Product reviews are one of the most efficient means to boost an eCommerce business. They can increase conversions, positively impact SEO, and strengthen a company’s credibility. However, well-written reviews aren't a magic pill. It’s also important to attract the right audience, increase website performance, and optimize your site for mobile devices, for example, using the Magento PWA Studio.
When deciding to buy a product, people bear in mind various criteria. For example, some prefer a particular brand or pay attention to the price, others value the delivery terms. However, almost everyone scrolls down to the reviews section and compares goods with the highest rankings. Why? Because visitors trust other buyers’ opinions more than product descriptions on the site.
Most often, clients are reluctant to write reviews, except for dissatisfaction with the quality of goods or services. This article contains awesome product review examples. This piece will teach you on how to write testimonials, which review types exist, and why you need such feedback.
Product Review Basic Rules
Online store owners understand the importance of testimonials. However, in pursuit of them, they may disregard some rules.
For example, you shouldn’t delete reviews that you don’t like. Even negative feedback can do less harm to your site than no reviews at all. The latter could mean you have no sales or are hiding something.
To get customer testimonials for their online store, some sellers write them themselves, pay money, or ask friends. But this is a shady tactic. It’s more effective to establish real communication with clients.
Four Benefits of Customer Reviews in eCommerce
1. The Loyalty of Visitors
Customers trust a store with honest reviews more. It’s valid for offline deals as well. We all have time-tested places, cafes, service centers that have won our trust.
When we are looking for something, we consider the experience of our friends, acquaintances, and relatives. In eCommerce, buyers have fewer opportunities to test a product. So, they need to know what the customers with a real-life experience of the product think about it.
2. Advantages Over Competitors
Reviews improve brand reputation in general. The more they see discussions on your online store, the more credibility it will build. If your customers share their thoughts, then the site is trading. It means that this store has competitive prices, quality of goods, and level of service.
See how much attention CeraVe pays to keep in touch with clients. Someone didn’t like the cream, and the buyer left a negative review, but the team didn’t ignore it. Instead, they thanked politely for the response and tried to settle the situation.
Screenshot taken on the official CeraVe website
3. Convincing Those in Doubt
Generally, product descriptions follow a similar pattern. But how does the product work in life? How does it smell or taste?
Typically, this information can be obtained after use, preferably several times. Therefore, user reviews can provide insight into the nuances the seller didn’t tell or might not know. Sometimes it can be expert assessments. Or, clients can answer other people’s questions, creating discussion threads.
Some stores collect product reviews from other sites if they don’t have enough of their own. For example, CVS Pharmacy illustrates such product review examples in the screenshot below.
Screenshot taken on the official CVS Pharmacy website
4. Increased Traffic from Search Engines
Reviews boost your website rankings as it’s a source of unique content. Different sites utilize standard descriptions, so search engines spot those that have something exclusive.
You can also increase traffic for low-frequency queries such as “product name + reviews”. When you enter a query, Google displays star snippets in search results. It’s crucial for product pages because they’re more visible. Feedback keeps the visitor on the page longer, which will also be an indicator for search robots.
Screenshot taken on Google
Types of Reviews
1. Written Reviews
It’s the easiest way to express your opinion. The customer either puts the number of stars or writes a couple of lines about his experience.
2. Video Reviews
It’s a popular way to express your opinion about a product today. It can be unpacking, testing, or using. Sometimes the reviewer doesn’t appear in the video and highlights the product’s features.
These videos are extremely helpful in the electronics store industry. For example, if a person understands gadgets, he will talk about how to best use the product, what features can make life easier for others, and what problems to prepare for in the future.
Apparel stores can also take advantage of such feedback, as the buyer will show how the product sits and feels.
Screenshot taken on YouTube
3. Photo Reviews
This type of testimonial is easier to make than shooting a video, so most clients are more willing to share it. At the same time, sometimes they take high-quality photos of the product, which is an additional bonus for the site.
In some cases, they can share the effect they have achieved with the product if it’s cosmetics or medicinal products. For example, you can see how Walmart shoppers do it in the screenshot below.
Screenshot taken on the official Walmart website
There are two types of reviews, depending on the site:
- Reviews on the company’s website or social media channels;
- Reviews on third-party sites (f.e., Yelp, Google, Trustpilot);
Both ways of presenting feedback are equally important. Reviews on the seller’s site allow people to get all the needed information in one place. Visitors won’t have to open another tab to see other buyers’ opinions. Thus, you won’t lose them on the complicated conversion funnel.
At the same time, if users read reviews on another site, they get the idea of what they want. So, they come to your store ready to purchase straight away.
6 Tips to Encourage Buyers to Leave a Review
1. Provide Opportunities
First, you need to create the technical capabilities to leave reviews on your site, for example, ratings or fields under a product description. Or you can ask your customers for their opinion on social media. Participate in discussions like Lush representatives do on their Instagram page.
Screenshot taken on the official Lush Instagram account
2. Just Ask
Clients may not know how critical reviews are to your SEO, conversions, and traffic. They can recommend your store to their friends but hesitate to do it on the site. Ask for leaving a review on the product page and tell your customers how feedback matters to you.
3. Use Email Newsletters
Set up an automatic email newsletter to remind shoppers to give feedback. Make it subtle and explain why you need it, just like Mack Weldon does in their email newsletter.
Screenshot taken from the newsletter on the official Mack Weldon website
4. Simplify the Process
No one will waste time and go through the complicated registration process before leaving feedback. Enable reviews by logging in through social networks or entering an email address. Your customers don’t need to create a profile just to share their opinion.
5. Implement a Feedback Motivation System
The accumulative bonus system is a method of increasing sales on the site. Provide additional points for feedback, especially for video reviews. Clients can spend these points or use discounts on future purchases.
Don’t forget to express your gratitude. To do this, you can send an email or write it directly on the product page. The customers will likely realize appreciation for their opinion and return to you for other products.
6. Show an Example
Reviews on the product page indicate that the online store appreciates feedback. Even if the reviews are not always positive. Their complete absence can give a false impression that you don’t consider testimonials necessary. What will the users’ reaction be? Right, there’s no need to waste time writing them at all. Get at least several product reviews. They will inspire others to express their opinion as well.
Final Word
You can’t think of a better way to show the seller’s attention than maintaining a connection with buyers. By getting feedback from real customers and answering questions, you take the necessary steps to grow your online business.
Reviews are evidence that the online store is ready to engage in discussions with its visitors. And users understand that they can count on solving their problems. React promptly and adequately to any comments, and you will see how sales and customer loyalty will grow.
Kate Parish, chief marketing officer at Onilab.com, with 8+ years in Digital Marketing and eCommerce web development promotion. Kate constantly upgrades her knowledge and skillset to stay fit in the progressing online world. She always does exhaustive research in such spheres as SEO, Magento PWA development, and SMM, before sharing her expertise with a broad audience.
