Do you read product reviews when you’re shopping online? If so, you already know the impact reviews can have on purchasing decisions. In fact, recent studies have shown that 70% of customers look at reviews before clicking “buy,” and almost two-thirds of shoppers are more inclined to purchase from sites that feature reviews and ratings. Why?
- Reviews impact how customers perceive you. Reviews can help build a connection between you and your customers, and present an image of your store and you as a seller. When shoppers publicly vouch for your store, other potential buyers are more willing to put their faith into your store.
- Reviews provide third-party insight. Reviews offer shoppers a look into your store without any bias. It’s one thing for you to vouch for your products’ quality, but another altogether for a satisfied customer to provide his or her opinion. Reviews give customers the opportunity to think about how the items you sell can impact and improve their own lives.
- Reviews help establish trust in your company and products. Shoppers nowadays are cautious, and inclined to be suspicious of products and deals that sound too good to be true. A healthy number of reviews with specifics that speak to your customer service and product quality may help bridge the gap between browser and buyer.
How can you encourage customers to leave reviews?
The power of customer reviews can’t be disputed, but the process of obtaining reviews takes some effort on your part. Because leaving reviews requires work on customers’ part, make the process as easy and intuitive as possible by keeping these tips in mind:
- Use email. Create an email campaign that allows you to reach out and ask customers for their feedback. A week or two after you’ve shipped an order, send a friendly email asking their help in leaving a review that will help inform other buyers. Be sure to close your email by letting the buyer know that you are available to them if they have any questions or concerns about the product.
- Create shortcuts. A strong call-to-action button that proclaims, “Write a review!” that brings customers directly to a text box saves steps. (To avoid the problem of spam and junk reviews, consider allowing only registered users access to this feature.)
- Offer incentives. In your email or on your site, let customers know how much you value their opinions by offering a coupon or discount code for their review. Not only are you thanking them for your time, but you’re also encouraging return visits to your store.
The Bottom Line
Product reviews do more than let you know how customers are using your products – they help inform and influence the purchase decisions of other customers. Adding customer reviews to your e-commerce site can positively impact your image, your service and your sales.
