December 23, 2008

Myths And Truths About Online Customer Reviews

Ten Things Online Retailers Should Know About Customer Reviews

by Sucharita Mulpuru, Peter Hult

with Carrie Johnson, Megan Burns, Kate van Geldern

Executive Summary (This is a document excerpt)

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.

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