Responding to Outside Influence
Daniel Martin, Managing Consultant, Maxymiser writes
From comparison sites to Facebook likes, consumers are becoming savvy when it comes to assessing the value of a new purchase. They don’t simply want more product information: they want the feedback of peers and the experiences of previous purchasers. From the fit of this season’s trousers to the real battery life of a new tablet, consumers are increasingly influenced by external factors.
But don’t simply assume that the Amazon review model will work on every site – it doesn’t. The way these reviews and ratings affect purchasing behaviour varies dramatically based on a number of factors, from consumer demographics and product type/value to the position of the rating/review on the site and, of course, the quality of the reviews.
Rather than assuming customer reviews will lead to an immediate uplift, it is essential to test the results. Testing can assess whether it is better to offer a long Amazon style list of reviews on each product page or a single average product rating star on the product list page; or whether it is the latest, the average or the most useful review that provides the best uplift.
Credible product rating
Testing can also reveal whether the business has the critical mass of reviewing customers required to give a credible product rating; or whether it is simply better to let customers use the raft of independent review sites that are available rather than offer a rating/review option.
There are also opportunities to look for a clear gender or demographic difference in response. Indeed, with the growth in behavioural targeting, organisations can begin to test the value of ratings and reviews on different customer segments, based on demographics or previous behaviour to fine tune the strategy.
While the consumer is without doubt increasingly looking for, and influenced by, external factors, assuming ratings and reviews will give an uplift is a mistake. To maximise uplift and avoid an expensive mistake it is essential to ascertain via testing just how important reviews are to each organisation’s customers.
Daniel Martin, Managing Consultant
Maxymiser