Product reviews are undoubtedly one of the greatest and most effective sales tool. For a majority of savvy online buyers product reviews matter more than the price and discounts offered by the online store. More than 88% online shoppers spend time reading reviews before making their final purchase decision.
Social proof from an unbiased third party not only works as a referral but also gently nudges a hesitant buyer towards completing the purchase. They build trust and credibility for the product as well as the site. Buyers trust the opinion of others who have already used the product they intend to buy. Positive customer reviews have a huge impact on the conversions increasing it by as much as 200%.
Adding review and rating system on an ecommerce website had been known to boost conversions in the following ways;
Increase repeat Customers
Seeing customer reviews and star ratings on your product pages has a positive impact on the buying behaviour of the customers. Your happy customers tend to give positive feedback while they are still euphoric about acquiring a new product. Targeting them within 24 hours of delivery can not only increase your reviews but can also help you in building a long-term relationship with them.
If you reward the positive customer reviews with some sharable discount coupons, you can ensure that the customer would stay loyal and bring referrals to your site. Word of mouth brand promotion at the micro level by your loyal customers can ensure a steady flow of orders on a regular basis.
If you make reviews interactive by duly answering negative as well as the positive feedback, your brand reputation improves significantly. It gives your customers confidence that your brand is alert and cares for the opinion of its customers. Replying to product reviews on your site as well as on your social media and Google Business pages brings authenticity to your brand which in turn conversions.
Bring more Organic Traffic
Search engines give more credibility to what others have to say about your brand rather than what you as a brand are promoting and marketing. When a page is regularly updated with fresh reviews by customers, search engines pick this as a positive signal and rank it higher on SERPs.
Ratings and reviews on social channels add free and fresh content to your brand and create a buzz. User-generated content in for of customer reviews automatically helps in social media optimisation (SMO) and boosts your shares, likes, commenting, hashtag etc. across social platforms.
Additionally, when customers are reviewing your product or services, they inadvertently include your regular as well as long tail keywords which again help in higher SERP. Adding star rating as a review mechanism has a positive psychological impact on customer behaviour as we are preconditioned to perceive star rating as a positive signal.When your pages appear on SERP with
By automatically enhancing a website’s SEO and SMO efforts, product reviews help in getting more organic traffic and boosting the conversions.
Better Sales with Negative Feedback
It’s surprising but true
Negative reviews have a two-fold impact on your brand. Even the worst criticism creates a buzz about your product and brand. Let’s sample a scenario, suppose you are selling a cotton shirt that gets a customer writes elaborate negative feedback that the material was good but the buttons were not done perfectly. Such detailed customer review will make other readers feel confident about your product. Many customers will confidently buy this product even with this minor defect which can be fixed easily.
This feedback also works as an eye opener and allows you to make improvements in your product based on the expectations of the customers. By improving the quality of the product, you can re-launch it as a new product at higher price. Customer feedback thus performs an automatic quality check for your products and gradually improves conversions by improving product quality.
Building additional social proof by adding alternatives to Customer Reviews
Undoubtedly, feedback and reviews add a lot of credibility to your products and services. But adding additional social proof can only help in getting more conversions and authenticity to your brand reputation. Let us sample some of the other ways to gain customer confidence;
Social Profile of Customers
Encourage customers to share their photograph with your product on their social profile along with a word about your brand and product. Share these profiles on your product pages to generate interest in your products. Reward the customers who share their images with some discount or coupon code.
Testimonials are a timeless and more comprehensive validation of your brand than product reviews. Also, you need fewer testimonials than reviews to establish your brand and product reputation. Adding about a dozen testimonials can give an additional boost to your conversions.
There are a host of reputed media channels that can publish a press release about your brand. By creating a buzz about your brand in the media circles, you can get more customer attention and validation for your products and services.
Reviews undoubtedly give you a great opportunity to do free promotion of your brand and boost your conversions.StoreHippo has an inbuilt feature to implement product reviews on your website. If you have not yet implemented it in your store, you should try it right away and experience the obvious benefits first-hand.
If you have any other tips on using customer feedback on your site to boost conversions, share it with us in comments below.