One of the more popular features with customers on many ecommerce Web sites is “customer reviews.” They allow insight into products and help consumers feel more comfortable making purchases. There are several ways online customer reviews are implemented on ecommerce Web sites, some better than others. In this post we look at how different retailers implement reviews.

The best example of reviews is, surprise, Amazon.com. This site is the ultimate in user reviews. It is easy to find the user ratings, and the system is easy to understand. Not only can you rate products, but you can also rate others’ ratings. You can rank reviews so that those deemed most helpful are listed first, meaning that you can avoid the time-wasting fluff. Also cool? The rollover feature. Of course, you do have to be logged in to write your own review.

Dell also offers a rollover option. Additionally, it is possible (once you log in) to rate different aspects of the product, from features to quality. Dell also allows you to indicate whether or not the review was helpful.

Another company that allows users to rate individual aspects is Lowe’s. And, unlike many other ecommerce Web sites, you do not have to be logged in if you want to submit your own review.

Another site that didn’t require a login to write a review was FYE. However, the reviews are located below the fold, and therefore somewhat hard to find.

One of the more frustrating ecommerce Web sites was the Audible site. Even though it was easy to find the reviews, I had a hard time figuring out where I could write a review. It isn’t clearly marked even after you log in.

Here are more examples of the different ways ecommerce Web sites handle customer reviews. Let us know in the comments which elements of reviews you think are most helpful to driving sales.

Abe Books:

Barnes and Noble:

Blue Nile:

Buy.com:

Chapters.Indigo.ca:

Home Depot:

JTV.com:

Levenger:

Netflix:

Net Shops:

Overstock.com:

Shop NBC:

Step 2:

Tiger Direct:

Wal-Mart: