Product Reviews to Establish Trust, Drive Purchase Behavior.

Survey of More than 6,500 Consumers Reveals Increasing Importance of Product Reviews to Establish Trust, Drive Purchase Behavior.”

Ratings and reviews have become the most important factor impacting online purchase decisions, ranking above price, free shipping, brand and recommendations from family and friends according to a new survey of more than 6,500 consumers conducted by PowerReviews.

This marks a shift In consumer behavior. Similar surveys fielded by PowerReviews in 2014 and 2018 revealed price to be the most important influence on online purchase decisions.

When asked which factors impact online purchase decisions, 94% of consumers now say customer ratings and reviews top the list of considerations, followed by price of product (91%), free shipping (78%), brand preference (65%) and friend/family recommendations (60%).

In fact, customer ratings and reviews have become so important on the path to purchase that almost four in five consumers say they won’t shop on websites without user-generated Voice of the Customer testimonials about their product experiences.

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