Organize-It, an e-retailer of home storage products, has lifted the conversion rate on some of its products by 10% by adding reviews. In testing the product reviews during the past holiday season, the e-retailer reports its conversion rates ranged from 2.5% to 9.5% higher on reviewed products than during the previous holiday season when those products didn’t have reviews.
“Consumers are coming to expect product reviews yet thousands of web sites have yet to implement them,” says Chris Nylen, general manager of Organize-It. “Product reviews are a differentiating factor for Organize-It and allow us to display positive and negative product details to provide transparency to our customers.”
The tool allows online businesses to showcase customer testimonials. The vendor says by putting product reviews on their sites, retailers can aid customer decision-making within their online store. If a retailer doesn’t have customer reviews, a shopper might leave the site to look for a better product or deal. Additionally, by monitoring product reviews on their own sites, retailers can determine which products to keep in inventory and which to discontinue, the vendor says.
Customer product reviews are the latest addition to RatePoint’s web-based packages of customer feedback and online reputation management services. The suite of tools also includes e-mail marketing, survey and dispute-resolution capabilities. The platform’s pricing structure is geared to the needs of small and medium-sized companies with volume-based monthly rates starting at around $18 per month for e-mail marketing, surveys and other basic services.
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