Researches show that the most important factor that effects customers’ purchase behaviors are the other consumers whom they get reference from. Especially nowadays, it has been proven that personal blogs, which can reach large audiences, host hundreds of comments and e-commerce sites that make sales online, have big impact on users’ purchase behaviors and attitudes. So, many large companies use Word Of Mouth Marketing ( WOMM ) to market their products by sending sample products to popular blogs aiming at seeing user comments.

According to research conducted by Deloitte, %62 of users read other users’ comments before making a purchase and %99 of these users find the comments credible. Moving from this rate, e-commerce sites should develop models that will encourage users to send comment. The most famous model to increase the number of comments, is to enable users to gain points which they will be able to use later during the purchase according to the number and content of comments. The issue that must be considered in this model; must be the quality of content rather than quantity.

The sales of the sites that dont contain comments or contain but less than other e-commerce sites when compared, are expected to be less in accordance with the number of the quality comments. Along with the spread of the function of adding comment, the impression that the sites which dont contain any comment make on the users, will be of course negative as though there has not been any sale on the site and it is inert. The users who complete their purchases by giving their credit card information on the internet, will relatively rely less on these sites when compared to vice versa.

Many B2C sites that are aware of the problem, as mentioned above, construct many campaigns aimed at increasing the number of comment. The most popular method of this, is the customer acquisition of points for their comments;

Users comment about the products that they have purchased and/or used before withing defined rules ( usually represented by star symbol ) and express their views in the fields resorted. Comments  will be examined and approved by the operation team. So user that has commented will earn an X point to be used in the latest purchases.

In the payment step that is the last step of purchase, users’ points will be shown and they will be able to use these point accumulated in lieu of money. In addition to the product points and comments, e-commerce sites should also analyze points / comments that show their own site performance. Assessments of this type are classified as follows:

Especially;

• Scoring and comments about customer service
• Scoring and comments related to logistics companies
• Scoring and interpretation related to packaging
• Scoring and comments related to price
• Scoring and comments associated with type of payment and benefits
• Scoring and comments about the delivery time.

These datas that can be collected in the case of a customer completes and receives the product, will enable the company to assess returning customers and to take a quick action.

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