Newegg, my favorite online store for electronics (well, if eBay doesn’t have what I’m looking for), runs informal online polls. The current one [note: this link will be wrong whenever Newegg posts its next poll]:

What kind of Product information is most important to you when making a purchasing decision?

* Images
* Product Specifications
* Manufacturer Content: manuals, installation guides
* Product Overview & Highlights
* Buying Guide
* Other Customer Reviews
* Additional Content Regarding the Product
* I love your current product page

Of the 4,100 people who voted, 40% say the product specs are the most important info, followed by 30% who say customer reviews are. The rest of the results are in single digits, except for the 15% who responded that they love the current page.

Granted this is an unmonitored, game-able online poll. In fact, I gamed it a bit by voting for customer reviews, even though the product specs are usually my first criterion: If I need a male-male USB cable, I don’t care how good the reviews are for a female-female USB cable. On the other hand, if the specs say that one monitor has a lower refresh rate than another, but customer reviews say that the lower refresh rate isn’t apparent when playing games, the customer reviews will be the decisive factor for me. And I do love Newegg’s current product page. So, faced with having to pick just one, I decided to encourage Newegg to continue featuring customer reviews.

(By the way, did I ever mention that the Tenth Anniversary edition of Cluetrain came out a couple of weeks ago, with new chapters by each of the authors and with comments from some Highly Respected Individuals?

[Tags: marketing cluetrain ]