The power of the product review
Do not underestimate the power of an online review. A positive online review of your business, product or service can send your sales soaring. Don’t believe me? Check out these statistics from Bazaar Voice:
- MarketingExperiments tested product conversion with and without product ratings by customers. Conversion nearly doubled, going from .44% to 1.04% after the same product displayed its five-star rating.
- RSS study: Burpee measured a 43% higher click-through on RSS feedswith reviews than without. (Burpee, December 2007)
- Shoppers who browsed the site’s new “Top Rated Products” page, which features products rated most highly by customers, had a 59% higher conversion rate than the site average and spent 16% more per order than other browsers of products. (Bass Pro Shops, June 2008)
- Giving shoppers the ability to sort products within a category by customer rating led to a sales increase of 41% per unique visitor. (PETCO, June 2007)
Unbelievable, right? So you may be asking yourself how you can start getting some positive reviews on the Internet about your business. The answer isn’t so simple. We’re living in the time of user-generated content. The users are in control. The company no longer has complete control over the message. You can, however, take some proactive steps to encourage reviews.
1. Ask your best clients to write about their experiences with your company. When someone loves the service/product you’ve provided, they’ll usually be happy to write a quick testimonial or review.
2. Encourage folks to review. If you sell products or services online, it’s OK to encourage the users to rate the product. But don’t take my word for it, listen to iJustine (a YouTube “celebrity”). At the end of her videos, she encourages the user to “give it five stars.”
3. Get involved with social communities. Check out what people are saying about you on the Internet. Take some time each day to review Twitter, Facebook, YouTube and any other social communities in which your customers participate. Respond to people who are making comments. If they say something wonderful, thank them. If they say something horrible, listen to them and let them know that you care. By paying attention to their praise, concerns and complaints some folks may be impressed enough to actively market for you.
4. Spread the word about your great reviews. If you are lucky enough to get wonderful online reviews, it’s OK to brag just a little. Make sure that your website has a testimonial page, and link from your site to the reviews online. Reviews can be like yawns — when you see someone else do it, you want to do it, too! The more reviews, the better!
If you have any questions about online reviews, don’t hesitate to contact us. We’ll be happy to show you how to take your online reviews and turn them into profits! (And, if you’re so inclined, leave a comment with a review 
)
Tags: Internet marketing, online marketing, online reviews, product ratings, product reviews, social media
