One of the first places that customers look at when they’re looking at your product page is product reviews. About 70 percent of customers look at reviews before they make the last purchase, and 93% of people say reviews will influence the shopping decisions, so an easy way to get sales is product reviews.
Why are they so important though?
Well, they boost conversions by leveraging the diffusion of innovations theory, which explains that social proof is needed for buyers to make purchases, so people want to see that it works before they invest, and they’ll ask friends. So you need them, but what’s the best way to do it?
Well first, you may want to consider automation. You don’t want to manually send out emails to every customer, so you can set up an automaton. How you automate this depends on your shopping cart and email marketing tool. If you do use Jilt, you can set up a post-purchase campaign that sends emails to every customer within a period of time after you purchase. If you haven’t collected reviews before, you can reach out to past customers as well.
You can also create an effective subject line. Using emotional words with a positive impact, you can use that to help boost conversions. Home and garden products are n exceptions, but they usually change the conversion rate by about 20%. You should as well, make sure that these get sent at the right time after the delivery is made, and the customer gets to use the product. If it takes four days to get to a person, don’t’ ask them for a review the next day. that’s just asinine, and they won’t be able to really give a true answer. If your customers use the product during the weekends, you’ll want to tack on a few days before you ask for reviews, so that they can use it before they rate it.
Then there is personalization. This is a big part, since review request do rely on this, and you’ll want to make sure these don’t’ get sent out to those who haven’t made a purchase. Personalization by mentioning the customer name in the reviews.
Finally, if you get a bad review, don’t freak out. You don’t want to give your customers a bad experience, yes, but at the same time, you can’t please everybody. At some instance, you’ll sell to a customer who wasn’t happy, and they will leave a negative review. don’t hide those. They do improve conversions since it makes you look real. If everything is positive, it will make you look fake, and if you do hide or falsify reviews, you can come under fire.
So don’t be afraid to ask for reviews. don’t be afraid to ask for some extra feedback. Remember, it will only tell you what you can do better, and in turn, it will make things better for you now and into the future as well.