Optimize your customer review system for maximum conversion.
If you recently purchased something online, did a review influence your purchase decision? For most of us, the answer is yes.
Have you shopped online and a lack of reviews for a particular product actually gave you pause or stopped you from buying? We all like to know the opinions of our peers, in this case our fellow buyers.
This is hardly a secret or fresh revelation. Today, I'll demonstrate exactly how important customer reviews are, and give you some action items that will help you optimize a customer review system for maximum conversion.
Marketers Can't Ignore Online Product Reviews
Reviews on e-commerce sites have become a critical feature over the past couple years, and they're becoming even more important now. In an earlier column, I cited Roy Williams on why this word-of-mouth (WOM) feature has become so influential. You ignore WOM at your peril.
Consider dipping into the traditional marketing budget to invest in a customer review system. A review system allows you to let your customers market your products for you. Need more rationale? Consider these facts:
Not All Reviews Are Created Equal
Whether you enable review functionality and consumer-generated content from your e-commerce platform or from a third-party-hosted solution like Power Reviews and Bazaarvoice, it's important to test and optimize for conversion and persuasion by focusing on the following areas:
Don't have a review system yet? What are you waiting for?
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Bryan Eisenberg is co-founder and chief marketing officer (CMO) of IdealSpot. He is co-author of the Wall Street Journal, Amazon, BusinessWeek, and New York Times best-selling books Call to Action, Waiting For Your Cat to Bark?, and Always Be Testing, and Buyer Legends. Bryan is a keynote speaker and has keynoted conferences globally such as Gultaggen, Shop.org, Direct Marketing Association, MarketingSherpa, Econsultancy, Webcom, the Canadian Marketing Association, and others for the past 10 years. Bryan was named a winner of the Marketing Edge's Rising Stars Awards, recognized by eConsultancy members as one of the top 10 User Experience Gurus, selected as one of the inaugural iMedia Top 25 Marketers, and has been recognized as most influential in PPC, Social Selling, OmniChannel Retail. Bryan serves as an advisory board member of several venture capital backed companies such as Sightly, UserTesting, Monetate, ChatID, Nomi, and BazaarVoice. He works with his co-author and brother Jeffrey Eisenberg. You can find them at BryanEisenberg.com.
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