The good, without the bad and ugly, of allowing user-generated reviews on your site
The other day I was sitting in a quarterly strategy session with one of our large corporate clients, and the issue on hand was how to improve the user experience on our corporate site, which also acts as the main e-commerce engine. One of the tactics that was floating around the beautiful mahogany corporate conference room table was the implementation of a user-generated review system. It got me thinking about the pluses and minuses of this tactic, so without further ado, here are some ideas on how user-generated reviews could positively impact your web strategy.
- Consumers trust consumer reviews, and by offering such your website is automatically delivering value.
- Assuming that you’re selling a quality product, positive reviews could lead to increased conversions on your website.
- If you’re selling more than one product on your site, cross-references in reviews could lead to greater average order value.
- More text copy on your site will ultimately lead to more relevant organic search engine traffic.
- Last but not least, your consumers will be better informed about the positives and negatives of your products; and such should lead to lower return rates.
While I certainly recognize some potential negatives, I wanted today’s entry to focus on the positives. What do you think is the potential negative of implementing user reviews on e-commerce website?
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