We have all been there before; a pushy salesperson trying to sell you their product or service… which by the way is apparently better than everyone else’s. They claim to be “the voice” of their customers who, of course, have nothing but good things to say. All with the intention on “selling” you their product.
This is exactly why the term “salesperson” ranks with “lawyer” in terms of job titles that have a negative connotation. No one wants to be sold anymore.
Customers Shopping Online Are Influenced by Product Reviews
Do you ever have that salesperson or lawyer reaction to a product recommendation from a friend, family member or someone similar to you? Most likely you listen and even ask for more details about the company or product. When you translate that shopping experience online, you read review after review to give you that nugget of reassurance that the product you buy will work the way you want it to. Rest assured you not alone.
In fact, 61% of people shopping online actually reach out for recommendations from customers to get a true understanding of the company, its products and its service (iPerceptions. 2011). Without the pushy sales team making the experience uncomfortable, people are interested in finding out more about the product through the eyes and experiences of someone else. By utilizing your customers and allowing them to voice their objective opinions, both good and bad, you allow your customers to become your no pressure sales team.
Potential buyers aren’t just looking for good reviews, because let’s face it, if all reviews were positive, they’d start to wonder if they were legitimate. In support of this, it’s interesting to note that a study by Reevoo revealed that 30% of consumers suspect fake reviews if there aren’t any negative reviews to be read. The same study reported that bad reviews actually help improve conversions by 67%, so don’t be afraid to publish negative reviews, especially if it’s going to influence potential buyers into making a favourable decision. It’s clear that a healthy mix of positive and negative feedback helps improve consumer trust.
Here are a few more vital stats from the Reevoo report:
- 50+ reviews per product can result in a 4.6% increase in conversion rates
- 63% of customers are more likely to purchase from a site which has user reviews
- Website visitors who interact with reviews and customer questions/answers are 105% more likely to make a purchase
- Genuine customer reviews are 12 times more trusted than product descriptions by the manufacturers
But how can you encourage your customers to write reviews? Forget ‘canned’ testimonials or promises of incentives and discounts, which can quickly leave you short. Simply ask them to take a moment of their time to share their product experience with you. According to a Marketing Charts survey, the main reasons customers gave for writing reviews were:
- To help other consumers make good decisions
- To share experiences with others
- Because you rely on consumer reviews and posting reviews yourself as a way of giving back
Is Your eCommerce Website Paving the Way for Customers To Advocate?
Many times it is the tools you give your sales people which turn them into successful sales people. If you’re not thinking about your website as your 24/7 sales rep, you should be!
By adding reviews to your eCommerce website, not only do you increase your site’s conversion rates for new customers but you empower them to be your voice for your company.
And let me reiterate again…
63% of customers are more likely to purchase from a site which has user reviews!