Interesting data from an Emarketer email on Friday, states that 9 out of 10 online buyers read reviews before making an online purchase decision. The data was compiled by Power Reviews and the e-tailing group who surveyed over one thousand buyers. The survey members also said that they read between 4-7 reviews while deciding what to purchase.
What does this mean to web managers, marketers and businesses alike?
That consumer are becoming more powerful every year. They are increasingly looking to the internet for answers and other digital citizens reviews are the currency they value. Opinions are everywhere on the internet; blogs, boards and search results are being seen by average consumers who trust this content. And as this content level rises, reputation will become the driving differentiator to whether consumers buy product a or product b.
By starting a dialogue between you and your customers the lines of transparency are opened up. You will reap the benefits of an empowered consumer. That value is two-sided and you will learn as much from the comments as the people making a purchase decision who stumble upon them. Additionally, the CRM benefits are tremendous as you continuously refine your service or product these comments.
If you are building, redesigning or planning a new e-commerce site user reviews and community will become important aspects to any plan and these numbers only reinforce the growing importance.
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