rating
  • Give users more control
  • Show ratings from people like me
  • Promote using ratings
  • Merchandise/promote using “top” lists
  • Cross-sell using “top” lists
  • Best Practices Eliciting Reviews
  • 19% of US online adults write an online review at least monthly Forrester Research (2008)
  • Step 1: Ask!
  • Step 2: Invite reviews via email follow-up
  • Step 3: Invite reviews via your site
  • Incentives can help, but rarely needed
  • Recognize top reviewers
  • The easier the better
  • Clean design, few distractions, helpful tips
  • Keep registration barrier low
  • Encourage detail, prod with questions
  • Don’t go insane
  • Let people preview their review
  • Set expectations for posting
  • Moderate lightly
  • Implementation options
  • [email_address] Let your customers talk slideshare.net/MolecularInc