Why the picture of Piazza Maggiore in Bologna? Well, you will have to read through the article to understand (and by the way, that piazza is just beautiful!).
So, let’s start from the beginning, seriously.
Zappos.com, often considered a benchmark in eCommerce efficiency (and considered by me THE VOICE OF CUSTOMER EXPERIENCE), found that customer reviews reduce returns. Shoppers may indicate, say, that a shoe runs small or does not look nice with pleated pants. Good news is that, not only they reduce returns, but they actually increase sales!
According to Lightspeed Research 61% or online shoppers think that online opinions and experiences of other consumers play a vital role. Why?
Well, because they shorten the time to make the decision. That decision. The one decision that each company seem to care so much about: should I buy this product or not?
Product reviews are digital networking places, the modern word-of-mouth, the squares and plazas of the web 2.0!
So influential are the opinions of others that over two-thirds (67%) of consumers would be deterred from purchasing a product or service if they were to encounter two or three negative reviews (so always make sure that your products and customer care are top class!)