Sollten Kunden Produkte online und on-site bewerten können?
Ja!
Oder die Frage könnte auch lauten: Sind «Product Reviews» durch Kunden auf der eigenen Website wichtig – und generieren einen Wettbewerbsvorteil?
Hier die interessanten Ergebnisse der Studie von ForeSee Results: [ via mediapost ]
Larry Freed, President and CEO, ForeSee Results, in summarizing the study, noted that “In our research, 49% of people who bought from one of the top 40 sites in the two weeks prior to the holidays remembered seeing customer product reviews. This group’s satisfaction with the online shopping experience was 5% higher than for shoppers that didn’t recall customer reviews. More importantly, the availability of customer product reviews drives loyalty…”
Behaviors And Attitudes Tied To Customer Product Reviews (100 point scale) |
|||
Customer Product Reviews Available |
No Customer Product Reviews |
% Difference |
|
Satisfaction with website |
84 |
80 |
5% |
Satisfaction with retailer |
86 |
82 |
5% |
Image of retailer |
88 |
84 |
5% |
Likelihood to recommend |
85 |
80 |
6% |
Likelihood to purchase online |
88 |
84 |
5% |
Likelihood to purchase next holiday season |
86 |
82 |
5% |
Likelihood to purchase next time |
86 |
83 |
4% |
Source: ForeSee Results, January 2007 |
Vor allem beim Verkauf von Ferienangeboten scheinen diese Reviews eine zentrale Rolle zu spielen. Den kompletten Report gibt es hier als PDF.
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