Ratings & Reviews | A baseline for retail

Ratings and reviews aren't always seen as "social media," possibly because they're not as exciting as social networks or as en vogue as blogs. But they're an often overlooked social application--but I would suggest one that should be a baseline for any retail website.

Today, eMarketer published an article with studies that suggest ratings and reviews are essential to online shoppers. Not only are they the most desired of Web functions, but they are highly valued. Here are two charts that illustrate this:



If they are so useful, why aren't more websites integrating them into the user experience? My guess is that most companies are afraid of them. "What if someone says something bad?" is the most common question I am asked by my clients.

I tell them two things. First, it's ok if someone says something bad. It provides you with a chance to listen to them (like a free focus group!). But also, one bad interview does not necessarily turn a potential customer away. I fact, research I have conducted has shown that users want the good and the bad--they tell me they are smart enough to evaluate each response and to make up their own mind.

Second, a bad review is an opportunity for the next user to counter. Not only does it happens, but this type of advocacy is invaluable. You can't pay your best PR people for it.

I'd really like to see more retailers experiment with ratings and reviews. Your customers want them. Shouldn't you give it a try?