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.