87% Shoppers Believe Real-Life Reviews Greatly Impact Their Purchasing Decisions
As ecommerce evolves, discover consumer sentiment around social proof within the customer journey.
As ecommerce becomes more popular and the landscape continues to change, social proof becomes essential for both brands and shoppers to develop trust. Emplifi recently commissioned Harris Interactive to conduct a study to understand consumer sentiment around social proof within the customer journey.
The rapid growth of technology, such as smartphones and immersive technology, and social media in today’s ecommerce landscape are changing how people interact with brands and make purchasing decisions. Further, they rely on various types of social proof other than traditional reviews and ratings to develop confidence in a brand.
Harris Interactive, commissioned by Emplifi, recently conducted a study to understand consumer sentiment around social proof within the customer journey. For brands looking to develop long-term loyalty and conversions, the insights will act as a foundation for a shopping experience backed by brand authenticity. Here are the insights from the study.
Customers Want User-Generated Content
Content forms a vital part of a customer journey, as shoppers try to find as much information as possible about a product before making a purchase. Online shoppers find user reviews essential and readily engage with them to ensure they make the right decision. According to the study, online reviews and ratings are the most influential factor when shoppers research a product, outranking price, shipping costs, and return policy.
User-generated content (UGC) has become a staple for brands to ensure marketing success and deliver an engaging and authentic customer experience. According to another study by Nosto and Censuswide, 51% of shoppers would engage with the appropriate UGC or influencer-generated content if displayed in an ecommerce site’s search results.
Online shoppers look for real people’s experiences to decide whether to purchase a product. Ensuring steady review coverage, both in the form of written reviews and visuals, should be a priority for brands looking to reap the rewards of customer feedback.
According to the study, 87% of consumers said that real-life reviews and ratings have a greater impact on their purchasing decisions. About 87% also consider user reviews the most authentic interactions they have with brands. About 71% say “authentic” positive user reviews and ratings make a difference in purchasing decisions.
The study also found that 54% always or regularly research online photos or videos of real people before buying an item. Further, 56% would not buy from a brand without checking online reviews and ratings.
See more: 80% of Consumers Exit an Ecommerce Portal Due to Poor Search Experience
Shoppers Visit Multiple Websites Before Making a Purchase Decision
Customers tend to invest significant time and effort in researching products at different price points and on more than the brand’s website. Third-party and community-driven websites make social proof easily accessible to shoppers by showcasing reviews and UGC at important touchpoints across the customer journey, from marketplace product listings to social media posts.
The study found that consumers research products in the lower price range on one or more websites. About 55% visit 3-9 websites to research products in the medium price range. Further, marketplaces like Amazon are the common go-to places to research products of a lower price range, while search engines are the common go-to places to research products with a high price range.
All Generations Want Authentic Content from Customers
Generational differences exist in how customers interact with brands and make purchase decisions. However, there are no distinct differences between how Gen Z, Millennials, and Gen X shoppers research products. When it comes to customer feedback on brands and products, all generations want the same: authentic content from shoppers they can relate to.
However, the impact of authentic brand interactions fluctuates across the generations. For example, Gen X shoppers have higher expectations regarding brand authenticity in customer support interactions and agent qualities. Gen X shoppers are also more likely to take action after receiving an authentic customer care experience.
About 60% of Generation X consumers ranked “They talk to you in your language” as very important compared to 43% of Gen Z shoppers. About 52% of Gen X ranked “You can contact them in the way you prefer” as very important vs. 32% of Gen Z. About 44% of Gen X shoppers are likely to recommend a brand after receiving an authentic customer care experience, as opposed to only 28% of Gen Z. About 49% of Gen X shoppers who received an authentic customer care experience will likely buy again from a brand, as against 33% of Gen Z.
Being Experience-centric
Referrals and word-of-mouth marketing have been an essential part of customer experience for a long time, even before social media platforms and marketplace reviews. However, with brands expanding their geographical reach, a broader digital consumer base, and the proliferation of social media and marketplaces, social proof, such as customer reviews, ratings, and UGC, has become essential for companies to connect with their online consumers and build a sense of trust.
Most importantly, people crave authenticity, irrespective of the generation. Brands can champion the experiences and voices of their existing customers and benefit from the positive impact they have on a person’s online shopping journey.
How are you using social proof to build trust among your customers? Share with us on Facebook, Twitter, and LinkedIn.
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