Return Rates Drop with Customer Reviews
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After taking a break for a Valentine's Day blog yesterday, I want to return today to where we left off on Wednesday: The e-tailing group’s study about customer reviews.
One finding that may drop your jaw is the following: Customer reviews improve return rates. "Products typically saw a 1 percent return rate, but with reviews, return rates dropped to .83 percent on higher ticket items,"according to John Lazarchic, vice president of e-commerce for Petco. "And for products that have 50 reviews, returns have decreased by 4 percent."
Golfsmith -- which includes reviews on its search landing page --- saw a reduction in returns from 5.2 percent to 2.7 percent after reviews were implemented.
One e-tailer told me just this week that his company is redoing its Web site and considering the addition of customer reviews. From the results of this study, I would say it's a fine idea.
Latest Comments
Hi, Carol, Great post. It's true that Petco and Golfsmith have seen a drop in product returns, and of course their customers have a better shopping experience by getting to hear the opinions of other customers. What is also interesting to note is that some of our customers - Petco and Golfsmith are both Bazaarvoice clients - are also taking note of lower-rated products and using this input to improve products or work with vendors to be more efficient in determining what to sell online. Tons of data on the power of reviews at www.bazaarvoice.com/casestudies.
Comment By: Leigh Choate - Bazaarvoice | 2/16/08 at 6:31 PM Return Rates Drop with Customer Reviews
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