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For eBusiness & Channel Strategy Professionals

Myths And Truths About Online Customer Reviews – A Social Computing Report

Ten Things Online Retailers Should Know About Customer Reviews

December 23, 2008

By Sucharita Mulpuru, Peter Hult with Carrie Johnson, Megan Burns, Kate van Geldern

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Why Read This Report

Online shoppers are incorporating social content like customer ratings and reviews in their product research process, and many retailers have fully embraced the strategy. We uncovered five truths and five myths about Web buyers' use of online customer reviews, ranging from validating the fact that most online shoppers continue to be shy about sharing their opinion to debunking the persistent myth that negative reviews will wreak havoc on conversion rates. With many best practices in the industry and proven outsourcers, it's time for online retailers to start a constructive dialogue with their customers.
Tags: B2C eCommerce, Brand & Product Web Sites, Consumer Electronics & Technology, Consumer Retail & CPG, Customer Experience Management, Direct Marketing, eCommerce, Interactive Marketing Strategy and Process, Online Shopping, Retail, Social Computing, Social Marketing, Social Media, User-Generated Content, Web 2.0
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TABLE OF CONTENTS

  • Understanding The Role Of Online Customer Reviews In The Path To Purchase

  • RECOMMENDATIONS

    Best Practices For Integrating Customer Reviews On Retail Web Sites
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