Shopper engagement with consumer reviews lifts conversion by an average of 95% for Australian brands and retailers online, according to new research.
According to Bazaarvoice, shoppers who engage with reviews spend more than shoppers who do not. On average, retailers experienced 100% lift in revenue per visitor when online reviews are available.
The findings are based on analysis of millions of shopper interaction data across almost 50 major Australian brands and retailers to gather the findings.
L'Oreal Australia director of eCommerce Amanda Green backed the findings.
"Kiehl’s customers are five times more likely to buy the product when reviews are displayed on their website.
"We also know that reviews are playing a big role in influencing in-store purchases.
"58% of health and beauty shoppers read online reviews before making a purchase in a store.
Analysis revealed 45% of shoppers interact with ratings, reviews and other content generated by everyday consumers – such as customers’ photographs of products – on the path to purchase.
Officeworks general manager of merchandise Toby Watson said buying decisions can be influenced through consumer-generated content.
“The vast quantity of syndicated reviews has helped us to deliver substantial growth in key metrics areas, primarily conversion. We’ve seen up to a 200% increase in some categories,” he said.
“No matter what the channel – mobile, in-store or online – customers are becoming increasingly reliant on online research to make purchasing decisions.
"The availability of reviews and social content is integral to our customers, and lets us establish and maintain credibility and trust,” he continued.