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The influence of reviews in shopping decisions

Updated: Feb 6

The author Nicoletta Lezi of the article:"The influence of reviews in shopping decisions".

Publication date: 08.09.2023

Did you know that when you're thinking about buying something online, reviews can have a big influence? Reviews are like recommendations from others, and they can really impact whether you decide to get a product or not. Let's explore how reviews work, why they matter, and how businesses can use them to their advantage.

Understanding how reviews work

Reviews come in two main types: ratings and written reviews:

  • Ratings are like scores, usually from 1 to 10, that show how much someone likes a product.

  • Written reviews are where people share their thoughts about a product in a few sentences.

Both ratings and written reviews are important because they help us make up our minds about a product.

How reviews influence our decisions

Buy an item based on its review

● Guidance from Others

Reviews are a bit like getting advice from friends. When we read them, it's like someone is telling us their opinion about a product. This can make us more confident in deciding whether to buy it or not.

● Positive and Negative Impact

If a product has lots of good reviews, it makes us feel more comfortable buying it. On the other hand, if there are bad reviews, it can make us think twice about our choice. So, negative reviews can actually help companies improve, but they need to handle them well.

● Boost from Positive Reviews

Positive reviews can make us feel good about choosing a product. When we read about good experiences, it makes us trust the company more.

● Comparison Shopping

Before making a decision, we often compare reviews for different options. If one brand has better reviews than another, it's more likely we'll pick the one with the better reviews.

Using reviews wisely

● Having a Review System

Businesses should have a clear way to gather reviews from customers. This helps them learn what's working and what needs improvement.

● Responding to Reviews

Businesses should reply to reviews, especially the negative ones. This shows that they care about customers and want to make things better.

● Applying Review Insights

Companies can use review feedback to improve their marketing. This way, they can create content that customers will find useful based on the feedback.

Different types of reviews

● Text Reviews

These are like written opinions. They matter, but sometimes people make them up. For this reason, reviews with photos or videos are more reliable because they show real experiences.

● Photo Reviews

Adding pictures makes reviews stronger. This is because they prove that the review is genuine and not fake.

● Video Reviews

Videos are even better. Actually, they show how a product works and what it's like to use it. It's almost like trying the product yourself.

● Influencer Reviews

Some people with many followers talk about products. Be cautious with these, though, because sometimes they're paid to talk about them. Still, they can help us discover new things.

Dealing with negative reviews

Negative reviews aren't the end of the world. Businesses should respond kindly and quickly. This shows they care about customers' concerns. They can also stop negative reviews by asking for feedback at the right time and giving good support.

Making reviews count

Making reviews count

Businesses can use reviews to show customers why their products are good. They can put reviews on their websites and social media. When we see reviews, it helps us trust the company and decide whether we want to buy from them.

In the end, reviews have a real impact on what we choose to buy and how we feel about products. They guide us to trustworthy brands and products.

So, next time you're shopping online, take a look at the reviews – they might help you make the right choice!


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