Looking for great examples of customer reviews for ecommerce.

22 Jun 2010 - 10:47am
4 years ago
3 replies
5946 reads
Stew Dean
2007

Hi,    I'm looking to collect some best practice examples to feed into a ratings and reviews project I'm working on for an ecommerce site in the UK. Can you think of any great examples - maybe something you've seen or something you've done you wouldn't mind sharing. 

  Thanks in advance for your help.   Cheers
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Stew Dean

Comments

22 Jun 2010 - 12:28pm
erinjo
2010

Hi Stew,

Some things you might want to consider:  Will you allow only verified buyers to write reviews?  Will you allow staff members to write product expert editorial reviews? If so, designate these two types of reviewers with different badges by the postings.  Will you allow staff members to leave responses to reviews (such as customers saying they didn't understand how to put the item together)?

Create predefined attributes that the customer can choose for the product (comfortable, clean, hard to put together, etc) but also allow the customer to add his own attribute or tag to the review.  All the customer to give a rating for various aspects of the product.  For instance, a pair of trousers might be rated on fit, quality, comfort, price, and an overall rating.  

On the product page, give shoppers different ways to sort the reviews, just like you'd give them different ways to sort products in categories.  These could be Oldest, Newest, Top Rated, Worst Rated, Most Helpful, etc.  Look at this product page from Sephora in their ratings and reviews section to see the long list of sort options they offer: http://www.sephora.com/browse/product.jhtml?id=P247392&categoryId=C105

Incorporate the data you gather from the reviews into your merchandising or search platform.  You can let shoppers sort products on category pages or search pages based on things like Highest Rated Products, Lowest Rated Products, Most Reviewed Products, etc.  If you look at this category page from Kiddicare, they included a green bar that says navigate to products using customer feedback: http://www.kiddicare.com/webapp/wcs/stores/servlet/categorydisplay10A_82_10751_14689_-1__14053_14053_10001_14053  Shoppers can then choose some of the attributes that review writers added to products.

Hope that helps.

Erin

22 Jun 2010 - 5:05pm
jordancssl
2010

I like the way Toys R Us captures structured customer feedback on their products and leverages it for faceted search and refinement.
http://www.toysrus.com/family/index.jsp?categoryId=2256616

Check out the 'Customer Feedback' facets in the left hand nav at the bottom.  Those options come directly from customer reviews/feedback so that users can narrow results by selecting attributes of the feedback (i.e. Why I like the product, how I use it, who I am).

I believe this comes from PowerReviews which also supports the Buzzillions site.

-Jordan


From: erinjo <erin@flatfrogdesign.com>
To: jordan_cassel@yahoo.com
Sent: Tue, June 22, 2010 3:09:30 PM
Subject: Re: [IxDA] Looking for great examples of customer reviews for ecommerce.

Hi Stew,

Some things you might want to consider:  Will you allow only verified buyers to write reviews?  Will you allow staff members to write product expert editorial reviews? If so, designate these two types of reviewers with different badges by the postings.  Will you allow staff members to leave responses to reviews (such as customers saying they didn't understand how to put the item together)?

Create predefined attributes that the customer can choose for the product (comfortable, clean, hard to put together, etc) but also allow the customer to add his own attribute or tag to the review.  All the customer to give a rating for various aspects of the product.  For instance, a pair of trousers might be rated on fit, quality, comfort, price, and an overall rating.  

On the product page, give shoppers different ways to sort the reviews, just like you'd give them different ways to sort products in categories.  These could be Oldest, Newest, Top Rated, Worst Rated, Most Helpful, etc.  Look at this product page from Sephora in their ratings and reviews section to see the long list of sort options they offer: http://www.sephora.com/browse/product.jhtml?id=P247392&categoryId=C105 [1]

Incorporate the data you gather from the reviews into your merchandising or search platform.  You can let shoppers sort products on category pages or search pages based on things like Highest Rated Products, Lowest Rated Products, Most Reviewed Products, etc.  If you look at this category page from Kiddicare, they included a green bar that says navigate to products using customer feedback: http://www.kiddicare.com/webapp/wcs/stores/servlet/categorydisplay10A_82_10751_14689_-1__14053_14053_10001_14053 [2]  Shoppers can then choose some of the attributes that review writers added to products.

Hope that helps.

Erin

22 Jun 2010 - 12:55pm
hersh
2010

Stew,

amazon.com does a really good job with customer reviews when it comes to consumer products. They have nailed a good one-style-fits-all template with all required bells and whistles. If you are building something in house, I'd say amazon is your best guide.

Most other e-commerce websites I studied do a standard job when it comes to reviews. They use tools fromcompanies like bazaarvoice or power reviews. They have a fairly standard template with a few custom questions depending on the kind of product. With bazaar voice there is workflow behind the scenes for moderation and reporting. I think it does the job nicely enough, nothing special. That's all I know for now.

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