Get your customers to write your web site

Online shoppers should be writing much of your web site. That’s a clear conclusion from a new study of Internet retailers by the Internet marketing consultancy, e-consultancy.

Their study, done in conjunction with the social commerce organisation Bazaar Voice, shows that the presence of customer reviews of your products and services has a dramatic impact on your sales. According to the study, the presence of customer reviews can increase your conversion rates by 79%. Plus, the additional content provided by your customers helps search engine placing, improving things by an average of 59%.

Amazon led the way with customer reviews, such as these recent reviews of books. By adding such reviews, the credibility of the site and its products are increased.

For your web site this means adding facilities which enable people to add reviews of your products and services. One of the most popular ways of doing this is to add a script to your web site. A well known one is called Red Queen. Other are to be found listed on a script index. If you don’t have the technical skills to add these scripts, many of the programmers who wrote them will do the installation for you.

You could also use a forum, a guest book, or blogging software to enable reviews. However, these are more cumbersome and more open to abuse. If you sell products online, having some kind of review system, though, appears to help you sell even more. So this should be a high priority item to consider.


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Graham Jones
Graham Jones is an Internet Psychologist who studies the way people use the online world, in particular how people engage with businesses. He uses this knowledge to help companies improve their online connections to their customers and potential customers and offers consultancy, workshops, masterclasses and webinars. He also speaks regularly at conferences and business events. Graham is an award-winning writer and the author of 32 books, several of which are about various aspects of the Internet. For more information connect with me on Google+
Graham Jones


Graham Jones is an Internet Psychologist, professional speaker and author of 32 books who helps businesses understand the online behaviour of their customers
RT @PRCA_UK: Have you pre-ordered your copy of @DannyWhatmough's upcoming PRCA Practice Guide, Digital PR, yet? Here he is explaining why i… - 6 hours ago
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