3 Principles Behind the Science of Consumer Reviews Effectiveness
Data doesn’t lie – increased positive consumer reviews do drive up conversion rates. In fact, giant online portals such as Amazon, eBay, Airbnb, and Booking.com, to name a few, have gone the extent of offering consumer incentives in exchange for consumer reviews. Because, for example, a product that has been highly rated tends to sell better than those with only a few or none. Indeed, data showing consumer retail behavior in response to consumer reviews adds evidence to the science behind the relationship. But would consumer reviews have the same effect on your business? Below, I explore the psychological elements that give consumer reviews the power to thrust site customers into taking the desired action. Social Proof Cialdini’s social proof principle explains the effectiveness of consumer reviews. While we all want to be unique, humans are simply predisposed to follow the herd. We seek social proof that if others have done it, then it must be safe or good or of superio...