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In only the second time Cyber Monday has broken a billion dollars, Cyber Monday 2011 sales were estimated at more than $1.2 billion. Eclipsing last year’s record of $1.03 billion, Cyber Monday 2011 also experienced a 33% increase in online sales and a 6.6% increase in mobile sales. As a glaring sign of customers becoming more comfortable buying online, your online reputation is more important now than ever. Both experienced and beginning online shoppers know the difference between a trustworthy and suspicious website, and if they feel any apprehension they’ll be on your competitor’s website in a matter of seconds. Looking for an easy way to make them stay and spend money on your products? Two words: customer reviews.
Let’s say you’re sitting on Company A’s website uncertain if you want to go through with a purchase and you see some reviews at the bottom of the page. Although they’re most likely total strangers, if you’re not sure how efficient Company A’s online payment system is, reading a dozen reviews claiming “fast and easy payment” will ease your fears. And considering there are other variables such as cost of shipping, length of shipping, and customer service, having several positive reviews covering the full spectrum of consumer fears is a beneficial strategy. People like to be told “everything is going to be ok”, especially someone about to spend money online.
Although the structured boom of Cyber Monday is over, there is still a large amount of consumers who need to buy gifts online. Procrastinators, workers waiting for another paycheck, no matter what the reason people will be continuing to buy online for the next few weeks. One easy way to prove your website’s validity is other customers expressing their gratitude for an enjoyable purchasing experience. And the beauty of it all: online reviews will influence customers into next year and beyond. They’re truly the gift that keeps on giving.
