What is the most effective content on your website?

Recently, Nielsen conducted a study on what type of content on websites most influences consumers.
They looked at:
Branded Content - this is content you put on your website yourself about your product or service
User Reviews - these are reviews by your customers of your product
Expert Reviews - reviews done by experts about your product.

On your own website, you will be saying how wonderful your product is, combined with beautiful photography, videos etc. This is all nice, but what people are most influenced by is if someone else says how wonderful you are!

The research indicated that Expert Reviews have the most impact. This could include winning a relevant award or an endorsement by a celebrity.
Idea: a video clip of a credible 'expert' will help your customers make a purchase.

User Reviews are second. This includes sites like Tripadvisor (if you work in tourism) or customer reviews on your website.

So, how could you influence your customers with Expert and User Reviews?

Till next week, Marijke