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Why You Should Encourage Online Product Reviews

Online reviews by your customers can turn browsers into buyers.

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This story appears in the September 2006 issue of Entrepreneur. Subscribe »

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, by happy customers carry more weight with other buyers than most forms of .

"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.

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