Power of product reviews

Revealed in latest survey.

A recent online survey of Australian shoppers has found that 81% of consumers interact with buyer reviews and other user-generated content to inform their decision ahead of a purchase.

Bazaarvoice managing director for APAC, Kate Musgrove said shoppers have embraced the voice they have been given to rate, review and post photos and videos of products they have bought, as well as provide feedback to retailers and ask questions about a product prior to purchase.

“We are hard-wired to seek word of mouth and the greatest influencers for everyday shoppers are the buyers who have gone before them. The direct relevancy of their opinions rate well above those of social media influencers, models and sportspeople.

“Consumers don’t just want to make informed decisions; they want to trust brands and retailers and they want shopping to feel more like a human interaction, not just a transaction.”

The number of reviews for Australian brands and retailers has increased from 11.8 million to 25.9 million in the last 12 months on the Bazaarvoice Network.

“Forward-thinking Australian companies that have leveraged user-generated content for their shoppers have successfully increased online and in-store sales by an average of 80% and 60% respectively in the past year,” Musgrove added.

“Bazaarvoice’s 2019 research also highlights that our Australian retail partners have experienced a boost in sales conversion rates of more than 150% and revenue per visitor by 159%. They are also seeing the impact of ratings and reviews with shopper engagement, with their websites rising 74% and SEO lifting by 80%.

“Bazaarvoice helps consumers provide direct feedback to shoppers and retailers and retailers who are responding see the impact to their bottom lines.”

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