Customer experience

The real Impact of customer reviews

- June 24, 2024 4 MIN READ
customer pressing sad face button to indicate a negative review - customer experience

If you’ve been putting off working on gathering up customer reviews, now is the time to stop and start working on it. Adam Stewart, founder of Digital Bond Marketing shares why it’s time you put reviews front and centre in your marketing strategy.

Reviews from your customers are now actually more important than you think as they can truly help your business garner trust and achieve credibility.

Today, potential buyers are offered endless options to choose from, and so, reviews act as a beacon, guiding them towards informed decisions. Not only do reviews provide invaluable insights into product quality and user satisfaction, but they also contribute significantly to enhanced social proof, which is crucial for converting hesitant visitors into confident customers. When a business decides to fully utilise the power of reviews, they are able to establish a stronger presence online which then in turn increases conversions and strengthen loyalty.

If you’d like to know more on how to maximise your customer reviews, keep reading!

Why reviews matter

Reviews help increase transparency

Transparent business practices are crucial in today’s market. And reviews serve as particular notes that customers have highlighted which actually provides transparency in a way that helps other curious customers understand both the positive and negative aspects of a product, leading to more informed purchase decisions.

Encourages engagement

Reviews foster communication between the business and its customers. Often times responding to customer reviews wouldn’t be the first thing that comes into mind but as I always say, whether positive or negative, businesses that value feedback should respond!

Reduces purchase anxiety

Believe it or not, reviews that are detailed enough helps reduce any fears, doubts and hesitations that your targeted customers might have when gauging to buy your products. As soon as customers understand the positive experiences that previous customers have had, the chances of them continuing with purchasing is higher.

Drives higher conversion rates

And of course, it is without a doubt that positive or great reviews have a direct impact on conversion rates. This is especially crucial for those who need a little more convincing. The logic behind this is that, once your targeted customers read the positive reviews, they now have the right information that will make them trust the product, resulting in a higher chance of completing the purchase.

Provides constructive feedback

Not making a sale or conversions have slowed down? Then you gotta hit the review section of each product and figure out what improvements should your business make. Maybe your customers want better packaging or bigger product dimensions or even a different style. You can find out if you head on to the review section.

Ways to boost website trust and sales through customer reviews

Showcase positive reviews prominently

Showing the reviews and testimonials your business has received should be in the most important areas of your site such as the homepage, product pages and checkout page. This visibility ensures potential customers are exposed to favourable feedback, reinforcing their trust in your offerings.

Encourage customers to leave reviews

Actively request reviews from your customers after they have made a purchase. There are many ways to go about this, for instance, you can send an engaging follow-up email or even consider setting up “thank you” pages. If you ask me, I prefer setting up easy-to-fill-up pop up forms whenever repeat customers checkout.

Respond to reviews appropriately

As previously mentioned, responding to customer reviews and testimonials is key, regardless if the feedback is good or bad. Acknowledging your reviews shows appreciation and your team’s commitment to resolving any issues (big or small).

Feature User-Generated Content

Incorporate user-generated content such as photos and videos from customer reviews. Visual proof of satisfied customers using your products can further enhance trust and influence the buying decisions of new visitors.

Highlight review metrics

Displaying aggregate review metrics, like average star ratings and total number of reviews, provides a quick snapshot of overall customer satisfaction. This usually makes customers get a sense of how beneficial your product is according to the numbers.

Incorporate Reviews into Marketing Campaigns

Having years of implementing a variety of tactics, this particular strategy I find is often under-utilised or done incorrectly. Here’s what you can do. One, gather the best reviews and then, two, find or create relevant ad campaigns, and three, plaster those reviews in said campaign/s. The goal should be to attract new customers by means of showcasing real-life experiences and satisfaction.

Additional Tips

Reward customers for leaving reviews

Have you tried to convince customers to leave a review and find that majority of them don’t really give any feedback? Well, a great solution to this is to offer discounts or loyalty points in exchange for genuine reviews. This not only increases the number of reviews but also shows customers that their input is valued and appreciated.

Maintain Up-to-Date Reviews

Ensure that your reviews section is constantly updated with fresh content. Recent reviews reflect the current state of your products which can be seen by anyone browsing your site.

Reviews that customers leave on a business’s site should never be overlooked or seen as a mere display that doesn’t reflect anything. With everything discussed above, it’s apparent that reviews should be well taken care of. Ultimately, an ongoing commitment to acknowledging and integrating customer feedback will not only boost conversion rates but also cultivate long-term customer loyalty. With this, embrace the strength of customer reviews and watch your business thrive!

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