Trust the customer or the merchant?
When you shop, are you influenced by reviews? I do value reviews, especially online shopping where I can’t access the real things. That’s exactly what I’m going to discuss; Williams encourages customers to sunbathe directly on their product pages, allowing them to interact independently rather than just getting posed images from the merchant.
Why it works？
For most high-end furniture brands, their customers are high-income earners, a demographic that has too many things to deal with in a day and has far less use of social media than teenagers. So these brands put more focus on offline shopping as well as the design of their official websites.
William lets customers share images directly below their products, promoting increased purchase rates and a better user experience in the simplest way possible. According to surveys, 93% of customers read online reviews before making a purchase. Consumers not only want to see reviews of your products and services, but they also want to know the specific details in customer reviews. In fact, according to their data, 97% of participants said that customer reviews influence their purchasing decisions. 92% of consumers hesitate to purchase without customer reviews.
These statistics demonstrate the effectiveness of this initiative and will go a long way in helping organizations achieve their marketing goals.
What attracted me?
Reviews have a significant influence on me, as well as on many others. This is where Williams distinguishes itself. However, it is peculiar that the official websites of several high-end furniture brands do not display reviews. Although I may not appreciate the pictures taken by Williams, if there is a particular photo in a review that accurately represents what I am looking for, I am more inclined to purchase the product due to the realistic depiction provided by buyer photos. When ads are shown, they often state that the pictures are just for reference. That’s why I believe it’s crucial to have reviews available.
Will it last?
I believe it will endure because reviews increase sales and improve user experience. Additionally, including a review section on the official website requires less investment than placing many ads on an external site. Users can also easily share photos they take on social media. Therefore, for Williams, this is a beneficial measure to take.
