Higher Ratings Can Bring Tenfold Increase in Searches to eCommece Retailers
According to new research, ecommerce products with a high percentage of four and five-star reviews can see a tenfold increase in search demand across some industries.
Remarkable Commerce, a commerce platform, and Trustpilot, an online reviews website, analysed thousands of one, two, three, four, and five-star reviews on Google Shopping and compared the correlation between review scores and the change in Google searches for various products.
The main industries included in the analysis were electronics, fashion and apparel, and health and beauty. Some of the findings were:
- In the electronics industry, items with over 90% of 4-star ratings saw a search growth on Google of 248% in the last year. Yet, products that had fewer than 85% of 4-star ratings saw an increase in Google searches of just 16%.
- In the fashion and apparel industry, items with over 90% of 4-star ratings saw a search growth on Google of 20% in the last year. Products with fewer than 85% of 4-star ratings saw an increase in Google searches of just 5%.
- In the health and beauty industry, items with over 90% of 4-star ratings saw a search growth on Google of 9% in the last year. However, products with fewer than 85% of 4-star ratings saw an increase in Google searches of just 3%.
Brad Houldsworth, head of product, Remarkable Commerce, said: "While our research shows differing results by industry, there's a clear correlation between Trustpilot's findings that consumers find electronics reviews most useful and our discovery that some technology items may influence searches by over 200%.
"Reviews not only help people to understand the pros and cons of a product, but they also encourage customers to look outside of the box and consider a brand or product that they might not have been familiar with before.
"For ecommerce sites, it's no longer a situation of if you have product reviews on your site - it's when you start to implement them."