Seller Ratings Best Practices for Brands & Retailers

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By now, most brands and retailers recognize that reviews are a key component of a customer’s purchase process. After all, there’s nothing quite like hearing from another consumer who has already purchased and experienced a product. But consumers don’t just want to see reviews for products. They also rely on Seller Ratings to hear about other consumers’ overall experience shopping with a brand or retailer.

If you’re a brand with an ecommerce store, a consumer may never have shopped with you before. A strong Seller Rating can give buyers confidence that they’ll be able to have a smooth and secure checkout, receive their product quickly, and resolve any problems that may arise with customer service.

If you’re a retailer, there are usually a number of options where a consumer can buy a given product. A great Seller Rating helps you stand out versus your competitor and gives consumers a signal that your store is the best one to shop at for the given item they desire.

In addition to driving more qualified traffic and sales, Seller Ratings help brands and retailers identify ways to better serve their customers. Read on to learn 4 best practices that will help you generate more Seller Ratings and leverage them to drive sales and improve your business.

Ask for Feedback at the Right Time
There are three main components to a comprehensive Seller Rating:

  • Shopping experience
  • Shipping
  • Service

How can you generate this feedback from customers? It’s a best practice to grab a customer’s attention and ask them a question when they are in the context of each of these three components. For example, PowerReviews has a widget to ask about the customer’s buying experience right after purchase to get an answer while it’s fresh for the customer. Shipping should be asked via post purchase email after the product arrives. Brands and retailers should ask for service feedback after every experience over the phone or online.

Keep it Simple
Make it as simple as possible for your shoppers to provide their feedback. Instead of asking for as much data as possible, boil down each component to a simple rating with the option for the shopper to provide additional, qualitative feedback.

Take Action on Insights
Seller Ratings provide brands and retailers with a way to measure current performance, as well as actionable insights to better serve customers.

For example, let’s say a brand receives the following Seller Rating: “Site needs to give confirmation after I click on submit order.” After further digging into your Seller Ratings, you notice multiple customers mention this same frustration. You work with your web team so shoppers receive a confirmation after submitting an order, and watch how your rating changes over time.

Add Star Ratings to Your AdWords Campaigns
Including star ratings in your AdWords campaigns will help capture the attention of shoppers and entice them to click through to your website. In fact, it’s possible to achieve a 100% increase in click-through rates with Seller Ratings.


You work hard to earn the trust of your customers. With these best practices, you can leverage Seller Reviews to amplify that trust.