If you type “effectiveness of online reviews” in a search engine you will find many reports that will tell you that reviews have a huge impact on online purchases. We do believe the same. Word of mouth is the strongest marketing tool available to any business. Online it is just the same.
“83% buys faster at a webshop with customer reviews” (Soykan 2017)
Our college from WebwinkelKeur, Sibel Soykan, did a graduation research at our company on this aspect and found that “83,3% of the respondents indicate that they buy faster at the web store if they have customer reviews.” Link to her her article (in Dutch): https://www.webwinkelkeur.nl/onderzoek-invloed-keurmerk-klantbeoordelingen/
List of independent research
This report of Soykan was sponsored by WebwinkelKeur. Also many of the reports you will find online are sponsored by a company that facilitates online reviews. Truly independent research on customer reviews is rare. Here is what we have found:
“Ratings are the 3rd most important factor when making purchase decisions” (Simon-Kucher & Partners 2019)
The Rating Economy – Consumer Survey https://www.simon-kucher.com/nl/TheRatingEconomy-Overview
“The information in consumer reviews is widely considered as more reliable than marketer-sponsored information” (Constantinides and Holleschovsky 2016)
Impact of Online Product Reviews on Purchasing Decisions https://www.scitepress.org/Papers/2016/58610/58610.pdf
Have you found a truly independent research that investigates the effect of online reviews? Information is power!
Please tell and we will add it to the list.