A new report from MarketingSherpa was released that featured a section on the effectiveness of ratings and reviews.

You can read the summary here. In short the study found that 58% of online shoppers prefer sites that feature ratings and reviews…


This is one more data point to support others (see our stats page):

  • 71% of online shoppers read reviews, making it the most widely read consumer-generated content. (Forrester)
  • 77% of online shoppers read consumer product reviews and ratings (Jupiter)
  • Ratings and Reviews is the second most important site feature behind search and online buyers who site ratings and reviews most useful site feature has more than doubled from ’05 to ’06.  (Jupiter)
  • 92% deemed customer reviews as “extremely” or “very” helpful and ~ 71% used keyword searches to find products. (eTailing Group)
  • After their order, PETCO asked customers, "What online tool most influenced your purchase decision?" The #1 answer was Product Ratings & Reviews, with site search coming in a distant second. (PETCO)
  • CompUSA exit survey: 81% consider the availability of customer reviews to be Very important (33%) / Somewhat important (48%) (CompUSA & iPerceptions study)
  • 63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews. (CompUSA & iPerceptions study)
  • 39 percent of those who bought from sites with reviews cite the reviews as the primary factor influencing the purchase decision. (Foresee Results Study, 2006)
  •  48% of online shoppers seek reviews before purchasing (eVoc Insights)

This is third party research. We also have about 20 case studies demonstrating different ways clients are using reviews to make impact in conversion, AOV, margin, loyalty and lower returns.

Is there enough support that ratings and reviews are effective. Um, yeah. But we are always looking for more!

3 Responses to “Sherpa Study: 58% Prefer Sites with Reviews”

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