Why You Should Double Down on Product Reviews in a Downturn

The Power of Reviews

Reviews are more valued by consumers than other marketing investments

Most popular shopping considerations for consumers
Ratings and Reviews are second only to price
Price
93%
Ratings & Reviews
68%
Trustworthiness of brand
51%
Familiarity with Products or Brands
43%
Family/Friends Recommendations
37%
Values of the Manufacturing Brand
22%
Search Engine Ranking
15%
Brands/Influencers on Social Media
12%

Reviews pull more shoppers into your funnel...

Impact of Average Star Rating on Page Traffic

…and then convert them at a higher rate when they get there.

0 %
Conversion Lift for Product Pages with 1+ Reviews
0 %
Conversion Lift for Shoppers who Interact with Reviews

It’s not even just digital shopping journeys where reviews have impact

Factors Consumers Consider When Researching In-Store Purchases Online
Price
90%
Ratings and reviews
84%
Product information (dimensions/sizing, material, etc)
61%
In-store availability
60%
Pictures and videos from previous purchasers
43%
Professional pictures and videos from the brand
28%

But… not just any review program will do.

The Importance of Recency & Volume

Consumers want quality review content, delivered frequently and in high volumes.

More reviews = more web traffic

More reviews = more conversions

Conversion Lift Relative to Number of Reviews Displayed
0 Reviews Displayed
0%
1-100 Reviews Displayed
76.7%
101-250 Reviews Displayed
143.2%
251-500 Reviews Displayed
166.4%
501-1000 Reviews Displayed
172.1%
1001-5000 Reviews Displayed
224.7%
5000+ Reviews Displayed
292.6%

Stale reviews are a big shopper turn off

How important is the recency with which reviews are written to you when considering buying a product?

Customers want reviews with detail

The Vast Majority of Consumers Go Beyond the Basics and Read the Actual Review Content
USAUK