Mars Opinion

好吧，下面是一些相关报告和数据：

According to E-consultancy and Bazaarvoice, “Social Commerce Report 2007″, effect of Customer-Generated ratings and Reviews on Select web site metrics in the past year according to online retailers in the UK, the US and Europe, Jun-July 2007 (% of respondents)

• 77% reported site traffic increases
• 56% reported improved conversion rates
• 42% reported higher average order values 

　

According to E-tailing group white paper,

• 59% of merchants interviewed cited the customer experience as the most important factor in the addition of customer reviews to their site.
• 79% said the product page is very successful as a product review hub. In contrast, the home page had varying degrees of success with 37 percent reporting strong successes. 
• Merchants indicate that there is less reliance on customer service as the reviews answer some of the questions that otherwise must be handled on a one-off basis.
• The unbiased nature of reviews (where they are more transparent and trustworthy) engenders customer trust and that trust translates into loyal, lifelong shoppers.
• Merchants were generally surprised by the number of positive reviews, another hidden truth. Initial fears of heavily negative reviews never materialized for any of the merchants interviewed.

　

And,

63% of consumers are more likely to purchase from a site that offers ratings and reviews (source: eVOC Insights 2006)

70% of online shoppers actively seek out customer reviews before they buy (source: eTailing Group  and JC Williams Consultancy)

92% find customer reviews “extremely helpful” or “very helpful” in making informed purchase decisions (source: e-tailing group and JC Williams Consultancy)

The January 2007 index showed that of shoppers who bought from sites with reviews, 40% said the reviews were the main reason they made the purchase. That group of product review users was also 21% more satisfied with its purchases than other buyers and was 18% more likely than other buyers to buy from that site the next time it needed similar products.

In the 2007 annual e-commerce study by Marketing Sherpa, published in May, 58% of respondents said they “strongly” prefer sites that have customer reviews.

According to a global Nielsen survey of 26,486 Internet users in 47 markets, consumer recommendations are the most credible form of advertising among 78% of the study’s respondents. (Nielsen, “Word-of-Mouth the Most Powerful Selling Tool”)

A consumer survey by the JC Williams Group ranked consumer content as the #1 aid to a buying decision, cited by 91% of respondents. (JC Williams Group, 2006)

When asked what sources of information they are “very likely” to consult before making a decision about their entertainment options, 62% named Web sites with user reviews as their top choice, even beating out a knowledgeable friend (59%). (Marketing Sherpa, July 2007)

Review users noted that reviews generated by fellow consumers had a greater influence than those generated by professionals. (comScore/The Kelsey Group, October 2007)

64% of consumers reported wanting to see user ratings and reviews, based on a study of 5,000 online shoppers. (Forrester, 2008)

94% of UK online researchers use online customer reviews. (JupiterResearch/Bazaarvoice, January 2008)

71% of online shoppers read reviews, making it the most widely read consumer-generated content. (Forrester)

77% of online shoppers use reviews and ratings when purchasing. (Jupiter Research, August 2006)

58.7% of shoppers said they used product reviews to make decisions. Reviews rated higher than clearance sale pages (56.4%) and featured sale pages (51.3%). (Shop.org, November 2007)

Almost two-thirds (62%) of consumers read consumer-written product reviews on the Internet. (Deloitte & Touche)

Seven in 10 (69%) consumers who read reviews share them with friends, family or colleagues, thus amplifying their impact. (Deloitte & Touche)

More than eight in 10 (82%) of those who read reviews said that their purchasing decisions have been directly influenced by those reviews. (Deloitte & Touche)

55% of surveyed Internet users consulted other people’s opinions online, making reviews the #1 resource for product research. (Avenue A/Razorfish “Digital Consumer Behavior Study,” October 2007)

In a study of 2,000 shoppers, 92% deemed customer reviews as “extremely” or “very” helpful. (eTailing Group)

59% of their users considered customer reviews to be more valuable than expert reviews. (Bizrate)

63% of consumers indicate they are more likely to purchase from a site if it has product ratings and reviews. (Major consumer electronics retailer/iPerceptions study)

81% consider the availability of customer reviews to be “very important” (33%)”somewhat important” (48%). (Major consumer electronics retailer/iPerceptions study)

71% of UK online shoppers seek out ratings and reviews. (NetExtract, 2007)

39% of those who bought from sites with reviews cite the reviews as the primary factor influencing the purchase decision. (Foresee Results Study, 2006)

79% of online UK retailers surveyed reported that the main benefit of consumer-generated rating and reviews was that they improved site conversion rates. (eMarketer, 2007)

The Shop.org State of Retailing Online study, conducted by Forrester Research, found only 26% of the 137 top retailers surveyed offered customer ratings and reviews, but 96% of them ranked customer ratings and reviews as an effective or very effective tactic at driving conversion. (Forrester)

Of merchants who adopt customer reviews, 58% said improving customer experience was the most important reason for adding reviews to their sites, followed by building customer loyalty (47%), driving sales (42%), and maintaining a competitive advantage (37%). (eTailing Group, 2008)

11% of retailers reported a 20% or more overall increase in conversions as a result of adding reviews to their sites, 21% reported an 11% to 20% increase and 5% reported a 1% to 10% increase. (eTailing Group, 2008)

81% of marketers surveyed say that their social media spending will meet or exceed their traditional advertising spending within the next 5 years. (TWI Surveys/Society for New Communications Research, November 2007)

Dave Seifert of Bass Pro Shops noted at a Shop.org round table discussion that Top Rated Products were “the #1 merchandising technique ever utilized on their site.” (Bass Pro Shops)

After their order, PETCO asked customers, “What online tool most influenced your purchase decision?” The #1 answer was product ratings and reviews, with site search coming in a distant second. (PETCO)

43% of retailers have reviews – double in one year. (Marketing Sherpa, February 2007)

Ratings and reviews is the second most important site feature behind search and online buyers who cite ratings and reviews most useful site feature has more than doubled from ’05 to ’06. “Retail Marketing: Driving Sales Through Consumer-Created Content” says retailers who adopt ratings and reviews as a differentiator and retention strategy will gain market share. (Jupiter)

Shoppers who browsed the site’s new “Top Rated Products” page, which features products rated most highly by customers, had a 59% higher conversion rate than the site average and spent 16% more per order than other browsers of products. (Bass Pro Shops)
Giving shoppers the ability to sort products within a category by customer rating led to a sales increase of 41% per unique visitor. (PETCO)

MarketingExperiments tested product conversion with and without product ratings by customers. Conversion nearly doubled, going from .44% to 1.04% after the same product displayed its five-star rating. (MarketingExperiments Journal)

Conversion rates are higher on products with less than perfect reviews (less than 5 stars) than those without reviews at all, indicating that the customer feels that the product has been properly reviewed by other customers. (Burpee)

Consumers were willing to pay between 20 to 99% more for a 5-star rated product than for a 4-star rated product, depending on the product category. (comScore/Kelsey, October 2007)

Reviews usage drives higher spending: 27% of users report an increase of 5-10%; almost 7% report an increase of 20%+. (Avenue A/Razorfish “Digital Consumer Behavior Study,” October 2007)

Email study: PETCO realized a 5X increase in email click-through rates by including relevant ratings and reviews content in the campaign promotion. (PETCO)

Top rated product email drive 46% higher revenue per email in A/B test. (Golfsmith)

In a study of online UK retailers, 59% reported that the consumer-generated activity leads to better search engine optimization. (eMarketer, 2007)

During the 2007 holiday season, consumers who recalled seeing customer reviews on a Web site reported 9% higher customer satisfaction levels, were 9% more likely to make a purchase and 8% more likely to purchase the next time they came to that site. (ForeSee Results, 2008)

Reviews drive 21% higher purchase satisfaction and 18% higher loyalty. (Foresee Results Study, January 2007)

Online UK retailers reported improved customer retention and loyalty by 73% once they implemented consumer-generated rating and reviews. (eMarketer, 2007)

Among the 46% of respondents who had posted or planned to post reviews about their online shopping experience, 88% said those reviews either were, or would be positive. (Nielson, 2007)

好吧，这篇文章的插图纯属搞笑……知道大家看英文和数字很无聊 : P