On Jul 14, 2009, at 8:32 AM, Michael Etgen wrote:
Does anyone know of any academic or industry research that addresses how users react-to/perceive products on a site when there is a function displayed for ratings/reviews, but none (or maybe just 1) have been completed?
We've been talking about it. I mentioned it in this presentation: http://is.gd/1wndV (The specifics you're interested start about slide 26.)
Basically, we've found there's a negative reaction that users have when the review or rating system isn't populated or is only filled with negative reviews or ratings.
Our current thinking is that you only want to have a review/rating system if you are sure folks will participate.
When we studied Amazon's reviews, we estimated that for the average product, it takes 1300 purchases to generate a review. If you want 20 reviews for your most popular products and you run at an average conversion rate of 2%, we estimate you need 1,300,000 visitors to the product to succeed.
On low volume sites, you have to resort to other strategies to encourage reviewing & rating.
Hope that helps, Jared Jared M. Spool User Interface Engineering 510 Turnpike St., Suite 102, North Andover, MA 01845 e: [email protected] p: +1 978 327 5561 http://uie.com Blog: http://uie.com/brainsparks Twitter: @jmspool ________________________________________________________________ Welcome to the Interaction Design Association (IxDA)! To post to this list ....... [email protected] Unsubscribe ................ http://www.ixda.org/unsubscribe List Guidelines ............ http://www.ixda.org/guidelines List Help .................. http://www.ixda.org/help
