Paradox of choice: how Ratings & Reviews affects products without alternative choices

by Matt Hawkins | Marketing Data Analyst

Summary

The effect ratings and reviews have when a choice between two products must be made is evident. But, what about when a particular category contains only one product, leaving no similar alternative?

This analysis is aimed at answering one question:
Do ratings and reviews still have an effect on conversion for products with no similar alternative?

This test shows a significant improvement in conversion for these products since going live.

Increase in Conversion

• Analyzing products from several clients where the product has no category alternative, we see that the average conversion rate for these products after going live with Ratings and Reviews is significantly higher.
• Overall there was a 25.24% increase in conversion.
• Products with at least 4 reviews saw a 30.7% increase in conversion.
• Products with a rating of at least 4.3 saw a 33.11% increase in conversion.

Increase in Conversion

Conclusion

The conversion rate for products with reviews that have no similar alternatives shows an increase.

It is highly recommended to drive review volume across all products and categories to effectively increase conversion.

Download This Case Study (PDF)

• Case Studies

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• Ratings and reviews increase time consumers spend on site
• High review volumes help decrease return rates
• Paradox of choice
• Customer reviews in email marketing campaigns drive sales
• SearchVoice Microsite quickly increases natural search traffic
• SearchVoice Microsite drives organic customer acquisition
• Use Net Promoter scores to identify solid influencers
• Photo reviews drive conversion, enhance customer experience
• "Sort by Rating" option drives conversion for Golfsmith
• "Customer Favorites" categories drive sales
• Social navigation drives sales at PETCO.com
• Ask & Answer attracts new users, increases conversion
• Ask & Answer™ decreases product-related support costs