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October 16, 2014

Leveraging Reviews for
Your E-Commerce Success

Author Charlie Brown
Category Blog | eCommerce |

Product ratings and reviews have been a critical component of e-commerce stores for as long as e-commerce has been around. Reviews are known to build trust and increase sales; there are a number of researches out there that corroborate this. According to one research, 63% of consumers are more likely to purchase from a site if it has product ratings and review. But it does not end there; your e-commerce store can benefit from reviews in a number of different ways.

  • Build Trust

Reviews time and again have been used by consumers to evaluate products and validate their purchases. According to a research, 71% of consumers agree that reviews make them more comfortable that they are buying the right product and 79% of consumers trust online reviews as much as personal recommendations. Moreover reviews can also help businesses reduce shopping cart abandonment.

  • Take Feedback

Reviews can act as an excellent tool for businesses to take feedback about their products. You can use the customer reviews to identify what is working for them and make changes to your product accordingly. This will not only improve your conversions but also increase customer engagement (because they know that their comments matter and they are contributing in bigger scheme of things).

  • SEO

Content is king in today which not only enhances user experience but also makes it easy for customers to find you. Reviews can be an excellent way to generate fresh relevant keyword rich content; which can drive consumers through search engine results. Businesses can make most of their reviews by ensuring that they can be crawled and indexed by search engines.

  • Address Customer Concerns

According to a research by PeopleClaim, 95% of unhappy customers will return if an issue is resolved quickly and efficiently. Reviews can be an excellent way to identify these dis-satisfied customers and quickly turn them into brand evangelists.

  • Find your Top Performers

You can also use reviews to identify your top and bottom performers. This insight can help businesses identify products (most negative reviews) which are having a negative impact on their brand and also products (no reviews) which have not yet taken off with your customers. Businesses can then decide to discontinue these products, improve them and even run promotions based on them.

  • Build a Community

While it can be a little challenging to build a community (where you customers interact with other customers) for an e-commerce store reviews can be used get you a little closer to that. You can use reviews section and encourage your customers to ask questions about the product, which can then be answered either by your team or customers who have already purchased the product. These engagements can equally rewarding for both your existing customers (who are contributing their views) and new customers (who are asking the question) and also help your customers build a community around your store.

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