Leveraging user reviews for the eCommerce sites
Overview
Trust is the most important factor in any transaction between people, especially if there is something of monetary value involved. You are very unlikely to transact with someone you don’t find trustworthy for the fear of being cheated or left behind. It holds for any business, particularly the online one where the transacting parties don’t see each other or interact. Even if there is a slight interaction through computer interfaces it can never be a replacement of what can be achieved using a regular smile, handshake or a coffee. Every customer has a unique experience when it comes using your product or experience. They may like your product or equally loathe it in some scenarios. Remember the food joint which your friend recommended since she loved it, and compelled you to check it out. Or the vacations you took this Christmas and you can’t stop narrating your awesome experience to friends and family. Your mom may buy groceries from a particular store because your aunt thinks it’s cheaper and better than the rest of the stores around. Social interaction is the bedrock of commerce. With the advent of technology, there has not been much fundamental change in our propensity to seek endorsement from other users to buy any goods. Word of mouth has been simply replaced by user reviews in text, image or video format. Consumers feel better when they hear from a peer detailing the use of product and service in action.
What are user reviews?
User reviews are the content created by the user voluntarily describing the product and its relevant features like quality, performance, durability etc. They provide essential information to customers and valuable insight into the product for the brand. customers reviewing the product, in turn, enjoy social recognition and appreciation for his/her efforts. It is one of the most efficient tools for building trust among consumers. The consumer feels better about a product or service when they hear about the experience of his/her peer instead of swanky advertisements thrown at him/her.
“over 88% of the shoppers buy a product only after reading reviews from other customers”
Ways to leverage user reviews for your e-commerce store
Brands can use user-created reviews to build a better product and enhance your service. Brands can analyse any pattern or check for common issues faced by customers. through this process, they can pinpoint their issues and try to improve their product or service. They can have a better understanding of the intent of the user, giving them insight about what the end-user wants. So much that they can ideate and iterate to create a better product or service.
- User-generated content or reviews are perfect fodder for SEOs, nothing is better than a site which sees a lot of engagement from users. More reviews you have more your business will stand out from the rest. This starts a positive cycle of more reviews helping SEOs bring more traffic, resulting in more sales and reviews and the process continues. Content marketing is an expensive and relentless job where brands or eCommerce owners have to spend resources to produce fresh content every time to be SEO relevant. User reviews solve the issue by free and unlimited content without spending a single penny. Biggest help SEO gets from the user-generated review is in targeting the long-tail keyword, which has a very high rate of conversation into sales. The long-tail keyword has the most potential to bring the highest amount of traffic into the store. Search results favour business in page ranking when users post comments like “best spa in Manhattan Under $60” or “best android phone under $500”. This happens because these phrasal sequences are used by people for searching through a search engine and can be accurately found in the comment/reviews section of your website’s product page.
- Positive user reviews can be used for marketing purposes showing the efficacy of the product. Movies and mobile applications are the best examples of that. Positive reviews or rating can be attached to the abandoned cart mail to nudge users into eventually buying the product left at the cart stage. Reviews are one of the most powerful marketing tools when it is used with the right strategy it can create wonders.
- Engagement with users gives more brands/ estores more visibility by monitoring and responding to review. They have the potential to create great word of mouth publicity where the customer feels values and respected for his/her opinion. Even responding to negative comments shows that the brand cares about its disgruntled customer and vows to take any issue mentioned seriously. This provided a human touch in all these virtual transactions proclaiming to potential customers that in case something goes wrong there is always someone behind the desk to assist the user.
- Reviews can be shared on social media, giving credibility to the person who posted it, and engaging with others at a social platform like Facebook, Instagram etc.
- there is always a possibility that a customer is not satisfied with your product and he/she rates your service poorly. In those cases instead of hiding it under the rug store owners/ brands should directly engage with them to alleviate their issue. sometimes lack bad review scream of review moderation buys brands which don’t speak of authenticity. Most users search particularly for bad reviews just to check out the possibility of something going wrong.
- Reviews can help you to analyse which products work best, which has the most value proposition. knowing what works and what doesn’t helps to set the catalogue of items offered.
- User reviews are one of the most powerful tools introduced in online commerce. how brands/e-commerce owners leverage it will make them stand apart from the crowd. using effective tools they can narrate a story they want to convey and create never-ending brand loyalty.
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