The World's Only Online Magazine Devoted Exclusively to the Business of Bowling
If you were ever unsure of the power of word of mouth (WOM) consider these
Recommendations from family and friends trump all other consumer touch
points when it comes to influencing purchases.
According to a global Nielsen survey of 26,486 Internet users in 47
markets, consumer recommendations are the most credible form of advertising
among 78% of the study¹s respondents. (Nielsen, ³Word-of-Mouth the Most
Powerful Selling Tool²).
On-line social network users were three times more likely to trust their
peers' opinions over advertising when making purchase decisions.
When asked what sources of information they are ³very likely² to consult
before making a decision about their entertainment options, 62% named Web
sites with user reviews as their top choice, even beating out a
knowledgeable friend (59%).
11% of retailers reported a 20% or more overall increase in conversions
as a result of adding reviews to their sites, 21% reported an 11% to 20%
increase and 5% reported a 1% to 10% increase.
Need more reasons to put customer reviews on your web site?
Here's one more:
By 2020, 84% of marketers agree that building customer trust will become
marketing¹s primary objective, and 82% agree that collaboration with
customers will prevail over marketing.