Bazaarvoice white paper: six steps to unlock the value of ratings and reviews
If trust is the new online currency, then ratings and reviews are the single most powerful trust builder. That’s why the presence of reviews invariably drives up conversion rates and order values on every site in every market.
Despite the undisputed power of ratings and reviews, many online brands and retailers are still under-exploiting this critical asset. They use simple software plug-ins to collect and display reviews — an incredibly passive approach to such an important activity. As a result, brands may lose opportunities to inject trust in all stages of the purchase journey and across all channels and touch-points.
Avoiding that fate is a must to business success. To help marketers, we’ve laid out a handful of ways to unlock the value of ratings and reviews…