Online marketers have been advised that internet reviews can be essential to ensuring return on investment (ROI).

According to a new study from PowerReviews user-generated reviews not only create web content that can be used for search engine optimisation purposes, they also add an element of trustworthiness that aids creating a bond with the customer.

PowerReviews claims that in order for internet advertisers to secure "loyal, lifelong shoppers" merchants should consider the value of customer reviews – with 79 per cent suggesting that the product page can be a successful place for a review hub.

It was also revealed that the respondents had been surprised by the number of good review their products were receiving and that initial fears over negative content had been unfounded.

Jay Shaffer, vice president of marketing at PowerReviews, said "[The] survey highlights … how retailers are [experiencing] increased customer loyalty, a better customer experience, and an increased ROI."

The white paper was put together by the e-tailing group and can be downloaded online.

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