Which is more affective, ratings vs. recommendation

7 Jul 2009 - 3:36pm
5 years ago
1 reply
434 reads
Chad Mortensen
2007

Does anyone have past experience with whether displaying a users
rating (average rating 3.5/5) vs. a users recommendation (65%
recommend this) performed better than the other on a commerce site.
Specifically a travel site but any commerce experience would probably
still be relevant.

Thanks

Comments

7 Jul 2009 - 4:09pm
James Deer
2009

I've had experience of this within the fashion sector.

Using user recommendations is a bit ambiguous, at what point does a
rating of 1 to 5 become a recommendation? Or do you just have a "I
recommend this" button which translates to, you either liked it, or
you didn't. Ratings give the user a little more space, "I liked it
but...".

A rating provides a solid picture.

This product scored an average of 4/5.

Compared to

90% of people recommended this.

What about the last 10%, how many people are within the last 10%. It
raises more questions than what it's worth in my opinion. It's also
harder (not impossible) to represent this easily.

Amazon uses both.

We found using ratings, had higher conversions, we didn't try both
combined.

Best,
James :)

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