Ken Bowen says, “For over a decade, MarketingExperiments has stressed the importance of customer reviews.

When our Customer Ratings Tested Web clinic was originally broadcast in 2004, Shopping.com was the third-most popular ecommerce site in America, and Amazon’s annual revenue was a mere 7% of what it has since become.

In the ten years since, customer reviews have gone from being a supplemental component of our marketing strategy to the single biggest influencer of consumer behavior. In a 2013 survey by Dimensional Research, 90% of customers responded that their buying decisions are influenced by online reviews. A similar study conducted by Retailing Today found that 81% of consumers conduct online research before making major purchases.

With the knowledge that customer reviews are now one of the most vital components of our marketing collateral, how can we make sure that we are presenting our reviews in a way that best serves our customers?“.

How Customers Read Reviews: Four takeaways for marketers from a business school study

MarketingExperiments Blog

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