Nearly two-thirds (65%) of UK shoppers believe that seeing reviews from other customers is an important part of their decision-making process when making a purchase online, according to new research.
In comparison, only 23% feel it’s important to see images of what they’re buying according to research released by Episerver, the company transforming digital experiences.
Episerver’s 2018 Reimagining Commerce report, based on a survey of more than 4,000 online shoppers from around the globe, reveals that for the 1,000 shoppers questioned in the UK, customer reviews are ranked as a vital factor for encouraging online purchases. By contrast, less than 10% felt social media posts influence their decisions and less than 2% thought it was important for products to be endorsed by celebrities despite the popularity of social media influencers today.
While around a quarter of consumers say it is important to see static images of the product, nearly twice as many (45%) want to see images of the product while in use.
“The fact that consumers want to see products in use before they buy speaks to their desire for retailers to show them how items relate to them personally,” said Ed Kennedy, senior director of digital commerce strategy at Episerver. “Shoppers don’t want to rely on stock photos just as much as they don’t want retailers to rely on dated website practices. Consumers want products that are meant for them and that starts and ends with the right content in a commerce environment. Today, nothing is more important than presenting information that is authentic and relevant to consumers who value personalised experiences and the ability to do their due diligence when selecting a product or service.”
For more insights into the state of digital commerce and for tips on increasing engagement and conversions, download the 2018 Reimagining Commerce report.
