Customer reviews, also called customer reviews or product reviews, are the positive and/or negative reviews made by customers about a product, shopping experience or delivery, for example in an online store or on review sites like Google for Business, Foursquare, and Yelp for Business, among others.
In e-commerce, customer reviews play a key role. To give you an idea, 90% of consumers read reviews before buying a product, as Findstack blog data. That is, if your online store does not have reviews, it will be very difficult to sell something online.
On the other hand, online stores with customer reviews, especially positive reviews, generally do much better. They gain more trust from consumers and, consequently, a higher conversion rate and a higher average ticket. In other words, reviews have a generally positive impact on online stores.
WHAT IS THE IMPACT OF CUSTOMER REVIEWS ON E-COMMERCE?
In general, customer reviews can provide:
More confidence to buy:
- 79% of consumers say they trust online reviews as much as personal recommendations, according to BrightLocal quoted by the Oberlo blog. Thus, reviews increase consumer confidence to shop in an online store.
More purchasing decisions:
- 67,7% of purchasing decisions are influenced by online reviews, as study cited in the Review42 blog. So the more reviews you have on your product pages, the better your chances of selling.
Highest average ticket:
- 31% more can be spent by customers on an online business with excellent reviews, according to Invesp infographic data. That is, reviews tend to increase the average ticket of your e-commerce.
Conversion rate increase:
- 380% is the conversion rate increase when higher priced items show customer reviews as per the Spiegel quoted by the Learn Hub blog. Also, when a product receives five reviews, the purchase probability increases by 270%.
It is worth remembering that product reviews can be both positive and negative. If, on the one hand, 72% of consumers say that positive comments make them trust a local company more, according to the aforementioned infographic from Invesp, 86% will hesitate to buy from a company that has negative reviews online.
Therefore, more than relying on customer reviews, your online store sales pages need to display positive reviews. If the reviews are not positive, it means that something is wrong with the product, with the delivery, with the service, with the shopping experience or with another factor, which you need to optimize.
HOW TO GENERATE CUSTOMER REVIEWS IN YOUR VIRTUAL STORE?
To generate product reviews, you should resort to review sites like the ones already mentioned. Google for Business, Yelp for Business and Foursquare, for example. You can also get reviews on Facebook, iFood and "Reclame Aqui", among other websites.
To get customer reviews directly on your online store, use apps like bazaarvoice, Trustpilot or Yotpo. Bazaarvoice, for example, has features for customer reviews and Q&A. In addition, it offers cashback rewards, which incentivize customers to create reviews.
Finally, if you need help implementing a customer reviews app in your online store, remember that you can always count on the e-Plus Agency team to help you with that.
A e-Plus Agency has already produced more than 400 virtual stores for retailers in Brazil and more than 10 countries. To talk about customer reviews with the e-Plus Agency team right now via the messenger app, just click on the button below and start a conversation:
