eVOC Insights recently announced results of a syndicated study comparing Amazon and Circuit City to Walmart and BestBuy. One of the primary findings was purchase preference was much higher at Amazon and Circuit City.

One of the primary reasons:

Circuit City and Amazon have product ratings and reviews. Walmart and Best Buy do not.

From the study: 

In general, 63% of users indicate they are more likely to purchase from a site if it has ratings and reviews. If executed properly, ratings and reviews can boost the confidence in making purchases as well as foster a trusted relationship with site visitors.

 

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Competitive Online Report Reveals Amazon And Circuitcity Preferred Over Bestbuy And Walmart

eVOC Insights & RelevantView
4/5/2006 11:42:52 AM

SAN FRANCISCO, CA and WESTPORT, CT —April 5, 2006— eVOC Insights, a customer experience consulting firm and, RelevantView, a leading technology provider of Web-based research solutions, announce the release of a new syndicated retail report Ratings, Reviews and the Customer Decision Process: Amazon vs. BestBuy vs. CircuitCity vs. Walmart. This report takes a closer look at how consumers interact with four leading online retail Websites and provides insights into what drives purchase preference.

As consumers research and purchase more complex items online, such as electronics, travel, and automobiles, online retailers want to identify what factors drive purchase decisions and what role online features and functionality, such as ratings and reviews, play in the customer decision process. The competitive retail report addresses this need and answers the following questions:

- Are users simply shopping for the best price or does the user experience drive purchases?

- How can online retailers empower users to quickly and intelligently narrow the pool of products online to best inform a purchase decision?

- Whether searching or browsing online, what tools and features are most likely to convert a shopper into a buyer?

-  What role do ratings and reviews play in the decision process?

More and more people are going online to not only research, but also purchase products online. While travel has made the fastest transition, retail and electronics in particular are following suit with close to half of users (47%) conducting research and also purchasing online. However, where users go to research and purchase is often not the same place. The Ratings, Reviews and the Customer Decision Process Report reveals best practices for improving the likelihood of attracting and converting shoppers into buyers.

Overall purchase preference is highest on Amazon and CircuitCity, despite BestBuy having almost twice the initial preference compared to the other sites prior to interaction. Among the four sites evaluated, BestBuy exhibits the least loyalty from its customers (only 29% compared to Amazon’s 58%). Despite some positive aspects to its customer experience and highly competitive prices, Walmart still does not garner the same following as Amazon and CircuitCity.

One of the key differentiating features that drives higher purchase preference is ratings and reviews, which both Amazon and CircuitCity employ. In general, 63% of users indicate they are more likely to purchase from a site if it has ratings and reviews. If executed properly, ratings and reviews can boost the confidence in making purchases as well as foster a trusted relationship with site visitors.

Download a free Abstract for this report: www.relevantview.com/sr_ora.asp

For more information about purchasing the full report, contact Liz Edison (415) 359-9802

To learn more about upcoming Syndicated Research or custom research provided by eVOC Insights and RelevantView, please visit: www.evocinsights.com or www.relevantview.com

About eVOC Insights

eVOC Insights, LLC is a customer experience consulting firm that focuses on Web strategy, usability, and
"voice of the customer" research. We combine innovative technology, comprehensive market research, and expert analysis to deliver actionable insights into the behavior, thoughts and attitudes of customers. It provides the most appropriate, cost effective methodology to meet customer’s research needs. eVOC is headquartered in San Francisco, CA. More information is available at www.evocinsights.com.

About RelevantView

RelevantView, LLC is a leading technology provider of web-based market research solutions, serving market research firms, advertising agencies, website design firms, usability professionals and website owners around the world. RelevantView supports web site usability and concept testing. RelevantView is headquartered in Westport, CT. More information is available at www.relevantview.com.