User-Generated Content become Critical to Sales

Internet marketing consultants may profit from introducing user-generated content (UGC) such as customer feedback forms on their websites, as new research has revealed that reviews are influential in consumers' purchasing decisions.

Bazaarvoice's latest study indicates that on Cyber Monday, over 24 million customer reviews were accessed by those doing their Christmas shopping, a rise of 128 per cent on the same period a year ago.

 

And vice president of international at the company Andy Leaver commented on these results, saying that UGC is increasingly becoming an integral part of the online retail industry.

 

"These figures highlight the growing trust shoppers now place in the opinion of peers," he said.

 

Indeed, this appears to be the case as it was also seen that - in the lead-up to Cyber Monday - those looking to make purchases asked, replied to or read more than five million questions relating to merchandise.

 

"It is exciting to see how many shoppers are referencing the opinions of other customers when finding the perfect gift," Mr Leaver continued.

 

Bazaarvoice's findings come in support of those recently published by comScore.

 

The organisation discovered that product reviews are the most influential in terms of persuading people to buy, with 13 per cent of respondents admitting this sways their decisions.