A survey of online and offline shoppers called Transforming the Multichannel Shopper was conducted in April by the J.C. Williams Group. They found that 92% of shoppers find online reviews 'very" or 'extremely helpful' when making a shopping decision. Reviews even outpaced keyword search at 71%.
The take-away here is that if you have an e-commerce site, you'd better be posting your customer's reviews. This result continues to demonstrate the power of the consumer in a Web 2.0 world. Consumers own your brand and will determine its success or failure. And don't be afraid of negative reviews. A real dialogue is much more enticing that a canned pitch.