Brands are no longer concerned with just promoting & selling their products/services. For a sustainable future, a brand must give undivided attention to post-sale activities as well.
Collecting feedback from customers through user reviews & testimonials is a key post-sale activity that helps brand in continuously improving their strategy and keep the business running profitably year after year.
A lot has changed about user reviews since they first began to get brands’ attention. Through this post, you will get to understand the concept of user reviews better, and will also learn different ways it is being used today for business growth.
According to Marketing Land, 90% shoppers consider checking reviews before making a purchase decision. A lot of product related queries can arise in potential buyer’s mind and user reviews serve as the perfect content type to answer those queries. The product description present on the website is important, but in most cases it fails to gain the trust of the buyer. It is only the reviews left by previous buyers that improve the chances of making a sale.
Usually, customer reviews naturally consist of important keywords associated with the product. Thus, having such reviews on website also help in rank better on search engines.
For example, a buyer, who recently bought an iPhone 7 from your website, may write something like “This website offers the best price for iPhone 7”. Such a review help you easily rank better in search engines for queries like ‘Best price for iPhone 7’.
User reviews can be left on third party websites like social media, forums, etc. Such websites receive tons of traffic; thus, can improve the visibility of your brand.
Users who come across such reviews will not only become aware of your brand but will also get to know the value your products offer through others’ experiences. User reviews on social media sites can act as long-term source for generating good quality leads.
Yelp (20%), Facebook (20%) and Google (16%) are the most trusted online review sites.Click to tweet
Once collected, analyzing user reviews will help you improve your product and make necessary changes to tune it to satisfy customers’ expectations. Furthermore, it will also help you make better pricing plans.
If a business resolves its issue quickly and efficiently, 95% of unhappy customers returns back to your business.Click to tweet
Email based method of collecting user reviews is perhaps the oldest & most used way, for it is highly effective and can be used by businesses of all sizes. Email is traditional medium that customers use to interact with brands. And this familiarity also makes it more effective.
After making a purchase, most ecommerce mobile apps will display a pop-up asking the user to give a rating to the product and leave a short review. A good design practice is to include an ignore option as well, so that the buying experience is not hampered.
After a sale is made, a prompt can be displayed to enable the user to leave a review. Since most buyers tend not to type too much, therefore, it is advised to use prewritten templates, which buyers can use to fill and complete the review.
Most products generate social chatter, which can be tagged as either positive or negative. Using tools like TweetDeck, one can set filters to improve the social listening process and easily address queries that people are discussing. Furthermore, third party tools like Buffer, HubSpot, etc., can be used for an in-depth analysis of various social media platforms including Facebook, LinkedIn, Pinterest, etc. Also remember, positive or negative, you must reply to feedback on social sites.
Forum websites like Quora, StackExchange, etc., are among the platforms, where people discuss products and services by asking questions. Apart from consumers, several industry professionals & experts also participate in these online debates. So, by keeping an eye on these websites, you not only get in touch with customers but also get ideas to improve the quality of your offerings.
Displaying user reviews on your own website will help improve the buyer’s trust. Make sure these testimonials are easily visible to visitors, as well as are coupled with a call to action.
Best Practices in regard to User Review:
User reviews play an important role in building long lasting trust. To harness the power of user reviews for the benefit of your business, above-mentioned tips should be followed religiously. Feel free to share any unanswered query of yours and we will surely get back to you with a solution.
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