Digital Marketing News

The influence of customer reviews

Aug 05, 2015

5 stars
Why does your eCommerce site need customer reviews?

E-consultancy reports that 61% of customers read online reviews before making a purchase decision, and they are now essential for e-commerce sites.

Why you need customer reviews

User reviews increase conversion rates!  They can eliminate any doubts potential customers may have about a product, or can help with product selection.

The SEO benefits of reviews

Improving conversions and customer experience should be the main purpose of user reviews. However, there are considerable benefits for SEO including:

  • Fresh, unique content for search engines
  • Improving rankings for ‘product name’ + review
  • Increased CTR on results pages
  • Long tail targeting
  • Key SEO considerations for user reviews
  • Indexation
  • Non-duplication
  • Breadth of content

Bad reviews are valuable, too

All reviews are valuable, and a mix of positive and negative reviews help to improve consumer trust in the opinions they read.  However, too many bad reviews aren’t always good for business.

How to attract reviews from customers

Ideas include:

  • Use a reviews provider
  • Email customers post-purchase
  • Ask for reviews on product pages
  • Make the process as simple as possible
  • Offer incentives, post-purchase for leaving reviews

How to present reviews and ratings

It’s great to have lots of reviews, but once the number gets to a certain point, it’s important to organise the reviews and help shoppers make sense of them.  Some ideas include:

  • Rate this review / was this helpful?
  • Average review score summaries
  • Use in filtered navigation
  • Online reviews for in-store customers
  • Use charts to display review information
  • Show some detail
  • For travel sites, use TripAdvisor reviews
  • Use reviews in PPC
  • Use them offline

You can read the full article here.