Amazon 是怎样用一项小策略创造了 27 亿美元的？ 试译
@ 2009-03-21 02:42:47 ，279 次点击！
可用性专家 Jared Spool 举了个很好的例子，Amazon 是怎样成功地为它的客户处理好了评论
的问题，并因此增加了 27 亿美元收入的。
上周，在这篇来自 The Economist 的文章中，Google 的零售行业总监 John McAteer 说，评论
的数量对于提高转化至关重要。20 是一个充满魔力的数字，20 条评论能让产品更具吸引力，
Jared Spool 在他最新的文章中讲述了 Amazon 的方法，非常简单，只是在每条评论的下面加
了一个问题：“这条评论对你有用吗？”就是这样简单的一个问题，帮 Amazon 将与产品最相
结评论的等级，这样对用户来说，数量庞大的评论易于管理，而对 Amazon 则更有用。
Jared 计算了一下，自从显示最有用的评论以来，媒体产品分类下的销售增加了 20%。总体而
言，这项功能对 Amazon 来说价值 27 亿美元。而之后的另一篇文章 example of a firm that
made $300m by removing the need to register before checkout《一公司通过取消付款前需注
册这一规定，增加了 3 亿销售》，也说明了小手段能产生多么大的影响。
没有必要每个卖家都采取这样的方式，因为很少有能像 Amazon 吸引这么多评论的。事实上，
Kelkoo 和 Reevoo 都问道，评论是否有帮助，能否让顾客更容易的快速浏览页面。Reevoo 提
在 Game 网站上，有些游戏有几百条评论，但是卖家没有采取措施帮用户利用这些评论。在侠
盗车手这个例子中，有 217 条评论，被分成了 40 多页：
有了这么多用户的反馈，而 Game 网没有加以利用。这是一个明显的例子，若是能将评论推荐
User reviews have proven to be an effective sales driver, but there is more to it than
just adding them to product pages. Once you start to get large amounts of reviews you
need be able to sort them in a meaningful way for customers.
Usability expert Jared Spool has a great example of how Amazon managed to solve this
problem for its customers and add $2.7bn to its bottom line.
In this article from The Economist last week, Google’s retail industry director John McAteer
says that the amount of reviews is crucial for increasing conversions, with 20 the magic
number, at which point the product becomes more attractive and inspires further reviews.
However, once the number of reviews reaches a certain point, and users have too many to
scroll through, then they need some help making more sense of them.
Amazon’s solution is described Jared Spool in his latest article, and was as simple as adding
the question: ‘was this review helpful to you?’ which helped Amazon to place the most
relevant reviews, and therefore the most useful ones for conversion, at the top.
Amazon quietly bumps the three most helpful reviews to the top. It tries to balance positive
and negative reviews, so shoppers get a balanced perspective. An interesting side effect is
how these selected reviews get more votes. If they are controversial (in that not everyone
agrees they were helpful), their ratio goes down, allowing the most helpful reviews to bubble
up past them. This makes it a self-managing system, letting the reviews people find the most
helpful to maintain their standing at the top of the list. The result is an understated
implementation that works great.
Other touches, such as allowing users to easily view the best negative or positive reviews, as
well as some handy charts that summarise review ratings, make the large number of reviews
manageable for users and more useful for Amazon.
Jared calculates that, since displaying the most helpful reviews has increased sales in the
media products category by 20%, overall this feature was worth $2.7bn to Amazon, and after
this example of a firm that made $300m by removing the need to register before checkout,
shows how small tweaks can make a big difference.
This doesn’t necessarily apply to all retailers, as few attract the sheer numbers of reviews
that Amazon, In fact, it’s hard to find too many UK e-commerce sites with a large number of
Kelkoo and Reevoo both ask if reviews were helpful, and this makes product pages easier for
shopper to scan. Reevoo provides a useful summary of scores, and displays review in order
of how helpful others found them:
On the Game website, there are a number of items with hundreds of reviews, but the retailer
hasn’t provided the tools to sort them and to help shoppers make more use of them. In this
example for Grand Theft Auto, there are 217 user reviews split across 40+ pages:
Having gathered so much user feedback, Game is not making the most of it, and this is a
clear case where the ability to rate reviews as helpful or otherwise could make them a
valuable resource for shoppers, and help increase conversions for the retailer