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Review Count & Buyer Psychology
A large number of product reviews look impressive but could be a problem.
Let’s start by understanding the buyer psychology of reviews:
- Reviews drive conversions. According to Reevoo stats, 50 or more per product can mean a 4.6% increase in conversion rates.
- Reviews also reduce return rates. Products with 50+ reviews have a return rate that is half of those with less than 5. (Bazaarvoice.com research).
- Consumers are 124% likelier to buy from a smartphone after reading a positive review.
Readycloud.com has 20 more such stats around the conversion power of product reviews.
The trouble starts when you end up with a huge number of reviews.
Casper.com’s Original Mattress has 19,154 reviews:
So, what is the marketing team to do? Casper has an excellent solution. They allow shoppers to sort reviews by keywords.
Keywords like: Comfort, Body Pain, Couples, Motion Isolation, Sleeps Cool, Trial. This is brilliant.
Dearborn Denim has a similar solution:
There’s more
For a long time I’ve been convinced there must be a better way to deal with customer reviews, especially in cases where the review count is really big. If you’re looking for a radical idea to use product reviews to improve conversion rates click here.
