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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 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.
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.
Impact of ratings/reviews on online
retailers <ul><li>reported site traffic increases </li></ul>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
<ul><li>higher satisfaction reported for sites with reviews </li></ul>ForeSee Results (2007) 10% more likely to purchase from the retailer again 8% more likely to recommend the site to others 11%
Conversion rates are higher for
products with positive and negative reviews <ul><li>Negative ratings and reviews… </li></ul><ul><ul><li>make the site (and its products) more credible </li></ul></ul><ul><ul><li>increase comfort in purchasing (weaknesses are now known) </li></ul></ul><ul><li>"We're always surprised by how much negative reviews help drive sales." John Squire, VP of Product Strategy, Coremetrics </li></ul><ul><li>“ 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 </li></ul>