A survey conducted by Moz revealed that nearly 55% of respondents saw online reviews as being an important part of the decision-making process. Polyvore, which offers a curated shopping experience, boasts a higher conversion rate and higher average order total than Facebook, Twitter, and other social media sites combined. Having too many choices can be overwhelming, which explains why consumers are looking for help when making a purchase.
Brands should not only be focused on providing customers with what they ask for, they should also be positioning themselves as experts in their industry to help guide customers through difficult choices.
They should consider how best to provide the advice that customers are looking for (and will trust), whether through on-site product reviews, look books that demonstrate how to wear this seasons trends, or other forms of high quality content.