We’ve all been there. You’re staring at that new shirt, the one you saw Justin Timberlake in that just spoke to you.
Yeah, I’m talking about this one:
But there is one thing standing in the way, and that is social validation. You see, when I’m making such a bold purchase, I want to be sure my fellow trendsetters are happy with their purchases as well. So I mosey on over to the reviews tab for some peer feedback.
Not everyone can be a trendsetter like me, but I’m sure this process is very familiar, the process of checking reviews before making a purchase. 92% of Americans self-report that they routinely check online reviews before making a purchase.
So, is your review game strong?
According to L2 Insights, only 6% of brands are using reviews in the most effective way possible. That is by featuring industry expert evaluations and pulling reviews from third-party sites. Here is an excerpt from L2’s blog with 2 examples of companies doing well;
Best Buy dedicates a separate section of product reviews to evaluations conducted by established publishers. In addition to this, the big box retailer provides a short meta-review on the general sentiment of expert reviews, similar to Rotten Tomatoes movie reviews. To further qualify the MacBook Air reviews, Best Buy uses AlaTest, a ratings solutions provider that uses an algorithm to measure the reliability, accuracy, and relevance of every product review and assigns a quality score to every product.
Using a different tactic, REI amplifies product reviews by pulling evaluations originally posted on other sites. The retailer’s e-commerce platform enables brands to import reviews from their own sites. For an Arcteryx jacket, for example, the activewear player lifts reviews from Arcteryx’s website to give consumers access to additional product feedback.” (full article here)
So what tools are you using to bring in reviews and make sure they relevant to the user?