We've seen consumer reviews make a large difference in conversion rates online, and we've known for quite some time that people trust other people's opinions.
70% of consumers trust consumer opinions posted online. This is higher than trust of TV, newspaper, magazine, radio and all other mass advertising listed in the survey. (Thanks Kristina for sending this to me earlier this week.)
If you are not letting consumers post reviews on your website, is it maybe because you don't trust your consumers?