Social Media Reviews Drive E-commerce Conversion [Infographic]

By Kimberlee Morrison Comment


E-commerce is a booming market, and its growth is closely tied to social media engagement. This engagement from users is often in the form of posting to their networks about positive or negative experiences, or by posting reviews to ecommerce sites. An infographic from Bazaarvoice highlights how reviews can impact sales and return on social media investment.

The infographic is based on sample data collected from the Bazaarvoice network, and it analyzed 57 million reviews and more than 35 billion product pageviews.

One of the most effective tools for increasing feedback across your site, is to syndicate customer content. Featuring user-generated content across the site, encouraged others to leave reviews, which also improved product coverage compared to native content alone.

For example, featuring reviews next to consumer electronics resulted in a 324 percent increase in review volume, and a 26 percent increase in product coverage. In hardware, it caused a 259 percent increase in review volume, and an 18 percent increase in product coverage.

As the volume of reviews increase, so does the profile of the site. During early stages of growth, conversation in the reviews serves to drive traffic. Once there are more than eight reviews, sites begin to see growth in organic search traffic. When more than 100 reviews have been collected, businesses can see trends in feedback, such as sentiment or product suggestions.

And as the number of reviews ticks even higher, businesses start to see increases in the conversion rate. Just one review can increase the conversion rate by 10 percent. At 100 reviews the conversion rate can be boosted by up to 37 percent, and by the time there are 200 reviews, the rate can be boosted as much as 44 percent.

To see how dynamic content, like reviews, can boost SEO view the infographic below. For even more detail view the full report (pdf).

Top image courtesy of Shutterstock.