How Product Ratings Affect Customer Perception
Posted on March 31, 2015
Product reviews have long been used as a means for encouraging customers to purchase a company's products. The reviews have also been used as a User Generated Content (UGC) marketing tactic to improve customer engagement and purchase ratings, while simultaneously enhancing the number of site visits. A 2014 consumer marketing study revealed that customer testimonials had the highest effectiveness rating in all content marketing efforts at an impressive 89 percent. With this in mind, it is easy to deduce that product ratings can affect a customer's perception; however, the question remains, "just what is the affect?"
Product Ratings and Customer Buying
The Number of Product Ratings Will Influence a Consumer's Purchasing Decision
Below are a few statistics to help you understand why multiple product ratings are so important to the consumer.
Concluding Thoughts on Product Ratings and Consumer Perception
UGC should be used in conjunction with product ratings to further improve the likelihood that the consumer will engage with and purchase a business' product. 90 percent of online shoppers say that user-generated product ratings and reviews greatly influence their buying decisions. With this in mind, product ratings should be actively displayed, users should be able to easily submit product ratings, and the number of user ratings should also be actively displayed. Following these three steps can help to improve customer engagement levels, as well as customer purchasing rates.
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