Connecting with consumers online can be vital to promoting products and influencing purchasing decisions. So how can you connect with consumers online when the interface is intrinsically impersonal? The answer is…customer reviews. Think of them as a series of word-of-mouth referrals from one consumer to the next.
A new study conducted by PowerReviews, which bases its insights on the behavior of 9,000 customers and 1.2 million product pages, shows just how integral references and more specifically, recent references, can be to purchasing decisions. According to the study, a whopping 80 percent of all shoppers and 92 percent of Gen Z shoppers are less likely to buy a product online if it has no reviews. Customer preferences also skew in favor of products with more reviews. When all other factors are even, consumers are 64 percent more likely to purchase a product with 1,000 reviews over one with 100. That figure is also significantly higher for Gen Z at 80 percent.
“Review volume remains incredibly important to consumers. There is no optimal number when it comes to review volumes: it depends on the site, product and category,” said PowerReview’s VP of Marketing, Andrew Smith, in a press release. “However, considering web visitors exposed to 5,000+ reviews convert at a rate that’s 296.2% higher than those exposed to no reviews, it really is a case of the more the merrier.”
Reviews can’t be manufactured; instead, they must have organic roots. So what steps can your business take to get more reviews? According to PowerReviews, the first step is to simply send customers a link to review the product. If that doesn’t work, then there are plenty of simple ways businesses can incentivize customers to write reviews. These incentives can take many forms including sweepstakes entries, free shipping, and small gift cards. Get creative with it; the more you can engage with your customers, the more likely they will be to remember their product purchase and be a return customer.
In other news, Pro-Ject, an Austrian turntable manufacturer, has announced the release of its first automatic turntable, the A1 Turntable. The device is handbuilt in Germany and features an Ortofon OM10 cartridge attached to an 8.3-inch aluminum, low-mass tonearm. The A1 Turntable also has an aluminum platter with a dampening ring and electronically controlled playback speeds to promote audio stability.
WHAT WE’RE READING…