If you’ve ever wondered how effective ecommerce reviews are, here are a few numbers. In 2018, the 1,000 Americans who ordered online at least once during the year cited reviews as the number one reason to buy a more expensive product. BazaarVoice found that website visitors who view reviews are 105% more likely to buy — while spending 11% more. Reevoo claims that reviews increase conversions by an average of 2.7x. And this is not their only advantage.
Having reviews on your website is extremely important. That’s why you may want to embed some business reviews from Google to your store or blog. And we’ll explain why in this article below.
Feedback helps improve products
The same product cannot appeal to all people the same way, so you will get both positive and negative feedback if you ask customers to share their experience.
But negativity can also be helpful. A Reevoo study found that 68% of people trust an online store more if they see both good and bad reviews. Provided that they work with the latter: they clarify what they did not like about the product and solve the problem. In addition, negative reviews help retailers understand what can be improved: the product itself, the terms and conditions of delivery, or something else.
For those who categorically do not want to see negativity on their site, there is also a solution. With the help of a special tool, reviews are collected – first for moderation. Thus, you can contact a dissatisfied client, calm down, solve the problem and ask to rewrite the review. All this is automated, and you don’t even have to spend time collecting feedback.
Create social proof
Photos of products on the site, even the most realistic ones, are still processed – and rightly so. But raw images from people who have already bought the product provide authenticity: other customers get an idea of what it actually looks like.
Many post their purchase reviews on YouTube, Facebook, Twitter, and Instagram. They help to expand the presence of the brand, if you do not use some kind of social network for promotion. What if we combine one with the other?
Increase SEO rankings
A Moz report showed that product reviews can become a ranking factor, boosting a site by 15.44% in search results among local brands and by 6.47% in Google’s organic rankings. That is, if you have a lot of reviews and ratings, users who want to find a product will see your company on Google Maps or in the search results one of the first.
When it comes to SEO, it turns out that everyone has heard about the need to optimize the elements on the page: URLs, titles, meta descriptions, text descriptions of images, and so on. What most people don’t realize is that product reviews also play an important role in ecommerce SEO.
Customer reviews will add SEO valuable content to product pages because it will:
- Relevant. When describing a particular product, customers will use more natural language than what is already on the product card.
- Unique. No other site will have the same review for this product.
- Fresh. The more reviews appear, the more often your pages are updated.
Form a vivid image of the company in the mind of the client through responses to reviews
Each response to a comment helps a client visualize the image of the store and turn it from a faceless avatar into a person on the other side of the screen. As you know, we trust people more than a faceless machine. In addition, the answer to each review, on the one hand, gives a reason to enter into a dialogue, on the other hand, it shows other users that you care about the mood of customers. This forms the image of a brand that is loyal to the opinion of customers.
By the way, you have no idea what dark and distant parts of the Internet comments about your store can hide – from a comment on Facebook to an unpopular review site.
Come up with some bonuses for a review or hold a contest in social networks
People love when they are encouraged not only with the words “thanks for the review!”. Feedback bonuses are small expenses for the company, but they can greatly increase the flow of positive comments to your site or group on social media. Invite the audience to take a picture with your product or near the store and write a short review, supplementing it with a unique hashtag. This way prospective customers can identify the comment with a photo of a real person and cement a positive image in their head. Give a discount on an online order if a customer leaves a review on your site.
Create a feedback form on your website and invite clients to leave a review via push notifications
A convenient and quick way to get feedback from a client is a ready-made feedback form where they can write anything they like without opening unnecessary windows and without making annoying transitions. By the way, this form can be not only on the site. If you have your own application, send the user push notifications after the purchase, which leads to the evaluation page.
Invite customers to take part in an experiment
Gather the base of the most loyal customers and invite them to participate in an experiment: become the first testers of a new product or become the first users of a new store. Customers will feel their importance to you and will gladly begin to share positive feedback online.