The Benefits of Checking Product Ratings When Comparison Shopping Online

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Today's consumers are more digitally engaged than ever. Not only are they choosing to spend their money at online stores instead of physical retail locations, they are also relying on the Internet to help with comparison shopping. The Internet allows them to instantly find the best bargains for every item on their list, and, more importantly, gives them access to product ratings written by fellow shoppers.

Studies sponsored by marketing agencies indicate that more than 33% of adult shoppers are highly influenced by independent third-party product ratings from actual users. This makes sense, as real customers are more likely to be truthful in their valuations than the manufacturers themselves or even some professional reviewers who might have an interest in keeping big corporations happy. Moreover, it's easier for a potential buyer to identify with other average users instead of "experts" who already know the ins and outs of the product in question. Shoppers simply assume they will have a similar experience as their peers.

The results of these studies provide that consumers are well aware of the fact that checking product ratings when comparison shopping for the best bargains online can yield many benefits. Some of the more compelling ones include:

Honest opinions

The number one reason to read customer product ratings is for the honest opinions about performance and value. Many people take pleasure in the idea that their words might help others make a smarter decision, and therefore go out of their way way to as comprehensive, detailed, and candid as possible in their reviews.

Of course, because anyone can post anything on the Internet, there's a chance you'll come across some misleading reviews. But as long as you exercise common sense and disregard the outliers (reviews that either absolutely rave about or totally rail against the product), you can glean lots of important information that should make your comparison shopping efforts more effective.

Merchant ratings

Every online shopper has made at least one dud purchase that needed to be returned or replaced for some reason. These returns are usually a consequence of not being able to physically examine or try on an item before buying, and make customer service a critical component of the overall shopping experience. Most people would prefer conducting with a reputable merchant that offers a generous return policy, even if they think a different store has the best bargains. Consumers who take the time to write product ratings know this, and then tend to include a brief summary of their impressions of the store based on elements such as on-time delivery, helpfulness, and ease of returns.

Helpful tips

There may be occasions when an item has a known deficiency that is annoying and inconvenient, but does not necessarily warrant a return or exchange. In many of these cases, a mechanically inclined consumer has already figured out a workaround, and has shared his or her tips within a product review. Following the suggestions of knowledgeable reviewers can help you get the most out of your product without going through the aggravation of a lengthy return process.

Every shopper would do well to remember that the phrase "caveat emptor," or or let the buyer beware, has been around since the time when the Romans ruled the world. This saying goes to show that retail transactions have favored the merchant for thousands of years. But now that consumers have some very powerful resources at their disposal, including product reviews and advanced comparison shopping tools, the tide looks to be turning.

Source by Stephanie Elman

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