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October 29, 2024
Content Director, Bizrate Insights
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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.
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.
Shoppers look for multiple trust signals before purchasing, including security, social proof, and brand reputation.
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.
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.
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.
Customers have certain preferences when it comes to feedback encouragement:
Key Takeaway: Tangible incentives are highly effective in encouraging review submissions.
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.
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.
Key Takeaway: Reviews significantly influence consumer behavior, driving comparison shopping, further research, and most importantly, purchases.
For a PDF downloadable version of this report: Download Now
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