Ninety per cent of shoppers check reviews before making purchases online purchases, according to Salience, a British digital marketing specialist, and 94% say they would not buy normally buy from a business with a trust rating below 4 our of 5.
For 2020, pre-owned watch specialist Watchfinder.co.uk was ranked as the most trusted site, with an average score of 4.8 from over 25,000 reviews.
The finding is significant given the decade of work put into cleaning up the reputation of second hand watch trading by Watchfinder, now owned by Richemont.
Watchshop.com also ranked highly with an average score of 4.6.
Firstclasswatches.co.uk and Jurawatches.co.uk also made the top ten most trusted sites.
The Salience ranking is not based solely on review scores.
To create the overall score and ranking, the consultant uses a proprietary algorithm it calls E-A-T and notes: “There’s no single score to judge trust. Instead, it’s a holistic view of your website’s expertise, authority and trustworthiness. It centres around both on and off-site signals. Think external review platforms, high-quality links, transparency over processes and policies, and plenty more”.
Salience says that focusing on building trust through positive reviews is crucial to ecommerce operators, and offers three top tips to improve ranking:
- Incorporate external review platforms into your buying process to ensure maximum take-up.
- Bad reviews need to be answered and fast. Users are more likely to ignore bad reviews if they see fast replies.
- Do not ignore the power of good reviews. eCommerce sites are judged by both users and search engines on their review platforms.