Keeping Pace With the Explosion in Popularity and Innovation of Online Consumer Reviews

3. Summarize the best reviews. Aggregating and averaging star ratings is helpful and common, but shoppers want to quickly dig into the underlying details. Merchants should provide a summary sampling of the most popular comments so that shoppers can quickly scan to get the gist of opinions. The summary should be representative of the entire body of reviews for the product — good and bad — while showcasing the reviews deemed most helpful.