Wolfgang Greipl, expert for evaluation management, showed in his presentation possibilities how professionally managed product evaluations can positively influence purchase decisions. “Valuation is the currency of the future,” says Greipl. Studies show that 81% of online customers are stimulated to buy by good ratings. Amazon is the most important source of information, even if the shopping is done somewhere else in the end. “However, it is not important to aim exclusively for ratings with five stars,” explained Greipl. “A healthy cut with four stars has a more serious and credible effect on the customer. Many online shops provide opportunities for interaction and offer the option of commenting on negative ratings. Every provider should make use of this: 34% of online shoppers are deterred from buying by poor ratings. “If one considers besides that negative evaluations are read more than three times as frequently as positive, an active evaluation management is worthwhile itself in any case , guessed Greipl.