Online merchants often underestimate the importance of reviews for successful ecommerce stores. With all the other issues that ecommerce sites must worry about, including increasing conversions, optimising web design, customer support, and even legal issues (anyone who has had to delve into local laws and tax rules knows what I’m talking about), there is little time to devote to product reviews. However, as important a role reviews can play in any successful online business, they are underused by retailers!
Reviews are not only useful when it comes to attracting new consumers or improving customer satisfaction. They also provide valuable information about how to convert current customers into buyers. As any marketer will tell you, the key to sustainable success is to constantly find new ways to appeal to your target audience, while maintaining a strong foothold on your existing customer base. Review information about your product page and its competitors’ products, as well as the experiences of other consumers, to identify opportunities for improvement. Click here for more information about salehoo.
Despite the importance of positive consumer reviews, many retailers still use them sparingly. This is strange, given the huge influence they wield over online purchase behaviour. For example, although fake reviews certainly do influence the views of some customers, they do not generally have a significant effect. The real test is in the results: do consumers really prefer your product? A good rule of thumb is to think of consumer reviews as an indirect, bonus benefit of your product. By providing consumers with additional information that enables them to make informed decisions about your brand and its offerings, you are creating a win-win situation that benefits both you and your customers.
If you want to take this one step further, you can ask customers for their opinion about your company in general and also your industry in particular. This can be particularly useful for smaller, niche or specialty businesses. Not only will it show you how online reviews can be useful for direct marketing purposes, it can also provide you with a unique opportunity to gather more detailed information from consumers regarding their buying habits. As well as helping you improve your position within the industry, this information could also help you improve customer service and your product line.
The most valuable information is information that is unbiased. Online reviews are notoriously prone to being written by marketing agents who want to influence or sell you something. Although it is important to provide consumers with useful information, it is equally vital to avoid publishing negative reviews that exaggerate the product’s faults. Instead, approach any review data with a healthy level of scepticism, ensuring that all information provided is accurate. In addition, take care to note the reviewer’s location, gender and age, as these characteristics can affect how negative or positive the information you receive is.
Finally, using consumer reviews to guide your promotional and marketing activities can be a real bonus, especially in today’s digital advertising world. It is estimated that over half of all internet users have actively searched for a product or service on the internet. Therefore, it makes complete sense that many consumers are actively looking for information about a product they wish to purchase. Consumer reviews allow businesses to establish the benefits and drawbacks of particular products in order to encourage consumers to make purchase decisions. In the process, companies can also discover new customer bases, as well as motivate existing ones to make a purchase.