Research Recap
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%.