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How to Better Utilise Customer Reviews

27.04.2020

Apart from revenues, customer satisfaction is one of the hallmarks of success for any eCommerce site. There is no better feeling when you receive a five-star rating from a product review. 

However, while positive reviews serve to affirm that you are on the right track, failing to leverage on them would be a massive waste. Product reviews are a crucial part of the consumer purchasing cycle. 

For instance, according to Statistica, nearly 4 in 10 consumers read product reviews first before deciding to purchase an item. The value could never be understated in electronics where 7 in 10 potential buyers are influenced by what others are saying online.

But the figures even seem to be conservative. SearchEngineLand, for instance, stated that as much 9 in 10  are influenced by product reviews.

Review Software

One of the market leaders in product review software is Trustpilot and following our webinar with them last week on ‘How to boost your marketing efforts with product reviews’, we are giving you our extra top tips on making the most of your product reviews.


Tips on making the most of your reviews

    • Improving Review Visibility
      You make sure that potential shoppers see reviews about your product. One way to do it is to display the reviews (both good and bad) on your website. But why include negative reviews?  You know when you meet someone who seems perfect and then all your suspicions rise up? Yeah, there is no such thing as a flawless product or service. People will think you are scrubbing all the negative comments clean. So, when you receive a 5-star rating on Amazon or TrustPilot, make sure to include that in your brochures, social media pages, or media kit.
    • Improve your AdWords
      If you haven’t utilised Google Seller Rating, which is an extension of Google Ads, then you should do so now. The tool makes it easier to put a star rating system from one to five on the search ads. It also includes other crucial information such as the average delivery time and inventory. Simply put, the Seller Rating will let shoppers know if you are an eCommerce site to be trusted, which in turn boosts your click-through rate. As your CTR rises, your cost-per-click decreases.
    • Google Search Engines
      Google displays Rich Snippet stars from your Trustpilot profile. Trustpilot is an online review platform that has, well, earned the trust of shoppers as a go-to website for product reviews. Adding the Trustpilot Product Review widgets on your site will display in Google’s search results.
    • Social Media
      Sharing Trustpilot reviews on your company’s Facebook page. For instance, when you Add the Trustpilot tab on your Facebook page, it will help boost the social proof of your online business. Social proof is a marketing concept anchored on the need for shoppers to follow trends and trust the masses. If everybody else is buying the product, then the product must be excellent.
    • Replying To Customer Reviews
      There is more to reviews than a virtual pat on the back. It is also an opportunity to engage shoppers.

How do you manage reviews?

When you have a good bank of product reviews and made the most of them across your website and marketing collateral, you must ensure you have to a consist process in place for dealing with and managing your review. Reacting in a timely manner to reviews not only negates further concerns with customers but it also helps your company learn and adapt internal from customer feedback. We look at how to manage reviews good and bad in a bit more detail.

Dealing with Negative Reviews

Do not delete bad comments. Having a mix of positive and negative reviews make the reviews more authentic. Turn it to your advantage and take the opportunity to speak not just to the concerned individual but your other customers, as well. If you wronged somebody in real life, the polite thing to do is to apologise and make amends. It’s the same in the digital sphere. On the upside,  you foster loyalty when the customer is satisfied with your response.

  • Apologise to the customer about their bad experience
  • Acknowledge the mistake and outline the steps on how you make it better
  • Reach out to the customer offline for a more personal engagement 

Dealing with Positive Reviews

In real life, when you receive praise, the default response is a smile and thank you. It is not only the polite thing to do, but it is also an opportunity to build your brand, create customer loyalty, and market your other products. Thanking the customer shows how much you value positive feedback in your goal to improve your products and services.

  • Personalise your thank-yous. Do not automate the response as it shows the customer that you are not reading the reviews
  • Make sure to include your business name, product item, and relevant keywords in your response. This is valuable in SEO marketing.
  • Encourage the customer to try other items or to return to your eCommerce site.

Gain customer’s trust

In simple terms, consumers trust reviews, which is either a curse or a blessing, depending on how you leverage them. The fact is that shoppers are influenced by the positive or negative product writeups they read online.  In the same vein, your trust factor as an online retailer plummets when you do not have a single review for your website or product. 

Ask for advice

If you need help implementing product reviews or need more advice on improving your conversion rates online contact us today or visit Trustpilot’s website for a demo of their software.

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