Do you remember the first eCommerce platform that enabled you to sell/buy/bid for products? Well, if you were at an age of understanding in the year 1995, then that’s when eBay first started.
Yes, that very same eBay where we so enjoyed bidding for products!
And in the last 25 years, the world of eCommerce has developed by leaps and bounds giving customers an unlimited choice of platforms to purchase from.
Essentially, choosing a product from millions listed on an eCommerce website is no mean feat. But we have some of the most trustworthy sources (reviews) to decide what product to buy.
Customer reviews and testimonials are the most impactful way to choose a product. It also establishes the trust you can have on a particular website.
Why are reviews important in eCommerce?
Everything you do and write on your website is purposed to gain customers and sell your products.
Marketing has evolved over the years. Customers don’t want to be “sold to” in the traditional way — through an advertisement or hoarding, or via a geeky salesman pestering them.
Today, people want to make informed buying decisions. And this is where reviews and testimonials help them understand your product better and if it’s apt for them or not.
After all, reading about an experience from a satisfied customer is bound to boost your sales.
The statistics speak for themselves.
- A whopping 92% of customers read testimonials and reviews before making a purchase decision. Then about 88% say that online reviews are equivalent to personal endorsements. And 72% claim that reviews make them trust a business more. (Bigcommerce)
- 40% of customers form an opinion after reading one to three reviews. (Vendasta)
- The number one method used for reviewing is the star rating system. (Vendasta)
- 44% of customers say a review is highly significant if it’s written within a month of purchase. (Vendasta)
How to get good reviews from your customers?
Recently sold a product and waiting for that review? Well, customers tend to forget to give a review or they just drop a line by way of a review.
The key here is to ASK your customer to review you. On asking, chances are, you will get more concise reviews from your customers that will help boost your sales.
Connecting with your customers via email is one of the quickest and easiest ways to ask for reviews. But make sure you pay attention to the subject line or your email will end up in their spam folder.
Ensure that you add a link to your testimonial page and request them to send in that review in the next couple of days.
Pro-tip: Make your emails personal and unintimidating. Instead of sending this email from a generic email ID such as [email protected], send it from a personal ID such as [email protected].
Twitter is one of the social media platforms with a very wide audience. So it’s a great source of testimonials for your eCommerce business.
Considering you’re doing everything right in your business, a good review via Twitter lends ample weight to your product. Here are a few things you can do:
- Wait for them to tweet then take a screenshot you can share on your social media.
- Ask your client to tweet about the product and review it.
- Use online tools like SnapBird to help you locate old tweets (positive customer interactions) without scrolling all the way down your timeline.
Send out a short survey based on your particular product. Then add an ending question asking customers to give a testimonial, such as “Would you mind reviewing us on our website?” Make sure to add a link to your review page, such as www.business.store/review.
If you want to add a customer’s photo with their quote to boost your product or website reputation, ask permission before you do so.
Did you know that video testimonials have a greater impact on your future product purchases?
Try getting a customer to send you a short video about what they love about your product and their buying experience.
How do you leverage your testimonials?
When you purchase something and don’t use it for an extended period of time, it gradually loses its value. The same theory applies for your testimonials and reviews on your website. So, use them well.
Here’s what you should do:
- Make sure your testimonials are the right places on your website. Let’s say you’re trying to sell a highly-priced product. Use a testimonial that talks more about the product’s great benefits and why it is worthy to spend on. This helps customers overcome the pricing issue.
- Your testimonial design is equally important with your website design. Ensure that it matches your website and your brand while conveying the message in an impactful way. And make it clutter-free.
- Include other key elements such as a professional-looking photo, a business URL and address of your customer. These may be small details but they strengthen your testimonial’s authenticity.
More benefits from having testimonials and reviews
There are other benefits you can derive from your reviews and testimonials page apart from boosting sales. Here are some of the overlooked benefits you can consider when updating your testimonial page.
Thank your customers for sharing their testimonial. It’s all about appreciating those who appreciate you. Then, you eventually end up getting one loyal customer who’ll probably refer you to five more customers.
If you can notice, a customer gives you a testimonial and raves about your product in a very conversation and natural tone. Use that type of approach in your marketing copy rather than your corporate jargon. It’s more relatable making it easy to reach out to potential customers.
Testimonials aren’t always positive. You may not want to highlight the negative ones. But they’re great indicators on how to improve your product or service. Especially if you get similar feedback from a couple of clients. It’s really time to tweak things at your end.
Testimonials are a great source of ideas for your future blog posts. Start by quoting the testimonial, then elaborate the customer’s journey with you. Now it’s easier to generate more organic content to help boost your SEO strategy.
Ready to Gather Reviews?
All in all, testimonials are an essential part of your online success. So it’s imperative to get regular testimonials from your customers and ensure that you don’t put off asking for one.
Testimonials assure customers that you’re a trustworthy brand and will open opportunities for more customer reviews.
