@crisdresch

about online marketing

Ratings and Reviews – The Social Validation in Websites

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It’s funny how we as human beings always have the desire to fit in, to be like the crowd. Interestingly, there are studies that prove that in a social situation we will look to others to see how we should behave. It’s not considered a conscious process, since we don’t really know we are doing it. Susan M. Weinschenk, author of Neuro Web Design, calls this behavior social validation.

How to use social validation in websites

  • Tell a story – It’s easier for people to associate with others they believe they can somehow relate. Whenever you are adding rating and review, you should add a mini persona or scenario, which will help to add a narrative element to the story.
  • What do they think? What did they do? Online ratings and reviews is a feature that is becoming more and more popular, especially in ecommerce websites. Weinschenk says it affects us “most powerfully at a non-conscious level.” For this reason, ratings and reviews should always be very visible for users, whenever they are browsing the website. Another effective way to do the same is by showing what other users have bought before. If we go back to the theory of wanting to fit in the crowd, this makes a lot of sense.  But it’s always good to keep in mind that ratings and reviews can sometimes get suspicious, so make sure you use story telling also as a way of making sure the user understands that’s real.
  • Be logical – Ratings and reviews help us in a non-conscious level, but it’s also part of a rational decision. So it’s always important to include data, charts, graphs, and statistics to present the ratings in a more logical and visual way.
  • Right reviewers – It’s not only about telling a story. If you don’t have the right characters, this won’t solve any issues (it might even create bigger ones). So make sure you understand your audience and add reviewers according to that. Reviewers who can somehow connect to your potential customers.
  • Experience – You need to remember that not everyone is a contributor (remember the social technographics ladder?), so make sure to count every interaction. As an example, on Youtube, you can see the ratings but also you can see the views in each video. This will influence us to watch it, contributing to our behavior. So it’s not everything about products, it’s also about experience. Showing what other actions were performed by different users in a website can be very persuasive.
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Written by Cristina Dresch

July 4, 2011 at 10:00 AM

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