What the data says

1. A third of shoppers are looking at customer reviews, ratings and photos. Some 32 per cent of shoppers are interacting with content from past customers. This varies across verticals; when it comes to the home and garden section, 30 per cent of customers are engaged with customer content, while 41 per cent of electronics shoppers are looking at what past customers have to say and show.

2. Customers who see reviews and photos from other customers have a 166 per cent higher conversion rate. The average conversion rate across all verticals in e-commerce is 2.1 per cent, while the average conversion rate of shoppers who interact with reviews, ratings and customer photos is 5.6 per cent – a 166 per cent increase. This, too, varies across verticals with fashion brands seeing a 215 per cent uplift in conversions from shoppers who see customer content.

3. It’s not hard to see what matters most to customers; you just need to read what they are writing about in reviews. The words that appear most in reviews overall are “quality”, “service” and “time”, which clues businesses into the importance of the quality of goods, customer service and shipping times. In fashion, it should come as no surprise that customers are writing about “fit”, whereas food and tobacco buyers talk about “flavour”.

4. Most reviews for clothing are written on Wednesdays at 3pm, smack in the middle of the working week. It’s hard to know why this happens, but you could infer it might have something to do with hump-day boredom. The fewest reviews for fashion are written on Thursday at 12pm.

5. A survey of shoppers showed what they really care about when it comes to product photos – and it’s an authentic image taken by a past buyer. Some 77 per cent of consumers said they prefer to see photos that were taken by a customer, over those taken by a brand or retailer.

6. Having good reviews really pays off. Some 54 per cent of e-commerce orders are made for products that have an average rating of five stars. Products with an average rating of four stars make up another 40 per cent, meaning that four and five-star products account for 94 per cent of all e-commerce orders.

To see more interesting eCommerce data visit Yotpo’s Data Labs