Consumer product ratings and reviews are becoming increasingly significant these days because customers hardly purchase anything now without browsing through the reviews and ratings of others who have brought the same product that they are eyeing right now.
A study, conducted by ‘Reevoo’ – a renowned review company, revealed that 81% of consumers consult product ratings and reviews before buying a product.
According to some other studies, more than 50% customers preferred to buy a product from websites that contain reviews.
Ratings and reviews can boost the conversion rate by as much as 4.6% because it’s much easier to believe someone who doesn’t have any connection with the company or the website.
No wonder that some good ratings and reviews can dramatically improve the sales figures of a product.
Following are brief descriptions of four important features of good product ratings and reviews.
A/ Detailed explanation of the evaluation process
One of the most important items of integrity checklist of a product review is whether a detailed explanation of the product review process is given or not.
A proper evaluation process should have the following details.
- What exactly the reviewers look for
- How they assess a product
- Whether the reviewers buy the products themselves or use other review copies
Good product ratings and reviews should have above the factors disclosed and easily available to visitors.
B/ Presence of reviewer details
Product reviews should have the reviewer details mentioned clearly.
Despite there being many anonymous reviewers, those with their names and some information on their profile pages are the ones that are trusted.
After all, a great mark of authentication is transparency and it’s no different for product ratings and reviews.
Reviewer details should ideally include links to the person’s short profile and his/her earlier product reviews.
C/ Co-existence of positive and negative product reviews
Positive product ratings and reviews should always co-exist with negative reviews.
Prospective consumers always maintain a distance from those sites featuring products only with higher ratings and positive reviews.
Product reviews have to be customer-oriented so that prospective buyers can benefit from them.
Without the presence of negative reviews, it’s simply impossible to judge the worth of a product.
Though it could be hard to believe, but according to a study by ‘Reevoo’, three times more consumers consciously look for and read negative reviews than their counterparts who only read positive reviews.
Negative reviews along with lower ratings, when managed in a proper manner, can turn out to be valuable assets in the marketing and sales efforts of a company.
At times, they may even help companies to improve upon an existing product.
D/ Questions & answers segment
There should be a questions & answers segment present along with product ratings and reviews.
In this segment, questions are asked by customers and respective answers are given by the customers who have already used that particular product.
These help a lot to increase a customer’s trust on making buying decisions based on such ratings and reviews.