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Social Proof In 2024

Insights from our July 2024 survey of 505 US consumers.*

This social proof ecommerce report shares findings from Bizrate Insights’ July 2024 survey of 505 US consumers. Customer feedback is the bedrock for building ecommerce success. Our latest research reveals how shoppers use reviews, ratings, brand reputation, security signals, and review responses when deciding whether to trust and buy from an online brand.

This Shopper Insights Brief explores:

• How often consumers engage with reviews before purchasing
• Key factors that build trust in online shopping experiences
• What motivates customers to leave reviews
• Strategies to encourage more customer feedback and leverage its impact

How Reviews Shape Social Proof in Ecommerce

92% of shoppers read reviews at least sometimes before making a purchase.

Key Takeaway: An overwhelming majority consult reviews, making them a critical part of the shopping journey for ecommerce brands, not a secondary trust signal.

Top Trust Factors for Ecommerce Shoppers

Shoppers look for multiple trust signals before purchasing, including security, social proof, and brand reputation.

Review Content That Builds Shopper Confidence

Review content that customers find most helpful:

Key Takeaway: Written feedback and star ratings are the most influential elements in reviews, make them easy to find, filter, and compare.

How Review Responses Improve Brand Perception

Actively responding to customer reviews, especially negative ones, significantly enhances brand perceptions.

Key Takeaway: Respond, respond, respond. Public responses show that your brand listens, resolves issues, and takes customers seriously.

The “Why” Behind the Review

Above all, customer motivation is primarily driven by satisfaction with the product/service.

Key Takeaway: Excellent products and a sense of community can naturally encourage feedback.

Incentives Driving Review Submissions

Customers have certain preferences when it comes to feedback encouragement:

Key Takeaway: Tangible incentives are highly effective in encouraging review submissions.

Why Verified Reviews Matter for Ecommerce Trust

Consumers are increasingly aware of the issue of fake reviews and strongly support measures to combat them:

Key Takeaway: Prompt removal of fake reviews and stricter verification processes are crucial in maintaining integrity and trustworthiness. Verified reviews and moderation policies help protect customer feedback credibility.

Review Submission Frequency

Shoppers’ likelihood to leave reviews:

Key Takeaway: While most shoppers read reviews, just over a third consistently write them, indicating an opportunity to grow participation.

Post-Review Actions Taken

Key Takeaway: Reviews significantly influence consumer behavior, driving comparison shopping, further research, and most importantly, purchases.

Recommendations

Build Trust and Credibility

• Ensure secure payment methods

• Showcase verified buyer feedback

• Implement robust verification processes for reviewers

Optimize the Review Process

• Measure positive and negative feedback equally

• Make sure your review tools are mobile-friendly

• Actively request reviews

Encourage Comprehensive Reviews

• Encourage photos and videos

• Offer incentives like discounts or loyalty points

• Highlight how reviews help others make informed decision

Implement a Responsive Feedback System

• Develop a systematic approach to monitor all customer feedback

• Respond constructively to reviews

• Follow up with dissatisfied customers

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