We live in a world where anyone can
create an eCommerce site. The influx of uneducated, low performance
eCommerce sites has made it difficult to stand out. There are few
methods to gain exposure more valuable than strong, five-star customer
reviews. Establishing trust with an eCommerce brand and building
confidence in specific products, customer reviews give new customers a
sense of security.
Whether
you are an established brand in eCommerce or new to the game, customer
reviews have an equal impact. Even for consumers who may already trust
your website, customer reviews work to promote specific products, giving
insight into other consumers’ experiences with them. There are many
factors that go into whether a customer makes a final purchase or not.
If they have questions not already answered by the product description
or their own research, reviews are another way to retrieve unbiased
information. The latest research shows up to 85 percent of consumers
trust eCommerce customer reviews as much as personal recommendations
from friends and family – that says a lot about their power.
If
your eCommerce small business site does not already have product
reviews, shoppers are likely to search elsewhere for them. That opens up
the possibility of losing the customer altogether. Therefore, it makes
sense to open up your site to customer reviews and allowing visitors to
leave them. Thereby, they can also be monitored and optimized according
to your preference. A great way to embed a ‘reviews’ section into your
site is by taking on a product review application. If you are already
working with an eCommerce web design company, they may already have some
suggestions on how to move forward. Keep in mind there are numerous
product review apps, some free and some paid, that can help collect and
display apps in the most preferred manner.
The
strategy moving forward on customer eCommerce reviews should be to find
a way to encourage customers to leave them. In many cases, sites have
seen that just by asking or encouraging a customer review via email
receipt has given them positive feedback. Beyond simply reminding a
customer to leave a review, some sites have taken things a step further
by offering a small percentage discount for a returning customer’s
review. Some of the world’s biggest corporate brands
follow this pattern by sending a ‘thank you for your purchase’ email,
followed by a ‘please leave a review’ or ‘please leave a review to
receive this discount code or free gift’ email.
Also, if your eCommerce site already has an email marketing
campaign set up, this might be something to mention in your newsletter.
If so, it’s key to ensure that this offer is only being sent to paying
customers rather than those who have just signed up to receive the
newsletter. Remember, if this is the route you decide to pursue then its
strategic performance must be measured. At the end of the day, the more
reviews, the better however if your message is not getting out there,
you won’t be catching all the reviews you could. Thus, key areas to
focus on and potentially make improvements include the open rate (Adjust
the subject line), click-through rate (Providing a more enticing
reward), and completion rate (Ease of use for the review system).
As an eCommerce web design and marketing company, Unlimited Exposure
specializes in procuring and featuring quality customer reviews. See
increased profits, improved sales, and more when you develop your
eCommerce website alongside the experts in the field.
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