Ryann Bird | Manager, Client Success
Ryann oversees a talented group of Client Success Directors as they help clients generate content, increase traffic to their sites, and utilize tools and features. Through hands-on training and consultative instruction, her team is equipped to help clients with innovative strategies aimed at making UGC a striking feature of their sites. Ryann’s background in client success in different industries allows her to bring a unique perspective to this role. Prior to joining PowerReviews, Ryann worked as a Client Service Specialist at Cappex.com, a technology company that connects colleges with potential students.
How consumer dependence on user-generated content continues to evolve
There was once a time (in the not so distant past) when the idea of asking for feedback from consumers — then displaying that feedback for the world to see — was a pretty radical concept. But that has all changed — and quickly. Today, consumers have come to expect easily accessible information to aid their purchase decisions. And increasingly, they want this information to come from others like them in the form of ratings and reviews.
More than three years ago, PowerReviews set out to better understand the the role ratings and reviews play in consumer decision making and found that nearly all consumers (95%) read reviews and 86% considered them an essential resource when making purchase decisions. However, we recognize that in today’s fast-paced world, consumer behavior continues to evolve.
To better understand how consumer dependence on reviews has changed over the course of the past three years, PowerReviews surveyed more than 1,000 American consumers to explore how they use reviews when making purchase decisions. During this webinar, Ryann Bird, PowerReviews Manager of Client Success, will share key findings from this research and provide recommendations for businesses looking to leverage ratings and reviews to better meet the ever-changing expectations of today’s consumers. She’ll cover:
- How and where shoppers consume reviews
- The ways reviews influence purchase behavior
- Why consumers are (and aren’t) writing reviews
- And more
Adding Gift Givers to Your Holiday 2017 Review Strategy
When brands and retailers think about review collection, they traditionally focus on generating this content from product owners, or end-users. This makes sense, since end-users will have the most experience with the given product. However, insights from gift givers are also extremely valuable for future shoppers, as well as brands and retailers.
According to the NRF, holiday retail sales are expected to increase between 3.6 and 4 percent in November and December 2017, compared to the same period last year. That means there’s around $678.75 billion up for grabs this holiday season, a large portion spent by consumers purchasing gifts for family and friends. If you’re not incorporating these gift givers into your review collection strategy, you’re missing out on a big opportunity to generate a ton of review content.
Read on to learn four tips for capturing feedback from gift givers this holiday season — and throughout the year.
Four Ways to Generate Reviews from Gift Givers During Holiday 2017
1. Reframe the Wording of Post Purchase Emails
At PowerReviews, we’ve found that more than 60% of reviews are written as the result of post purchase emails, so it’s essential that you send them. However, make sure the call-to-action in your emails is worded in a way that’ll allow you to collect feedback from both buyers and end users. Ask questions like “Why did you buy this product?” or “Who was this product purchased for?” to invite all types of consumers to provide their input.
2. Capture Feedback Immediately After Purchase
Include a section on your “Thank You” page that allows shoppers to provide feedback immediately after purchase. For example, ask the consumer why they purchased the product. This makes it easier for shoppers to provide feedback while they’re still in your ecosystem and allows you to display additional insights directly on the product page.
Also, consider asking for feedback on the consumer’s overall shopping experience by asking questions such as, “how was shopping with us?” Then, syndicate these Seller Ratings to Google to display star ratings in your Google ads.
3. Simplify the Collection Process
The easier it is for a gift giver to write a review, the more likely they are to do it. Make the content collection process simple and mobile-friendly. Give shoppers the ability to choose star ratings or answer a few quick questions instead of writing lengthy responses. If you use a tag-based review system, add “great gift” as an option for best uses.
4. Incorporate In-store Shoppers
Almost 90% of consumers will shop in-store this holiday season, according to research from PwC. Don’t miss out on an opportunity to collect reviews from these in-store shoppers. To generate feedback from this segment of customers, either tap into an existing rewards program or ask them to share their email addresses at the register. Then, send them a post purchase email asking them to provide feedback on their recent purchases. Consider offering an incentive, such as a coupon for a future purchase.
Reviews help future shoppers find the products that best fit their needs — and they help businesses identify areas to improve. This holiday season, make sure you’re generating as much feedback as possible by incorporating gift givers into your review strategy.