An online retailer observes that customers who read at least three product reviews before buying return their purchases far less often than customers who read none. The retailer therefore plans to display reviews more prominently in order to reduce returns. Which of the following, if true, would most strengthen the case for this plan?

Question

Accepted Answer

In a trial in one product category, shoppers who were shown reviews more prominently read more reviews and went on to return fewer items than a comparable group who were not. The plan needs two links: that greater prominence actually gets reviews read, and that reading them lowers returns. The trial compares similar groups and confirms both, converting the original correlation into evidence of effect. Who writes the reviews, how costly returns are and which device shoppers use do not establish either link.

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