By Smashing Media (December, 2010)
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Extra info for How to Create Selling E-Commerce Websites
In fact, if your comment is meaningful and helpful, you may be able to win loyal customers by providing them with alternative options that are perfectly tailored to their interests. If you have a substantial group of enthusiastic reviewers, the good reviews and positive effects will drown out the negative reviews. In the following sections, we’ll analyze how you can make it easy for users to give quality feedback and share it with other visitors. We’ll focus on ratings, reviews, the interaction facilitated by them, as well as some aspects of sharing.
Once we connect a review of the person with his personal activities, his work or his professional information, the information suddenly seems much more reliable and trustworthy. Display the author’s name as a link and the most important information about them, such as location, rank and type of user. By clicking on the link and scanning their other reviews, users can evaluate the reviewer’s trustworthiness. You might also want to reward active reviewers. Give them a separate sub-page where they can introduce themselves and show all of their reviews at once.
User-generated content has some further risks, too: for instance, competitors could invade your website to plant fake reviews. To avoid this, moderate the review section and invite users to report any concern they have with a review. Moderating reviews is a powerful tool, but you need to make sure that you use it responsibly. If you are not careful, you could develop the habit of deleting reviews that actually do serve your business. Moderate only those reviews that state untruthful things or that are abusive or do not contain any helpful information.