How can You Use Customer Reviews to Drive Sales?
Believe it or not, 85 percent of consumers tend to put as much trust in online reviews as they do personal recommendations.
Furthermore, 68 percent left a business review when prompted.
This demonstrates not just the importance of online reviews, but people’s willingness to leave them.
Despite this, though, some businesses don’t give online reviews the recognition and credit they deserve. They believe reviews are little more than a potential hazard to their reputation, as no company can please all of the people all of the time.
That’s technically true: negative reviews are inevitable, however rare.
Rather than being a hindrance, though, online reviews can be a major help to your brand, actually driving sales instead of reducing them.
Let’s take a closer look.
Building Your Brand, Building Trust
Gathering customer reviews can help to build your brand’s reputation to great effect.
When prospective buyers start looking into your business’s products and quality of service, having access to a large collection of reviews from previous customers can help them to gain a comprehensive insight they won’t find anywhere else.
They might be able to browse your website and find information on your company history, your own promotional copy, and your various products. However, only reviews can provide them with an unbiased idea of your brand’s performance.
Making that first purchase with a business they haven’t used before can be intimidating for consumers, especially if large amounts of money are involved. Scanning other buyers’ experiences with your brand can give them the confidence they need to spend, more so than your own marketing efforts.
As the stat at the start of this piece shows, buyers put a lot of faith in the feedback other consumers provide. By encouraging customers to leave reviews at dedicated sites and / or your own website, you are giving future buyers the chance to make an informed choice.
If they see a number of other people are pleased with their purchase, they are more likely to buy.
Your Responses Show You Care
Bad reviews vary wildly in tone and coherence.
We’ve all read feedback that makes little sense and appears to have been written by someone with a chip on their shoulder about something else beyond the products or services.
On the other hand, some bad reviews are well-written and cover fair grievances. For example, a customer may supply negative feedback because their item (let’s say a smartphone) was delivered in damaged packaging, or because it didn’t work as advertised.
You can’t stop people from writing bad reviews about your brand, but there’s no need to: they provide you with an opportunity to demonstrate how much you care about your buyers’ satisfaction and your business’s reputation.
Prospective customers browsing previous feedback and seeing negative reviews can feel put off, but a well-written, well-reasoned response from your brand has the power to turn one buyer’s complaint on its head.
If one customer complains that your smartphone (to return to the earlier example) failed to operate as it should have, you can take this chance to address the issue. Was it a manufacturing fault, and can it be returned to be repaired? Are they simply not using the handset the right way?
Offering to help demonstrates your business’s willingness to put things right. Even if your company has a global customer-base and the loss of one buyer means little in the long-term, you need to recognize that this really does matter to the consumer – which means it should matter to you too.
If you can’t solve a problem through a repair or replacement, offer to fix things in another way. Can you provide a discount in the future? Can you offer them a sincere apology and make sure they understand how committed you are to putting things right?
Prospective buyers reading this will likely have more faith in your brand, but don’t just focus on the negative reviews either. Offer a brief ‘thank you’ to the good ones too, and explain how you appreciate their custom.
Add Fresh Content for Better Rankings and Visibility
Publishing new content on your website, blog, and social channels on a regular basis can help to boost your rankings and drive fresh traffic to your site.
Crawlers like to see websites staying current. It shows that your brand is relevant and offering consistent value to searchers. More than this, though, fresh reviews are better for your reputation, and are more likely to encourage prospective customers into making that first purchase.
If prospects can only see reviews of your brand from around two years ago, how can they trust that your quality of service hasn’t declined since then? How can they decide whether you’re still reputable or not?
Keep requesting that customers leave feedback, good and bad. Don’t let them dry up and lose their relevancy.
Share Reviews Across Social Media
Sharing positive reviews about your business across social media can help to attract new prospects and drive traffic to your site.
Show your followers how satisfied previous customers are and highlight the products / services they received. Perhaps turn it into a brief case study, touching on why they wanted the goods in the first place, how you helped, and what solution your service brought.
Did they buy a pair of your running shoes for a fundraising marathon? Did they need to buy your computers for their business, and are now up and running thanks to you?
Focus on covering the customer’s journey in a short, simple social media post to drive prospects to your site. Even if they don’t click, they may well remember your brand in the future when they need the products you provide.
Online reviews can be a big help to your reputation and managing this is critical to your success. Have you found positive results from gathering customer reviews and responding to them?
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