eCommerce sites need to respond to some or all negative user reviews (87% of sites don’t)

User Reviews aren’t just important — they are critical to users’ purchasing decision, and to users’ ability to even make an informed purchasing decision.
During our large-scale product-page usability testing, 95% of users relied on reviews to evaluate or learn more about products. In some cases users would even rely on the review descriptions instead of the information provided by the site (product descriptions or spec sheets). We find that after the product images, user reviews are actually the most utilized part of the product page when users are trying to evaluate a product’s suitability. Read more…