If you’re running an e-commerce store, getting a positive review can be tricky. Unhappy customers love voicing their opinions, but getting a happy customer to vouch for you needs to be a well-thought process.
Why are customer reviews important?
95% of shoppers consult customer reviews when making a purchase. Of those consumers, nearly 1 in 4 (24%) consults reviews for every purchase they make
Reviews help build trust and credibility for a brand (especially a new one). In fact, consumers prefer shopping from only websites that have reviews and ratings since it gives reassurance during the last stage of the purchase funnel.
Finally, consumers prefer to read reviews from more than one website. In fact, 77% of consumers use at least 2 review platforms before making a purchase.
Ok, customer reviews are important. Here’s how to add them to your store:
Create a process: Develop a systematic approach to consistently seek reviews at key touchpoints (after a purchase/delivery or positive support interaction) in the customer journey. Use software tools like Vitals Product Reviews App to easily collect, import and display product reviews.
Personalize the ask: Tailor your review requests to each customer, mentioning specific products they have purchased and used.
Make it simple: Create easy-to-use forms or direct links to review platforms. You could even offer a basic structure or prompts to help customers create their reviews more easily.
Offer an incentive: Provide a small reward, like a discount on future purchases, to motivate customers to leave reviews.
Follow up: Send gentle reminders to customers who haven't responded to your initial review request.
Once you've collected reviews, displaying them effectively on your site is key to building trust and credibility.
Integrate testimonials throughout your website, not just on a dedicated reviews page. Feature highlights on your homepage, product pages, and at crucial decision-making points in the customer journey.
Use a mix of formats, including text quotes, video testimonials, and user-generated content, to keep customers engaged.
You could even try review widgets or plugins that dynamically pull in reviews from external platforms so that your displayed feedback is fresh and authentic.
Highlight specific aspects of positive reviews that address common customer concerns or showcase your unique selling points.
While obviously everybody loves a good review, a negative review does not mean that you don’t respond to them. In fact, 88% of customers prefer businesses that respond to all kinds of reviews. This could be a great opportunity for you to demonstrate your commitment to customer satisfaction.
Here are the steps that you could follow:
Respond promptly and professionally to negative feedback. About 60% of consumers prefer responses within 3 days.
Begin by thanking the reviewer for their input, then address their concerns. Avoid being defensive; instead, show empathy and a genuine desire to resolve the issue. If possible, offer to take the conversation offline to find a solution.
Regularly analyze feedback trends to inform your business strategies and enhance customer experience.
