As our society turns more and more to the Internet for consumption, so shifts where we seek advice and feedback on products in order to justify a purchase decision. No longer are we as a society satisfied with what 4 out of 5 dentists recommend, or the exhausting debate over whether you’re a ‘choosy’ mom or not. According to Jupiter Research (August 2006), 77% of customers use reviews in their decision-making process when shopping online. Jupiter also reports that over 60% of people who buy offline had researched online, thus reviews significantly impacts offline purchasing as well.
User-generated content on your website will accomplish two main objectives for your online business. It will increase your conversion rate and improve your natural search rankings in all the search engines.