3 Key Takeaways About Product Reviews for Online Business Owners and eCommerce Brands


Published: | By Gaukhar Murzagaliyeva

Are you a new business trying to attract new customers and generate leads? Then you might want to add a product review section to your website and encourage your existing customers to leave their opinions on your product. Reviews have been proven to create consumer trust and help consumers make better decisions. 

Here are the 3 reasons why you should be actively seeking out and collecting product reviews:

1. People Read Reviews and Consider Them Just as Valuable as Recommendations

Reading reviews is a common practice for people buying products online. In fact, nearly nine out of ten online shoppers worldwide will read reviews before buying products (Trustpilot, 2020). Potential new customers turn to reviews to inform themselves of the product and its benefits and guide their decisions. This seems to be useful for both customers and eCommerce businesses. The former receives valuable insights that help them make an informed purchase decision and the latter gain valuable feedback about their products, foster customers’ trust and nurture the relationship with their customers.

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Also, word of mouth is still the highest converting marketing tactic in any business. And these days, people are just as likely to trust online reviews from strangers on the Internet as personal recommendations from friends and family. In fact, nearly four in five online customers say they trust the reviews they read online as much as personal recommendations (BrightLocal, 2020). This makes sense considering existing customers simply share their experiences not expecting anything in return. It is all the more significant when you know that 94% of those four in five consumers say positive reviews make them more likely to use a business. So it is vastly important to get as many good reviews as possible.

2. Reviews Help eCommerce Stores Make More Sales

User-generated content (UGC) - which reviews are a part of - provides a 137% conversion lift and a 157% revenue per visitor lift for eCommerce websites. Also, conversion rates of product pages with reviews are up to 3.5 times higher than those that don’t have any reviews. (Bazaarvoice, 2018). This shows that customers need that extra push towards a buying decision. It instills enough trust into them to consider and ultimately, go along with a purchase. Customerr-submitted questions and answers as well as customer photos make up the other parts of UGC that you should look into for your overall website marketing. You can utilize all of these types of content on product pages and other pages on your eCommerce website to help boost sales. If you need help on how to collect reviews, check out our eBook: 7 Steps for Turning Visitors Into CustomersWe discuss how to get good reviews and types of questions you can ask for getting valuable testimonials.

7 steps to convert visitors into customers ebook-1

At the opposite end of that, not having reviews can drive away potential customers as it looks sketchy and suspicious. In a recent survey, 92% of consumers stated that they would hesitate to buy a product if there are no customer reviews.

Think of it like this: would you buy a product on a website with no customer reviews? Sure, you’ll still be able to read the product copy on the store’s landing page, but you won’t be able to hear the customers’ side of the story -- their journey to buying the product, experience with the product, and their take on the product. For this reason, not giving your customers a platform to voice their opinions is a lost opportunity. To avoid this, you just need to provide a product reviews section on your website and actively ask your customers for honest testimonials.

3. Responses to Reviews are Important for Customer Service

Replying to customer reviews is of paramount importance for an online business that wants to engage with customers and offer the best customer experience. By posting a review, they want to be heard individually and addressed personally so it is necessary to respond to their feedback or inquiries in a timely manner. A whopping 53.3 percent of customers expect businesses to respond to their negative reviews within a week (ReviewTrackers, 2018). Another big incentive to do this is the measurable difference it makes to everyone who visits the business’s review section. As many as 97 percent of shoppers who read reviews online also read responses from businesses (BrightLocal, 2019) and 45% of consumers say they’re more likely to visit a business if it responds to negative reviews.

Image Source: How To Reply to Reviews + Free Templates, GatherUp (https://gatherup.com/blog/how-to-reply-to-reviews-free-templates/)

The way a business responds to reviews indicates how it treats its customers and whether or not it listens to what they have to say. This circles back to the notion that customers want to engage with businesses and share their experiences with others online. Those companies that fail to recognize this and don’t respond to reviews risk their reputation, customer trust, and loyalty. But when customers do hear back, perceptions immediately improve, both from the original reviewer and any new customers reading the response.. So much so that 80% of shoppers believe that a business cares more about them when it responds to reviews. Ensure you are responding to reviews in a timely manner and that your response helps to improve that customers experience of your product and your brand.
Image Source: How To Reply to Reviews + Free Templates, GatherUp (https://gatherup.com/blog/how-to-reply-to-reviews-free-templates/)

We hope we’ve convinced you of the benefits of collecting product reviews. Not only do they draw in new customers, promote your website, and generate sales, they also help you gain customer loyalty. Good testimonials make shoppers come back for more purchases and strengthen their relationship with your brand. If you haven’t yet taken a look, the “Collect and Tell Stories of Transformation” section of our eBook gives more insight into how you can get good reviews. Read 7 Steps for Turning Visitors Into Customers here.

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