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December 23, 2008 Myths And Truths About Online Customer ReviewsTen Things Online Retailers Should Know About Customer Reviewsby Sucharita Mulpuru, Peter Hult with Carrie Johnson, Megan Burns, Kate van Geldern |
Average: 10
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This is an excerpt
Executive Summary
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.
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
- Related Research Documents
This is an excerpt
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