Why are reviews important in an ecommerce?

Reviews are a powerful tool to boost your ecommerce and increase your sales.

MHA explains the main benefits of reviews for your online business, how to get more reviews from your customers and how to use them to improve your marketing strategy.

Trust and credibility

Positive reviews act as social proof that assures potential buyers that others have had satisfactory experiences with your products or services.

According to a BrightLocal study, 88% of consumers trust online reviews as much as personal recommendations. Additionally, 72% of consumers say positive reviews make them trust a business more.

Trust and credibility are essential to generate loyalty and loyalty from your customers. If your customers trust you, they are more likely to make repeat purchases, recommend you to others, and give you a good online reputation.

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Help in decision making

Reviews provide unbiased, authentic information that helps buyers evaluate whether a product or service meets their needs and expectations. Reviews may include details about the quality, performance, design, shipping, customer service, and other relevant aspects of your offering.

These details can resolve buyers' doubts or concerns and make them feel more confident in their decision.

According to a study by Spiegel Research Center, 95% of buyers read online reviews before making a purchase. Additionally, the same study found that displaying reviews can increase conversion rate by up to 270%.

Search Engine Optimization (SEO)

They contribute to the visibility of your website in search engines, as they indicate the relevance and popularity of your business. Search engines like Google value fresh, original and useful content for users. Reviews are user-generated content that may contain new keywords or associations that refresh your contentz1.

Additionally, reviews can improve your local ranking, as they can include the name of your business, your location, or your category. This can help you appear in local search results, which are more specific and relevant to users near you.

According to a study by Moz, reviews represent 15% of the factors that influence Google local ranking.

Customer feedback

Reviews allow you to know what your customers think about your products or services, which helps you improve your offer, your customer service and your reputation. Reviews can reveal what your customers value most, what problems or difficulties they have encountered, and what suggestions or expectations they have.

This information is very valuable to detect areas of improvement, correct errors, innovate solutions and adapt to market needs. This way you can offer a better customer experience and differentiate yourself from the competition.

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How to get more reviews in an ecommerce?

Now that you know why reviews are important for your ecommerce, you may be wondering how to get more reviews from your customers. Here we give you some practical tips to encourage your customers to leave more reviews on your ecommerce:

Incentivize your clients

You can offer discounts, coupons, sweepstakes, or gifts in exchange for honest and constructive reviews. This can motivate your customers to share their opinion and thank them for their collaboration.

Of course, make sure that your incentives are transparent, legal and ethical, and that they do not affect the evaluation of your clients.

Request reviews

You can send emails, text messages, or notifications to your customers after making a purchase, inviting them to leave a review about their experience.

For your request to be effective, you must choose the right moment, the appropriate channel and the cordial tone. You can also personalize your message with the customer's name, the product purchased or some other detail that shows your interest.

Facilitates the process

You can integrate a quick and easy review system into your website, allowing customers to leave feedback without having to register or log in. You can also offer different options to express your opinion, such as ratings, stars, emoticons, text or images.

The simpler the process, the more likely your customers will participate.

How to use reviews in an ecommerce

Once you have obtained your customer reviews, it is not enough to store them in your database. You must take advantage of them to boost your ecommerce, through strategies such as:

Show reviews on your website

You can display your customer reviews on product pages, on the home page, or in a dedicated section, to increase visitor trust and interest. By displaying reviews on your website, you give your customers the opportunity to read other buyers' experiences and compare the different options available.

This helps them make a more informed and confident decision, which reduces abandonment rate and increases conversion rate.

Respond to reviews

Another way to use reviews in your ecommerce is to respond to them, interacting with your customers and showing your attention and disposition. You can thank your customers for their positive comments, congratulating them on their purchase and encouraging them to continue purchasing from your ecommerce.

You can also resolve problems or doubts that your clients may have in case of negative comments, offering them solutions or alternatives. This demonstrates your commitment and professionalism, and can help you regain the trust and satisfaction of your clients.

Social proof marketing

Another way to use reviews in your ecommerce is to share them on your social networks, newsletters or advertising campaigns, to generate more traffic and conversions to your website. You can share the reviews of your most satisfied or influential clients, highlighting their benefits or advantages.

This allows you to harness the power of social proof, which is that people tend to follow the behavior or opinions of others similar to them. This way, you can attract new potential customers who identify with the reviews of your current customers.

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How can I verify the authenticity of reviews?

Reviews are a way to get feedback from your customers and improve your online reputation. However, not all reviews are true or reliable. Therefore, it is important to verify the authenticity of the reviews you receive or consult.

There are a few ways to verify the authenticity of reviews, both on your own website and on other sites. Here I share some of them:

  • Check the profile of the reviewer. Look to see if they have a photo, real name, location, and other reviews in their history. If the profile is anonymous, generic, or suspicious, it may be a sign that the review is fake or purchased.
  • Compare the reviews with each other. Look for repeated, copied or very similar reviews. This may indicate that these are reviews generated by bots or by hired people.
  • Analyze the content of the review. Look to see if the review has specific, coherent, and relevant details about the product or service. If the review is very vague, exaggerated, or irrelevant, it may be a sign that the review is fake or malicious.
  • Check the date and frequency of the reviews. Look for a pattern or anomaly in the timing and number of reviews. If there are a lot of reviews in a short period of time or if there is a prolonged absence of reviews, it may be a sign that the reviews are manipulated or inflated.
  • Consult official or reliable sources. Look to see if the company or product has a legal, tax or commercial registration in any official entity. You can also look to see if the company or product has any certification, membership, or recognition in any professional organization.

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How can I respond to negative reviews?

Some tips for responding to negative reviews effectively:

  • Keep calm. Don't let yourself get carried away by frustration or anger. Respond with respect and professionalism, avoiding emotional or defensive responses.
  • Respond quickly. Try to respond within 24 hours of posting the review. This shows that you care about the customer's opinion and are willing to address the problem.
  • Apologize and take responsibility. Acknowledge the mistake or inconvenience that caused the negative review, and express your regret for what happened. Do not blame the client or third parties for what happened.
  • Offer a solution. Propose a way to compensate the customer or solve their problem. You can offer a discount, refund, exchange or repair, depending on the case.
  • It leads to an internal road. Invite the customer to contact you through a private channel, such as phone, email, or chat. This way you will be able to attend to their case in a more personalized way and prevent the conflict from spreading in public.
  • Thank you for the review. Express your gratitude to the customer for their feedback and for their trust in your business. Let them know that their opinion is valuable to you and that it helps you improve your service.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.

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