'Best Seller' vs. 'Top Rated' which is better?

Ever thought about slapping a "Top Rated" or "Best Seller" label on your best products to boost sales? Well, you should—but which one works better? Let's break it down.

TL;DR 🎯

Here's the skinny: If you want to make the most out of social proof (like showing that people love your product), lean towards labels like “Top Rated” or “Most Liked.” Especially if your audience is in interdependent cultures (think Asia, South America, the Middle East).

For North America and Europe, both “Best Seller” and “Top Rated” work equally well. But if you’re selling globally, use the “Top Rated” label to cover all bases.

Wait...but why? 🤔

Here’s where it gets interesting. Cultures differ in how they perceive social proof:

1. Interdependent cultures (e.g., India, Brazil): People value the opinions of others a lot, like a LOT. Labels that show a product is “Top Rated” or “Most Liked” trigger that conformity itch. It's not just that they want what’s popular; they want what’s loved.
2. Independent cultures (e.g., US, UK): Folks tend to buy what they like—straightforward. So “Best Seller” or “Top Rated” doesn’t make much of a difference here. They see both as a thumbs-up from the crowd.

Supporting evidence 📊

Research across 8,769 brands and 1,800+ products shows that:

• In India, labeling a tablet as “Top Rated” made shoppers willing to pay 28% more. For Americans? Meh. No difference.
• South Americans with more interdependent personalities were willing to pay nearly 30% more for a “Top Rated” Starbucks gift card.
• Interdependent people are ready to fork out extra for well-rated products. They’ll spend more time checking out the product info and are likely to pay more.

Why it works 💡

Simple: Belief drives behavior. In interdependent cultures, people follow what others do—but they know those decisions are often influenced by trends or social norms (like everyone buying a black iPhone). So they pay more attention to labels showing what people liked (not just what they bought).

In independent cultures, if they like it, they buy it. So both “Top Rated” and “Best Seller” are interpreted similarly.

Gotchas to keep in mind ⚠️

• We don’t know if combining both labels (like “Top Rated” AND “Best Seller”) will have a compound effect.
• This data is all about physical products. For digital stuff (like subscriptions or software), the jury's still out.
• The focus was on top products only. If you have a product that’s not a best-seller but has great ratings, emphasizing “Top Rated” could be a game-changer.

How to make it happen ✅

1. Use the right label: Highlight customer love with labels like “Top Rated,” “Most Liked,” or “Most Popular.” Especially key for interdependent markets.
2. Go global with ‘Top Rated’: If you sell to both interdependent and independent cultures, stick with “Top Rated” for a universal appeal.
3. Feature filters: Let your customers filter and sort by ratings and sales. Give them the choice.
4. Display sold-out items: It might seem counterintuitive, but showcasing sold-out options can actually boost willingness to buy.

So there you have it. Want to be the hero of your own story? Slap on those “Top Rated” labels and let your sales tell the rest!

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"People buy what's popular, but they pay more for what they love."