Brand respondents insist that shoppers in the Ecommerce segment today are keen to read reviews from other customers before they finally check out. Reviews are an important tool for shoppers to appreciate or show their disappointment just as it is for the retailers, a weapon to drive sales. The importance of product reviews can never be undermined.
Today’s shoppers have high expectations and their attitude or way of thinking is nothing like the old band of shoppers in a brick and mortar store. They are more demanding, can switch loyalties when they feel they are getting a better experience or a better bargain elsewhere. It is necessary therefore for a brand to connect with the customer because the slightest disconnect can lead to them abandoning the cart. It builds trust and reviews have a great impact on the decision of shoppers so the burden is on the retailer to ensure that he not only gives a great and wholesome experience to the shopper but also that the shopper leaves behind a review that will lead to conversions.
The need of the hour is also to understand the need of the customers and so more than their choice showing up while browsing it is customer reviews which the consumers can identify with that do the trick.
Shoppers who are adept at the game rarely buy something without reading a review. Both positive and negative reviews are read, so the idea is to get many reviews ensuring that positive reviews far outnumber the negative ones. It is the positive reviews which instill confidence in your shoppers and convince them to decide right! Remember that reviews appear on the product page and can help pages to appear in search engines because of unique key words and that is another way for your brand to be visible in searches. Hence the importance of Product reviews cannot be overruled at any cost.
Social media has a powerful presence in the life of people these days and many feel that they need to share everything about themselves on platforms such as Facebook, Instagram and their Twitter handle in the form of pictures or a status update , sometimes even both. This goes a long way towards boosting the presence of the brand on multiple channels. Reviews thus shared are very impactful and helps to raise awareness amongst people about your products. The retailer also gets a better understanding of his brand from product reviews. This is because sometimes shoppers notice things about a product that even the seller can miss out. This is of great benefit because it can generate great marketing ideas and leaves space for improvement. Encouraging product reviews is not easy but these are affordable ways to make customers tell the world what they think about the product they have purchased.
A survey showed the behavior of shoppers from different age groups and what they thought of reviews. It was found that all shoppers between 18 and 64 regard positive reviews as an indication of the trustworthiness of a product. In fact they seemed to identify more with quality than going with a brand name. However the older generation that is above 65 still seemed to go with brand names. It is important to note that shoppers expect and read multiple reviews before going for the kill. The more honest the review the more is the impact on the brand so fake reviews do not stand a chance.
Let us examine how to initiate and encourage product reviews.
- Ask directly because shoppers often forget.
- Send a reminder after the order has been delivered.
- Use emails or on site requests as follow ups.
- Let the review process be smooth with the simple requirement of a name, an email id, a rating and a review. The smoother the process the more reviews you will get.
- You can encourage photos. Have the option of uploading one with the review.
- Offer rewards points and incentives to customers who write reviews. Other offers could even be a discount coupon on the next purchase or gift vouchers thus encouraging even multiple reviews.
- Keep reviews short but they should recommend the product by sharing how it is useful or what change it has brought to them. Frame short questions to elicit the right response in reviews. This ensures authentic reviews.
Things to Remember:
Once reviews are received Moderate them on a regular basis, set up an alert for them, respond when needed, clarify product information, apologize if required and be sure to thank customers for reviews. If there is a problem that needs attention, attend to it and show that you care. In order to make it real time do not publish just positive reviews because that makes people suspicious about your products.
Eunimart urges Ecommerce sellers to utilize its solutions and make product reviews enticing for the customer. That is what would encourage the next customer to convert. Seasoned customers are not much affected by negative reviews but their complete absence makes doubts creep into the minds of shoppers. So do not undermine the importance of product reviews because they can be a great weapon in the hands of the seller in order to generate more sales.
We at Eunimart feel that a seller needs to ask himself how well prepared he is to handle customer reviews which are an integral part of any Ecommerce business. It is in fact an ongoing process of any online business. So use our tips to convince customers into penning positive reviews, showing them that you are trustworthy and sell unique products that are a must buy. Thus the importance of product reviews is massive because once your customers share their reviews; the turnout of further customers can be quite huge and result in an amazing percentage of conversions.