Comments on: 94% of UK customers write reviews to help fellow shoppers http://www.bazaarvoice.com/blog/2008/11/20/94-of-uk-customers-write-reviews-to-help-fellow-shoppers/ Ideas to Help Customers Build Your Business Thu, 09 Feb 2012 08:03:00 +0000 hourly 1 By: Brett Hurt | Founder and CEO http://www.bazaarvoice.com/blog/2008/11/20/94-of-uk-customers-write-reviews-to-help-fellow-shoppers/comment-page-1/#comment-68372 Brett Hurt | Founder and CEO Wed, 26 Nov 2008 16:21:24 +0000 http://www.bazaarvoice.com/blog/?p=490#comment-68372 Chris, You raise a great point. It isn't just the rating score, it is the content itself. Unlike a testimonial, what makes a 5-star review feel authentic is a negative, or constructive, comment. For example, L.L.Bean recently shared at the Shop.org Annual Summit that they had a product with all 5-star ratings. So what could they do about it? Did it drive additional conversion? Yes. But what else? In analyzing the reviews, they found that customers were often writing comments like "I really wish it came in these additional colors". So, they produced 3 additional colors, increased the SKUs, and sales took off. Best, Brett Chris,

You raise a great point. It isn't just the rating score, it is the content itself. Unlike a testimonial, what makes a 5-star review feel authentic is a negative, or constructive, comment. For example, L.L.Bean recently shared at the Shop.org Annual Summit that they had a product with all 5-star ratings. So what could they do about it? Did it drive additional conversion? Yes. But what else? In analyzing the reviews, they found that customers were often writing comments like "I really wish it came in these additional colors". So, they produced 3 additional colors, increased the SKUs, and sales took off.

Best,
Brett

]]> By: Brett Hurt | Founder and CEO http://www.bazaarvoice.com/blog/2008/11/20/94-of-uk-customers-write-reviews-to-help-fellow-shoppers/comment-page-1/#comment-131234 Brett Hurt | Founder and CEO Wed, 26 Nov 2008 16:21:00 +0000 http://www.bazaarvoice.com/blog/?p=490#comment-131234 Chris, You raise a great point. It isn't just the rating score, it is the content itself. Unlike a testimonial, what makes a 5-star review feel authentic is a negative, or constructive, comment. For example, L.L.Bean recently shared at the Shop.org Annual Summit that they had a product with all 5-star ratings. So what could they do about it? Did it drive additional conversion? Yes. But what else? In analyzing the reviews, they found that customers were often writing comments like "I really wish it came in these additional colors". So, they produced 3 additional colors, increased the SKUs, and sales took off. Best, Brett Chris,

You raise a great point. It isn't just the rating score, it is the content itself. Unlike a testimonial, what makes a 5-star review feel authentic is a negative, or constructive, comment. For example, L.L.Bean recently shared at the Shop.org Annual Summit that they had a product with all 5-star ratings. So what could they do about it? Did it drive additional conversion? Yes. But what else? In analyzing the reviews, they found that customers were often writing comments like "I really wish it came in these additional colors". So, they produced 3 additional colors, increased the SKUs, and sales took off.

Best,
Brett

]]> By: Terri in Tokyo http://www.bazaarvoice.com/blog/2008/11/20/94-of-uk-customers-write-reviews-to-help-fellow-shoppers/comment-page-1/#comment-68234 Terri in Tokyo Sun, 23 Nov 2008 23:04:08 +0000 http://www.bazaarvoice.com/blog/?p=490#comment-68234 Wow, this is interesting, thank you. I'd love to see a similar study amongst Japanese customer... Wow, this is interesting, thank you. I'd love to see a similar study amongst Japanese customer…

]]> By: Terri in Tokyo http://www.bazaarvoice.com/blog/2008/11/20/94-of-uk-customers-write-reviews-to-help-fellow-shoppers/comment-page-1/#comment-131233 Terri in Tokyo Sun, 23 Nov 2008 23:04:00 +0000 http://www.bazaarvoice.com/blog/?p=490#comment-131233 Wow, this is interesting, thank you. I'd love to see a similar study amongst Japanese customer... Wow, this is interesting, thank you. I'd love to see a similar study amongst Japanese customer…

]]> By: Chris Westfall http://www.bazaarvoice.com/blog/2008/11/20/94-of-uk-customers-write-reviews-to-help-fellow-shoppers/comment-page-1/#comment-68070 Chris Westfall Fri, 21 Nov 2008 14:51:03 +0000 http://www.bazaarvoice.com/blog/?p=490#comment-68070 Interesting findings. But I think it would be interesting to actually understand the content of their reviews--from both this study and your notion of the J-curve. In some recent work with major enterprises in this area I've found that "high raters", the 4's and 5's in your rating curve, very often have critical comments. In other words, the substance of review comments if truly analyzed, can produce a very different picture and certainly a far more informed understanding of customer/consumer mindset. Interesting findings. But I think it would be interesting to actually understand the content of their reviews–from both this study and your notion of the J-curve. In some recent work with major enterprises in this area I've found that "high raters", the 4's and 5's in your rating curve, very often have critical comments. In other words, the substance of review comments if truly analyzed, can produce a very different picture and certainly a far more informed understanding of customer/consumer mindset.

]]> By: Chris Westfall http://www.bazaarvoice.com/blog/2008/11/20/94-of-uk-customers-write-reviews-to-help-fellow-shoppers/comment-page-1/#comment-131232 Chris Westfall Fri, 21 Nov 2008 14:51:00 +0000 http://www.bazaarvoice.com/blog/?p=490#comment-131232 Interesting findings. But I think it would be interesting to actually understand the content of their reviews--from both this study and your notion of the J-curve. In some recent work with major enterprises in this area I've found that "high raters", the 4's and 5's in your rating curve, very often have critical comments. In other words, the substance of review comments if truly analyzed, can produce a very different picture and certainly a far more informed understanding of customer/consumer mindset. Interesting findings. But I think it would be interesting to actually understand the content of their reviews–from both this study and your notion of the J-curve. In some recent work with major enterprises in this area I've found that "high raters", the 4's and 5's in your rating curve, very often have critical comments. In other words, the substance of review comments if truly analyzed, can produce a very different picture and certainly a far more informed understanding of customer/consumer mindset.

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