Ratings and reviews matter a great deal during the shopping process. Not only can they influence a purchase—or steer consumers to one store over another—but they can also get shoppers to spend more than they intended, according to a November 2018 study from tech provider TurnTo.
The study found that if consumers were looking at two similar products—with a price difference of $2—73% of US internet users would be swayed toward the more expensive product with a higher rating. And if consumers didn’t see a review or a rating on the retailer’s site? Many (76%) would be less inclined to buy anything.
Most consumers turn to reviews to better understand a product's quality. Understandably, shoppers don’t want to spend $80 on a slow cooker that’ll break down after a month. That’s why they heavily rely on reviews—like one from Joe Smith, who wasn’t satisfied with his slow cooker—to better inform their purchasing decisions.
In general, many consumers find product performance reviews to be the most helpful, followed by reviews about a product’s value, in addition to how well it holds up over time.