How to Use Reviews to Increase Online Conversions

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Amazon recently announced that their fourth quarter revenue for 2017 was $60.5 billion. While the company has diversified into areas like their AWS cloud platform, commerce remains at the core of their business. Since Amazon’s retail growth shows no signs of slowing down, businesses of all sizes can benefit from taking a page from their playbook.

One way Amazon has blown the competition out of the water? They’ve always been a leader in gathering and publishing user reviews for their products, which has allowed the company to build a tremendous amount of trust with their customers.

As an individual business that sells a variety of products or services through your website, here are the best tips for using reviews to increase your online conversion rate.

1. Use a Tool

Collecting and managing reviews can take a lot of work. The good news is there are some great tools that can take care of everything for you. Yotpo is one of the most popular. It works with all major ecommerce platforms, along with many other software tools. Once you start using Yotpo, it will proactively ask users for reviews and handle the process of adding them on your product pages.

2. Avoid Censoring

The most common objection merchants have to using reviews is fear of getting a bad review. Although we completely understand that concern, it’s important to look at this issue from the perspective of a consumer. On Amazon, products with perfect 5 star ratings generally raise suspicion. A popular product most people like will average anywhere from 3.8 to 4.7 stars. Having the occasional review that is neutral or even negative will show visitors to your site the reviews are authentic.

3. Strategically Respond

Not only will neutral or negative reviews show what you’re publishing is genuine, but it also provides an opportunity to showcase your customer support skills. When you receive this type of review, you can absolutely respond to it in public. Just be sure that you avoid any type of knee-jerk response. You’ll also want to put yourself in the customer’s shoes and respond with empathy. Other visitors who see your response will know that they can count on you to help them as well.

4. Encourage Media

Reviews don’t have to be limited to text. If you look on most Amazon product pages, you’ll see pictures uploaded by people who bought the item. You may even see a few review videos people have done of the product. With a tool like Yotpo, you can easily get your customers to upload their review photos and videos.

5. Utilize Throughout Other Channels

As you start collecting reviews on your product pages, be sure to utilize what your customers are saying throughout your other marketing initiatives. Whether it’s sharing a review on social media or including something a customer said in an email you send out, this type of content may be exactly what’s needed to convince someone to buy.

When combined with other website optimization strategies like using a great payment processor, incorporating reviews into your site can help you grow your online sales throughout 2018.



Posted on Tuesday, February 20th, 2018