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Why You Should Encourage Online Product Reviews Online reviews by your customers can turn browsers into buyers.

By Melissa Campanelli

Opinions expressed by Entrepreneur contributors are their own.

What do customers think of your products? Let them tell other shoppers by posting their comments on your website. As plenty of e-tailers have discovered, online reviews by happy customers carry more weight with other buyers than most forms of marketing communication.

"The more clutter we get in traditional media, the more consumers are talking to each other," says Peter Kim, a senior analyst at Forrester Research in Cambridge, Massachusetts.

Tom Cox of is a believer. "There [are] lots of great reasons to have reviews," says the 38-year-old co-founder and CEO of the $7.5 million business. "People who are shopping love to leave reviews. They provide relevant content for both readers and search engines."

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