Research Recaps

Why Retailers Should Strategically Display Product Reviews

Key Takeway

Individual product reviews matter a lot to retailers: most consumers read fewer than 10 before forming a product opinion. Analysis of data from a large U.K. retailer offers evidence that ratings position is critical as well. Researchers find that by using an algorithm that displays a 5-star rating at the top of every product page, a retailer could increase purchase likelihood by 8%.

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