• Image-based reviews can be helpful to customers and to retailers – but only if they meet a couple of specifications
• Hedonic items benefit most from image-based reviews
• Retailers should consider how they can make the review process more effective

We’ve all been there, you only meant to have a quick browse through Amazon or ASOS, but now you’re clicking purchase and eagerly awaiting the arrival of this week’s online-shopping haul. But as Christmas comes hurtling towards us, most of us are trawling through hundreds of items online, doing our best to make sure that the presents we want to buy are exactly as described online and won’t bring disappointment.

So how do you look for that reassurance? Most often, shoppers look to the reviews section to steer their purchasing decisions. Seeing the “proof” of those that have bought the item and are pleased (or even displeased) with it can be the motivator for either adding an item to our baskets, or scrolling onwards.

But what style of review works best for customers? Do you want a super detailed 500-word review about the quality of the product? Or is a simple five-star rating enough to make you take the plunge? For some, maybe a picture of the product can be beneficial in helping them to gauge the quality, the colour, the sizing etc outside of polished advertiser images… Everyone is different.

But are image-based reviews always helpful? Perhaps not for the seller.

Research from Professor Raoul Kübler at ESSEC Business School found that when images are included in a review, this can sometimes decrease its helpfulness, and thus negatively impact shopping behaviour.

The study, which analysed over 97,000 reviews left on Amazon and over 6000 images, found that companies should encourage people to leave an image in their review if their feedback is positive. Doing so, the research says, can increase the reviews helpfulness by as much as 85%.

Reviewer Reputation

But it’s not all solely about the image. The reputation of the reviewer also has a major impact on the perceived helpfulness of the review. The study found that if a reviewer has a positive reputation, that can increase the reviews helpfulness by 400%.

This could be because a reviewer with high credibility is automatically deemed as more trustworthy. Like other forms of influencers online, those who have gained a verified or “top reviewer” status, having gathered a number of positive ratings for their previous reviews, can be quite compelling when it comes to customers’ decision-making. The combination of a visual review along with the well-respected reviewers account will naturally increase confidence in the review itself.

Product types

Of course, the helpfulness of a review will be impacted by the type of product too. If someone leaves a review on a dress, declaring it the best dress they’ve ever bought, that doesn’t necessarily mean that other customers will then think that too. Everyone is different, with different likes and preferences particularly with items as subjective as clothing.

So, with that in mind, it’s to be expected that some photographic product reviews can be more helpful than others.

The study found that “experience products” such as clothing or cosmetics benefit more from image reviews because it’s helpful for consumers to assess the quality. But “hedonic” or luxury items benefit from image reviews even further. This is because of the emotions and sensory evaluations that products like these can evoke.

Furthermore, if the images show a product being used, and if it is accompanied by a detailed review, this combination provides the most compelling case for other customers when considering whether to go ahead with a purchase.

So, what should retailers do?

Reviews can also greatly impact brands. For small, lesser-known brands in particular, a review can be what makes or breaks their sales strategies, especially where they have not had opportunity to build the same level of trust with consumers that a bigger or more established name might have.

If reviews are to be genuinely helpful, the researchers suggest that retailers find ways to better incentivize customers to leave their feedback after purchase, build their credibility and, of course, take the time to upload images to accompany their words.

The research suggests that online retailers can further support this by offering visual guides to customers so they can understand how to make a review as effective as possible. Perhaps if they can read or watch a video about what makes a review genuinely helpful, they can tailor their own reviews in order to better help others.

Leaving a review – and a visual one at that – also takes time and effort. Retailers should make sure whatever process they put in place is as easy as possible for customers to access.

So, whilst you (and I) scroll through endless websites trying to find the perfect gift, whether that be for a loved one or yourself, think about the impact that a review has on you, and maybe even consider leaving one yourself. Especially if it’s for a smaller brand.

By, Georgina Tierney

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