Have you ever bought anything online only because it had numerous positive reviews from other customers?
If the answer is yes, then you have already witnessed the power of eCommerce consumer reviews.
To improve your lead generation, you simply need some great customer reviews from satisfied customers to show the value of your products.
Consumer reviews are everywhere these days.
For example, if you search for ‘best dry shampoos’ Google gives you the following preview:
If you pay close attention, you’ll see that every suggestion has a specific star rating, the number of reviews and where the specific product was mentioned.
Star ratings can play a major role in a buyer’s purchase intention since they provide a visual representation of the performance of the product.
Since the first product has an average star rating of 4.6, potential shampoo customers are more likely to click on it rather than the third product.
Which Reviews Increase Conversions?
When customers get online to leave a review they usually share great or bad experiences with their peers.
According to statistics, products with higher star ratings tend to have more consumer reviews since excitement is a feeling that people usually want to share with their peers.
Good reviews usually summarize the positive features of a product and give potential customers a genuine insight coming from a user’s personal experience rather than an advertisement.
So when the majority of a product’s reviews are on the positive side, then the product itself has no negative points to discourage other customers from buying it.
Here’s what a good consumer review looks like found on Function of Beauty’s website:
On the other hand, negative consumer reviews focus on why someone shouldn’t buy a specific product and highlight why the user didn’t have the experience they were promised.
You can find such reviews everywhere but Amazon is the home of numerous bad product reviews.
Here’s a consumer review of Hydro Mousse’s Liquid Lawn product:
As you can see, a business can benefit greatly from positive consumer reviews as it will enhance customer experience and incentivize potential shoppers to make a purchase.
And since consumer reviews are powerful social proof tools, they can help you create landing pages that will be your powerful weapon to more conversions.
Now Let’s See If Consumer Reviews Can Drive More Conversions
Reviews are all about building credibility and trust in your brand.
So the more positive they are, the more credible and trustworthy your product will look like.
Consumer reviews can influence your potential customers’ purchase intention depending on whether the disposition was negative or positive.
For example, Hydro Mousse’s majority of negative consumer reviews and the bad rating was enough to discourage new customers from making purchases.
Here’s one of the comments:
From a psychological perspective, this behavior can be explained as a cognitive bias resulting from the bandwagon effect.
According to the definition, the bandwagon effect is a psychological theory where individuals will do something primarily because other individuals are doing it, regardless of their own beliefs, which they will ignore or override.”
When it comes to consumer behavior, this effect can create certain implications depending on the positive or negative disposition of certain products.
What this means for your conversion rate is that the more positive reviews you land on different sources, the more conversions you will ultimately get.
2. They Boost Search Engine Optimization (SEO)
Search Engine Optimization or SEO for short is a common practice to increase your organic website traffic through search engine results.
When it comes to conversions, you need to make sure that the traffic you get is related to the keywords your potential customers search for.
As long-tail keywords matter in targeting and acquiring the right amount of traffic, unique consumer reviews matching the keywords your potential shoppers will use will help you guide them towards your products.
Since your position on search engines plays a major role in brand visibility and conversion, being on the good side of SEO will give you a huge traffic boost that will get your sales to higher heights.
Keep in mind, though, that as great as user-generated content is, it must have the right amount of quality in order to convert new customers effectively.
3. They Improve Click-Through Rate (CTR)
Online user reviews can impact your CTR greatly and determine the efficiency of your website.
According to a case study on how ratings and reviews can impact conversions, the participants were exposed to different search engine result pages (SERPs) to determine whether those with reviews and ratings had better click-through and conversion rates.
The findings showed that “going from a 3-star to a 5-star rating can earn a business 25% more clicks from Google’s Local Pack”.
Since the majority of users are influenced by online reviews, aiming at acquiring as many as possible can improve your CRO significantly.
4. They Boost Product Ranking
If you are familiar with Amazon, you might have noticed these little things on their website:
This ranking system directly affects the visibility and conversion rate of your products since it arranges every result according to average customer reviews.
Users who haven’t purchased a product rely heavily on such sorting methods to decide whether the product is worth their time and money.
Great product ranking and reviews will give your products a huge boost and place them higher than other products from other brands.
As consumers choose to buy products from trustworthy sources, collecting customer feedback and using it to improve customer experience will give you a competitive advantage that will increase your brand awareness and skyrocket your sales.
The more positive reviews your products have, the more search engines and potential customers will favor them.
While you can increase conversions with consumer reviews, their success depends on the customer experience your business delivers.
Favoring quality over quantity will help you land amazing customer reviews you can use to social proof your website and landing pages.
So now that you got your answer, it’s time to collect those positive reviews and get your conversions to higher heights.
Author’s Bio: Marilia is a Creative Writer working for email marketing software Moosend. Her passion for writing has made her find new ways to combine the art of Creative Writing with SEO Copywriting. When she’s not writing articles, you’ll find her spending time on her drabbles.