profileblogReally loved this dress, high quality material and lovely cut.

This dress looks so much more expensive than it is, looks great with my designer stuff too

I absolutely love this dress . It fitted perfectly and the black panels at the sides were very slimming . Had loads of compliments . Cant wait to wear it again ..A must have dress !

When the top arrived it was hideous. Just nothing like it looked on the model.

I’m under no illusions I can make any item of clothing look good but what I tried on was so far from what I was expecting it got me asking questions

When I checked the reviews I’d read, most of the ones which had influenced my purchase were in the right age bracket and the same size.

They obviously had no taste. Well not my taste. No, definitely not my taste.

Amazing how we’ve come to trust anonymous reviews. It’s definitely not just me.

Bazaarvoice 70% of Americans read reviews before making any purchase decision.

61% of customers read online reviews before making a purchase decision, and they are now essential for e-commerce sites.

According to Reevoo, reviews produce an average 18% uplift in sales.

79% of UK retailers see a positive effect on conversion rates as a result of adding ratings and reviews (eMarketer)

E-commerce consumer reviews: why you need them and how to use them Graham Charlton stated

Quite simply, user reviews increase conversions. They can eliminate any doubts potential customers may have about a product, or can help product selection.

How helpful are those reviews really? Customers are used to being disappointed on delivery, in fact they assume they’re going to be

60% of UK consumers will not even consider making a fashion purchase online unless they can return unwanted items without being charged.

The big problem is reviews are subjective. Reviewer anonymity doesn’t help, more info needed please – a little more transparency.

Huge gains have been made by retailers by making it really easy for people to review products assuming correctly that its a numbers game.

Enough people saying the product is good then the more people believe it and purchase.

Stats reveal that 47% of Britons have reviewed products online, which suggests there is no shortage of people ready to provide their opinions. People like to review. 90% of them do it to be helpful. How helpful are those reviews really? Customers are used to being disappointed on delivery, in fact they assume they’re going to be.

60% of UK consumers will not even consider making a fashion purchase online unless they can return unwanted items without being charged.

Instead of focusing on how we make the returns policy as easy as possible for consumers, shouldn’t we concentrate on improving the value of the reviews customers are relying on?

What I’d like to see

Photo ID – I adore my friend May but no way I’d wear anything she loves – she and I have totally different styles. She’s really¬†bohemian and you can spot that a mile in most of her photo’s. Photo ID also helps to negate the elephant in the room – is this review authentic?

Values – as marketers we’re always focusing on buying personas. Give reviewers an opportunity to identify their own tribe, e.g. Fashionista, Classic Style, Cook not Chef, Quality Seekers etc people looking for opinions could identify the group with the same values.

Review History – List the brands/product reviewed with the reviewer ID. More than a few brands in common then that persons viewpoint increases in value to me.

Make age a forced field – a twenty eight year old and a fifty year old will have very different opinions on what constitutes a good fit.

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