Product Reviews: How your eCommerce can get more of them.
Previously we have discussed the benefits of product reviews for an online store.
But choosing to present this feature to clients is the easiest part. You just need to make a few changes on your website and voilá.
The hardest part comes after that: How do you get customers to write a product review?
Well, that’s exactly what we want to cover in this article. So read on and find out some of the most popular methods to get your customers to write a product review.
Optimize your Review Process
In order to get reviews, your very first step should be to create the best review process as possible, making it simple and quick for the reviewer, and useful for future clients.
You can start off by working on the review form.
A way in which you can work on it is by only asking clients to fill in necessary fields of information, like their name, email address (for verification purposes or for future contact), a rating and/or a comment.
If the client already has an account on your store, perhaps you should offer them an option to stay logged in your eCommerce. This way, if they wish to write a review, they wouldn’t be asked to fill any of the previous information – you would already have it.
Of course if the consumer doesn’t have an account, and you want to learn more about them, you can add more information fields on your review form.
But as to not discourage your clients from giving the review, the data fields mentioned above should be the only ones mandatory, whilst other information that you wish to know, like their location, for example, should be secondary and not required to submit the review.
Another way to optimize your review process is by giving clients some guidance on what to comment about.
A common struggle for consumers when writing a review is related to what to say about the product. When the review is supposed to be negative, clients are likely to remember what to say. But when it’s meant to be positive, sometimes they might not know what to say, or where to start.
So, by giving them some suggestions or topics they can cover on the review, above the comment section, for example, consumers would have a basis to go on and would give a more useful and complete assessment of the product.
An additional way to improve your reviews is by allowing clients to upload photos and videos on their review. A visual support helps to tell a better story than just text. After all, a picture is worth a thousand words, right?
Ok, after you have your review process down, it’s time to work on active ways to get reviews.
Ask your clients for reviews.
Ok, we know this might sound a bit obvious, but sometimes the easiest option is the most effective one as well.
Some of the most popular ways to do so is by requesting it on your website or by sending a follow-up email. In fact, this last technique showed to be an effective one, because when online shoppers were asked why they wrote reviews, 23% said that they had received an email request for feedback.
Just make sure to send this email after your clients received said product, otherwise this could be a lost opportunity for your business to get an extra review.
Offer them an incentive to give feedback.
Rewards are a great way to get people to write reviews. As a matter of fact, 10% of online shoppers affirm that they don’t write reviews because they aren’t offered any incentive.
These are some of the most common types of incentives to offer customers in exchange for a review.
- Coupons and direct discounts – Coupons and discounts are a very popular type of incentive because you are motivating your buyers to write a review whilst giving them a reward to use in your online store, increasing the likelihood of a repeat purchase.
- Contest entries – Another common practice to increase an eCommerce’s review count can be by entering reviewers in a contest, which can be as simple or as elaborate as the business desires. Some companies that are starting off their incentive program often start by offering their clients a gift card or one or more products from their own store, for example.
But there are some negative aspects about incentivizing reviews. Although they can be an effective tool to get reviews, there can also be some serious consequences to this practice.
For example, a lot of major review websites, like Google, make it clear on their policy that incentivized reviews are against their guidelines, and that there can be some serious repercussions concerning that.
Conclusion: How do you get more reviews for your online store?
Getting product reviews is an important key to creating trust in your business, and there are some active ways in which your online store can get them. But your first step should always be to create an effective and simple review process, and then you can think of the best active actions your company can do to get them.
Does your store uses any other type of techniques to get reviews? Share them with us in the comments below!