Live from Shop.org: The Power of Customer Reviews

New York–Amazon.com and Ebags let their customers do the talking—and the results have paid off in increased online sales, as evidenced from a panel discussion at last week’s Shop.org Annual Summit.

At Internet bookseller-cum-superstore Amazon.com, customer product reviews—of books, movies, and other gifts—are the longest-recurring feature on its eight-year-old Website. According to Matt Williams, director of market development for Amazon.com, the reviews of products by customers have made a significant difference in conversion rates as well as sales. “Regardless if the review is good or bad, the reviews are another data point” that helps Amazon better market to its customers.

And because the Web is not confined by space requirements as is a print catalog, adding the customer review feature on your site gives customers added value.

At Greenwood Village, CO-based handbags and luggage marketer eBags, customers are encouraged to rate and review past purchases, says Jon Nordmark, co-founder/CEO. The testimonials have added a new dimension to the Website. “It’s valuable content ,and the reviews are trustworthy because we do allow the negative reviews,” he said.

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