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Internet-savvy shoppers have more options than ever when shopping for new clothes. These days, it’s not enough to have a superior product. Brands need to make their websites deliver, too.

According to research from ecommerce marketing platform Yotpo, nearly three-quarters of consumers identify reviews as a very important driver behind their purchase decisions. And they don’t just want text reviews—54% say photos of actual customers wearing the product are an essential influence as well.

“This data highlights key areas of focus for the fashion industry. … Make reviews searchable, offer topic filters and definitely collect photos with reviews,” said Raj Nijjer, vp of marketing, Yotpo. He added, “If brands don’t provide these assets on their own site, shoppers will be compelled to leave to get the information they need, putting that purchase at significant risk.”

This story first appeared in the Sept. 30, 2019, issue of Adweek magazine. Click here to subscribe.

Sammy Nickalls is a freelance writer and the former departments editor at Adweek.