Trends Report

Myths And Truths About Online Customer Reviews

Ten Things Online Retailers Should Know About Customer Reviews

December 23rd, 2008
Sucharita Kodali, VP, Principal Analyst
Sucharita Kodali VP, Principal Analyst
PH
Peter Hult
With contributors:
Carrie Johnson , Megan Burns , Kate van Geldern

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.

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