Digital advertisers could use customer product reviews as a way of increasing sales, as indicated by the success of one online retailer.

UK-based electrical appliance store,, has seen its conversion rates improve by up to 14.2 per cent through implementing customer review options on its site.

The marketing director at eSpares, Matthew Henton, observed the importance that customers place on feedback from other consumers.

"We’ve been so impressed with all the helpful hints and tips that are left in product reviews. This is what’s giving so many visitors the confidence to fix their appliances themselves," he said – suggesting that those providing online marketing services might like to offer the same option.

Recent studies by Bazaarvoice and Jupiter Research revealed that reviews are considered an integral part of e-retail, with 97 per cent of UK consumers trusting what they read online.

Further advice for marketers recently came from Microsoft’s Libby Thomas, who recommended featuring prices on pages and focusing on unique selling points.

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