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 three 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. 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 valid for both customers and eCommerce businesses. The former receives valuable insights that help them make an informed purchase decision. The latter gain valuable product feedback, foster customers’ trust, and nurture relationships with them.

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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. 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 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) - in which reviews are a part - 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 go along with a purchase. Customer-submitted questions and answers and 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 getting good reviews and the types of questions you can ask for valuable testimonials.

7 steps to convert visitors into customers ebook-1

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

Think of it like this: would you buy a product on a website without 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, their 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 must 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 paramount 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 responding to their feedback or inquiries is necessary. 53.3 percent of customers expect businesses to respond to 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/)

How a business responds to reviews indicates how it treats its customers and whether or not it listens to what they 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 promptly and that your response helps improve the customer's experience of your product and 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. They draw in new customers, promote your website, generate sales, and help you gain customer loyalty. Good testimonials make shoppers return 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 insight into how you can get good reviews. Read 7 Steps for Turning Visitors Into Customers here.

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