Online reviews written by fellow shoppers help convert consumers who research shopping decisions online, according to a January 2007 study by MarketingSherpa and Prospectiv.

Nearly six in 10 respondents “strongly” or “somewhat” preferred sites with peer-written product reviews, while only 14% did not trust such reviews. Results were the same regardless of whether shoppers made their actual purchases online or off.

According to eMarketer, the study also listed case studies of firms whose conversion rates improved after adding customer reviews. In one example, top-rated products converted at a 49% higher rate after PETCO added customer reviews to its site. Shoppers who navigated through the ratings section spent 63% more than shoppers using other navigation.

The average order size of PETCO shoppers who read reviews and shopped using review ratings links was 40% higher than that of the firm’s typical shopper.

Source: “Reviews Boost E-Commerce Conversions,” eMarketer 05/25/07.

Related Post: “Online Food Reviews Gain Popularity,” EBT Blog 05/11/07.

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