Infographic: UK consumers trust online reviews over professionally written content

One fifth of UK consumers are happy to leave reviews online after purchase with websites containing user reviews 3.2 times more likely to convert sales compared to those without.

The Pursuit of Happiness: The Road to Consumer Advocacy report published by Reevoo, revealed that 70 per cent of consumers trust recommendations from friends over professionally written content, and 50 per cent trust reviews more than any other source.

Analysing the results of over 1.7m reviews Reevoo found men were marginally more likely than women to leave an online review as 52 per cent of all reviews are left by male shoppers.

“Through reviews, blogging or social media, consumers are increasingly talking about their shopping and brand experiences across the digital landscape. Rather than ignore these conversations, retailers should be embracing them – good and bad - to enhance their marketing activities and improve every aspect of their business,” said Peter Simpson, chief marketing officer at Reevoo.

“Incorporating user-generated content into a website is a powerful conversion driver, if that content is implemented and managed properly. An independent third party review service can validate feedback, and manage the process to make happy customers stimulate business growth.”

The most positive reviews were left on Tuesdays and consumers were least likely to review on a Sunday, with review volumes decreasing 30 per cent on the daily average. Reevoo's guide to a happy customer can be found in the infographic below:

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