Why and How To Add More Product Reviews to Your Online Store
You can run extensive marketing campaigns, develop innovative sales strategies, network extensively, and use social media to promote your online store and products, but sales may not be coming in as frequently as you’d like for a variety of reasons.
The collection of product reviews is an important aspect that many retail business owners overlook. According to studies, 70% of online shoppers research what other customers have to say about a product before purchasing it.
This means that stocking your store with high-quality items at reasonable prices isn’t enough. Customers today want to see that others are purchasing your products and engaging with them through reviews, both positive and negative.
Scams have become a source of concern for savvy online shoppers. We’ve all heard a story about someone being duped by an online store—delayed shipping, fake products, and poor customer service are just a few of the dozens of horror stories.
When running an online store, one gap you must try to fill is demonstrating to hesitant customers that your website is a thriving store that they can trust. Reading product reviews helps customers feel more at ease in a variety of ways. If you’re still not convinced, consider the following reasons why having more product reviews on your store is beneficial to your business.
Your biggest challenge as a new or relatively unknown store is proving that your products are excellent and something that people need. But how do you stand out from the sea of existing stores, especially when they have a proven track record of professional service?
Let’s face it: detailed product photos and entertaining descriptions can only go so far. Consumers nowadays are wise enough to recognize that anything can be faked with enough effort.
Real product reviews, on the other hand, provide an unbiased look at the quality of your products and the overall experience of purchasing from your store to unconvinced customers. They also provide an outsider’s perspective that first-time shoppers lack — they describe your product in ways that you, as the store owner, would never have considered.
And don’t be concerned about negative feedback; as long as the majority of your reviews are positive, negativity will only add to your knowledge. In fact, over 80% of online shoppers will look for negative reviews specifically. They are less likely to buy a product with only 5-star ratings than those with 4 star ratings.
It’s all too easy to get the purpose of product reviews for your store mixed up. You might believe that customers want reviews because they want to feel confident about a product.
While this may be true for well-known and trustworthy retailers such as Amazon, it is less true for smaller e-commerce businesses. What is the reason for this? Because people must have faith in not only your products, but also your company as a whole.
According to Marketing Profs, nearly 70% of customers want to read at least 6 reviews before deciding whether or not a website is reliable. Before giving your store their money, people want to know that there is a thriving community of online shoppers nearby.
Negative customer reviews aren’t always a bad thing, as we mentioned earlier. Negative reviews can have a tendency to build more trust than they destroy if your reviews are mostly positive. People appreciate seeing proof that you don’t hide negative feedback or fill your page with paid 5-star reviews. As long as the reason for the bad review isn’t too serious, it should be beneficial in the long run.
Negative reviews also provide you with an additional opportunity to communicate your brand values and demonstrate your humanity. According to studies, 70% of negative feedback is generated solely to elicit a response from the consumer. A negative review’s malice is less about damaging your brand and more about making things right.
Consumers are providing you with a public opportunity to correct whatever issue you’re having. Consider how many times you’ve left a negative review. It isn’t because you have a grudge against a particular brand or retailer. Most of the time, it’s simply because you want to receive the service or product you were expecting.
The issue is that stores don’t always take advantage of this opportunity. Only 38% of unfavorable reviews receive a response. It’s all too easy to believe that ignoring the issue of a negative review will simply make it go away. Future customers, on the other hand, will notice, and your lack of response will make you appear even more guilty.
If you can be one of the few businesses that responds to every negative review, you’ll gain trust from that customer as well as others who will see the interaction.
Now that you know how important customer reviews are, how do you persuade your target audience to leave them? Let’s look at a few strategies you can use right now.
1. Make it simple for customers to leave product reviews.
Nothing is more aggravating than logging onto a website and not knowing how to get to a specific page. It’s all about making it simple for customers to leave a product review in this case. You want to make this process as simple as possible by including links to product reviews on every page that is relevant.
2. Demonstrate that you value all points of view.
Customers will be more willing to leave reviews if they see that your business cares about what they have to say. Responding to reviews or even highlighting specific ones and using them as testimonials are examples of this. Your audience will be more inclined to share their thoughts if you make it clear that you value all viewpoints.
3. Request product reviews at the appropriate time.
It’s important to remind customers to leave product reviews, but it’s even more important to send that reminder at the right time. You don’t want to ask customers to leave a review on the day they receive your products. It wouldn’t make sense to bother them with the same request months after the purchase was made, either.
Unfortunately, there is no golden rule for when to ask for product reviews, so you’ll have to put yourself in your customers’ shoes to figure out what works best for your company.
Let’s say you purchased a t-shirt. On the day you receive the tee, you can probably comment on the print quality or fit. However, it may take some time to determine how the t-shirt wears or appears after washing.
Allow time for the customer to properly try out the product if you want informative and genuine reviews. 2-4 weeks, depending on the product, should be enough time for the customer to form an opinion about their purchase.
4. Make requests for product reviews that are unique to the consumer.
Sending personalized requests to your customers is a great way to get them to leave a review. All it takes is an email with their name and a brief reminder that their feedback will benefit not only your store but also other similar shoppers.
5. Encourage social media reviews from customers.
People all over the world spent 135 minutes per day on social media last year. Because your customers are already spending so much time on these channels, it may be worthwhile to encourage them to leave product reviews on their social media accounts.
You’re not sure how you’ll do it? Add a review tab to your store’s Facebook page, or invite customers to use a branded hashtag on Instagram to share their experiences with your store.
6. Make good use of product review software.
The majority of e-commerce platforms include apps that allow customers to leave product reviews on your website. Not sure where to begin your search? Here are a few apps to check out for product recommendations.
There are numerous WordPress apps that can be easily integrated into your site. One of them is Ultimate Reviews. Customers can leave reviews on your profile thanks to this app. This isn’t just for products; services, experiences, and events can all benefit from it.
If you’re using Shopify, the Product Reviews app is a must-have for your store. It allows you to enable product reviews on your store, allowing customers to interact with you directly on your page.
Yotpo is a tool you should try if you want to collect product reviews and ratings on your website and turn them into data.
Display product reviews, photos, and Q&As on your website to draw attention, build trust, and increase the likelihood of more sales. Hit the “Analytics” button on Yotpo every now and then to analyze the feedback you receive.
Hearing unfiltered customer feedback on the products you’ve worked so hard on can be intimidating at first. You don’t have to worry about anything as long as you provide a pleasant shopping experience and high-quality products.
Keep in mind that the more reviews you have, the more trustworthy your company appears to potential customers. As a result, go above and beyond to make the process of leaving product reviews simple and timely. Most importantly, take the time to analyze the feedback you receive in order to make better future business decisions.