Reviews are one of the top factors influencing a shopper’s decision to make a purchase. And as it turns out, consumers have started to depend on reviews even more during the COVID-19 pandemic. Our own analysis found that throughout March and April, consumers engaged with reviews prior to making a purchase at double the rate they were previously. 

Thanks to widespread stay-at-home orders and social distancing measures, more consumers are shopping online. And clearly, reviews help them make informed purchase decisions. 

Of course, reviews benefit brands, too. Reviews are proven to boost traffic and conversion, while providing actionable insights that can help a brand improve its products and the customer experience.

Reviews also give brands the opportunity to engage with shoppers and resolve customer service issues, which foster loyalty and contributes to a strong reputation.  

In order to reap these benefits, though, brands must closely monitor their review content. All too often, this is a time-consuming process — and one that’s inherently flawed. Content slips through the cracks, which can tarnish trust. And because data is often siloed, a brand never gets a complete, accurate picture of how they are (or aren’t) meeting consumers’ needs. 

But it doesn’t have to be that way. Review consolidation — the process of aggregating all review content across channels into one dashboard — can ease the burden and make it easier to manage your brand’s online reputation. 

Let’s take a closer look at where shoppers are reading and writing reviews, how review consolidation works and how it can positively impact your business. 

Where Shoppers Write Reviews

Before exploring the mechanics of review consolidation, it’s important to understand the burden of manually managing reviews. And the best place to start is to take a look at where shoppers are writing and reading reviews. 

Most brands sell their products through a number of different channels. For example, a health and beauty brand might sell a moisturizer directly through its own eCommerce website, through a network of retail partners (e.g. Target, Walmart etc.) and on eCommerce marketplaces, such as Amazon. Of course, shoppers can write products reviews on any of the sites where the item is sold.

To further complicate things, shoppers can also write reviews about a store location, website, mobile app or the business itself on other platforms and channels.

For some brands, managing this content means someone logging into a dozen or more dashboards each day, determining which content needs action and manually assigning it to the appropriate person or team to handle. In order to respond to a review, they have to log back in to the appropriate dashboard.

This process is inefficient and leaves a lot of room for error.

How Review Consolidation Works 

Recently, however, a growing number of brands have started to use review consolidation technology. Review consolidation technology centralizes reviews written across all of the channels mentioned above into a single dashboard. That means a brand uses one dashboard to see reviews, engage with and respond to them and escalate them to the right team — regardless of where the review was written. 

Some review consolidation tools connect with a CRM like Salesforce to automatically create services cases and alerts, based on keywords or the star rating. Brands that also use Salesforce Service Cloud can see and manage all customer service issues in one spot, regardless of whether the issue originates from chat, email, social media, phone or a review.

5 Ways Review Consolidation Benefits Brands

Before investing in review consolidation technology, it’s important to understand how it can help your brand foster authentic engagement and boost your bottom line.

Let’s take a look at five key ways review consolidation positively impacts brands. 

1. Saves Time

The most obvious benefit of review consolidation is that it saves time. Your customer care or marketing teams are no longer required to comb through various sites each day in order to effectively manage reviews. 

Instead, these teams can focus their time and energy on activities that will build your brand’s online reputation and drive revenue growth. Customer service teams can focus on engaging with shoppers. And marketing teams can spend their time developing strategies and campaigns to attract and retain customers.

2. Provides a Holistic Picture of Performance  

Reviews are a gold mine of insights that can be used to help your brand better serve its customers. But if you’re managing reviews from several different platforms, it can be difficult to garner those insights. Each platform reports on different metrics, and data is siloed. 

Let’s go back to the moisturizer example we used earlier. You notice the average star rating for the moisturizer is high on your own eCommerce website. But the average star rating is significantly lower on Amazon. You’re getting little bits and pieces of data here — but what’s the full story? 

When you consolidate your reviews into a single platform, you get a more comprehensive look at how a particular product — and your brand as a whole — are performing across all channels. You’re better able to identify strengths and weaknesses and understand overall sentiment for each product. And you can see how this performance changes over time. 

With comprehensive insights, you’re better equipped to make smart, data-based decisions for your business. For example, if that moisturizer generates one- and two-star reviews across all channels, you can dig deeper to identify ways to improve it — or pull the product altogether. 

3. Allows for Quick Resolution of Customer Service Issues

Many times, a negative review simply reflects the tastes and preferences of a specific consumer. For example, a reviewer might indicate they don’t like the taste or texture of a protein bar. But in other cases, a negative review can be indicative of a larger issue that needs to be addressed and resolved. For example, if a review indicated a shopper got violently ill after eating the protein bar.

If you manually manage your reviews, it’s likely some of this negative content will slip through the cracks. And this can carry some big consequences for your brand’s reputation. For starters, you’ll have an angry customer with an unresolved issue that’s likely to ditch your brand altogether. A survey from Gladly found that half of people will switch brands after just one or two bad experiences.

And future shoppers will see the unresolved issue, which is likely to deter them from purchasing your products. What’s more, highly regulated industries like pharmaceuticals must follow FDA guidelines on handling complaints in reviews. If they don’t, they risk fines and a damaged reputation. 

With review consolidation technology, all of your content is in one place so you don’t have to worry about missing a critical review. What’s more, if you also use review consolidation technology and Salesforce Service Cloud, all of your customer service cases are available in one location, regardless of whether they were initiated through a review or another channel like email or chat.

Plus, issues get automatically routed to the right person based on factors like keyword or star rating, so they can be resolved quickly. Shoppers will see that you care about their concerns, and you’ll build a reputation as a compliant brand that listens to its customers.

4. Uncovers Opportunities for Authentic Engagement with Shoppers

Of course, it’s important to resolve issues that come up in negative reviews. But positive reviews also offer opportunities for brands to authentically engage with shoppers. Even a simple “Thanks for your feedback. We love having you as a customer!” can go a long way in fostering loyalty.

Review consolidation makes it easier to identify these opportunities for engagement. Your teams can see all reviews — and respond to them — through one platform. And because they’re not spending their time manually routing reviews, they can focus on building authentic connections with shoppers. 

5. Facilitates Strong Partnerships with Retail Partners

If you’re like most brands, you sell your products through a network of retail partners. If so, you’re well aware that good brand/retailer relationships are key to mutual success.

Of course, retailers want to partner with brands that manufacture quality products. But they also want to work with brands that take good care of their customers — even when something goes wrong. One key way retailers measure this is by how quickly a brand responds to customer service issues. If you habitually fail to respond quickly (or at all) to issues that are raised in reviews, a retailer may opt to partner with a different brand…and you may lose an important channel for revenue.

With review consolidation technology, you don’t have to worry about missing a review and failing to respond per your agreed upon service level agreement (SLA). Instead, retailers will see that you’re a dependable brand that cares about its customers. 

Consolidate Reviews to Grow Your Brand

Ratings and reviews are beneficial to consumers and brands alike. But brands must effectively manage their reviews in order to experience the benefits. Consolidating all reviews into one platform makes it easier for brands to engage with shoppers, build trust, and grow revenue. 

This blog was originally published by our partner, Reputation Studio, which offers review consolidation capabilities to PowerReviews customers. Visit the dedicated section of our website to find out more about the complementary technologies our solutions integrate with. Alternatively, reach out to us direct.

In a world where we are all information-rich, the days when customers make purchase decisions without thoroughly researching them first are long gone.

And they’re looking for very specific types of information as they move from browsing an item to knowing for sure that they must have it…now.

Think about it: you need to advance their thought process. They have intent but they need something extra to motivate them to actually hit the “buy” button. Providing information that’s insightful, accurate and authentic at this make-or-break point of their journey is therefore absolutely critical.

Customer-Generated Content (CGC) can be the key to converting shoppers into customers. But what is it and why can it have such a big impact? Continue reading “Five ways to Illuminate the Path to Purchase with More Customer-Generated Content”

Customer opinions hold more weight than ever in the path to purchase and have become an essential brand marketing asset. A recent PowerReviews study found 95% of consumers rely heavily on ratings and reviews before they buy a product online. This now-entrenched shopping behavior creates both challenges and opportunities for brands as they seek stronger connections with their customers.

As customer feedback becomes more influential, one challenge is the growing concern about the authenticity and transparency of ratings and reviews. To protect their reputations, brands must be increasingly vigilant to ensure that the customer feedback about their brands provides a truthful source for product recommendations.  

In this blog, we explore how brands can encourage and collect more high-quality customer-generated content, along with three best practices for doing so in a way that increases trust and authenticity. 

Collecting more high-quality customer feedback

Consumers expect brands to help inform their purchase decisions by including content with images and videos on product pages and by sharing authentic reviews. Collecting that content is essential to help brands increase conversion. In fact, PowerReviews’ data shows a 25% conversion rate increase on products with reviews compared to those without and, as shown in the following chart, the conversion rate goes up as the number of reviews climbs.

Consumers also look to reviews to answer important product questions, which should also encourage brands to collect more customer feedback and reviews. While one user wants a specific answer to a question, others want an overall evaluation of the product. Further, a recent study shows consumers believe a large number of positive reviews about a brand is a more important indicator of product quality than a trusted brand name. 

PowerReviews Director of Insights Carol Krakowski says: “In addition to increased conversion, collecting more, high-quality reviews allows brands to draw key insights across all of their customer feedback, to reach more of their audience with relevance and to activate their community of buyers.”  

But brands can’t stop with simply collecting more high-quality reviews: authenticity matters. In fact, 86% of consumers say authenticity is important when deciding what brands they like and support, and 85% of shoppers actually seek out negative reviews prior to purchase. Simply put, brand content is more likely to convert when it’s from a trusted source.

So how can brands collect more content and amp up authenticity? Here are three best practices to collect more customer feedback:

1. Engage everyday influencers through product sampling

More credible and cost effective than celebrity influencers and easier to work with as well, everyday influencers are a community of “people like me.” They use their Instagram presence to generate authentic, meaningful interactions with their followers, who are made up mostly of their friends and family. While these influencers typically have only 1,000 – 5,000 followers, when they make product recommendations, their communities listen.

https://www.instagram.com/p/B76EFqypY9W/

Using innovative sampling campaign techniques, PowerReviews targets the right everyday influencers on behalf of brands, providing them with a product sample or coupon along with encouragement to write a timely, authentic review or to share content about the product on their own social media. As a result, brands see the industry’s highest review submission rates and high social media engagement as well.

A MediaKix study found that in some cases, influencers with just 1,000 followers generate 85% higher engagement than those who have 100,000 followers. And Instagram accounts with greater than 10,000 followers generally have about the same Like:Follower ratio whether they have 11,000 or 11 million followers. By contrast, accounts with 5,000-10,000 followers gain nearly 3% higher engagement, and everyday influencers with 1-5k followers gain 2% higher than that.

“Finding the right audience to engage with can be half the battle. But you can target the exact person you’re looking for with a sampling campaign, and then ask for a review,” Krakowski says, sharing a recent example:

“We work with a vacuum cleaner brand that believes its vacuums are the best in the industry at tackling pet hair. They embarked on a sampling campaign to find pet owners frustrated by other vacuums. We found those very specific everyday influencers within our community and sent them $200 vacuums, asking for reviews. As a result, we helped the brand collect more than 2,000+ consumer-generated images and achieve a 90% product catalog review coverage.”

For brands, targeting everyday influencers via sampling campaigns means spending less, but still generating a higher volume of authentic reviews and engagement. The customer feedback they collect can be shared across ecommerce platforms, partner websites, search and social media platforms and through integrations. And, by encouraging customers to share their experiences on their social channels, product information reaches even further, to their authentic social networks as well.

Finally, the individual customer reviews generated through PowerReviews sampling campaigns are higher quality and on average 29% longer than others because they come from an engaged community of everyday influencers and go through advanced targeting, screening and qualification.

2. Accelerate customer feedback through social collection

Visuals are a critical element of effective customer feedback because actually seeing products in use in the real world adds a layer of trust. The PowerReviews Snapshot for Ecommerce study found 42% of shoppers say it’s important or very important that a product’s reviews include user-submitted photos and videos, and that number jumps to 58% among consumers 18-29. 

“Social collection is another important ‘best practice,’ because one of the best ways to improve the authenticity of your content is to encourage reviewers to submit photos or videos,” says Krakowski. “We know that 88% of consumers specifically seek out visuals submitted by other consumers prior to making a purpose. User-submitted photos show products “in the wild”, giving real-life context to user stories. This is particularly important among the younger demographic.” 

By implementing a social collection strategy, brands can gather and manage visual content from social channels, brand hashtags and everyday influencers. PowerReviews helps implement this smart solution at scale, so brands can leverage the visuals customers are already posting on Instagram, quickly identifying the right content and requesting permission to share it.

3. Provide easier methods for customers to provide feedback

The third best practice is really all about streamlining the customer feedback process – for both consumers and brands. 

Collecting more high-quality reviews requires brands to create an easy path for customers to write or post their feedback. Today, although 95% of consumers use reviews, a much smaller percentage (45%) takes the time to write one. Why? Reasons vary, but often the technology is not accommodating, there’s no incentive or maybe they were simply waiting to be asked.

While it may seem obvious, simply asking for reviews online can encourage customers who are debating whether or not to leave feedback. And by following up with post-purchase emails, brands can collect even more content.

In addition, brands can use advanced collection features to collect more customer feedback data:

• With Progressive Collection, PowerReviews allows the user to flow through reviewing multiple products in a way that’s optimized, showing one product at a time, and having a second question pop up only after they answer the first, etc.
• Visual Content Collection gathers more image and video content from customers by allowing them to easily upload visual content straight from their devices or social media profiles.
• By allowing customers to submit reviews through text, SMS Collection produces higher open rates than email by reaching customers where they spend most of their time!

Krokowski says another good way to collect authentic customer feedback is by adding a Q&A section, making it easy for customers to not only ask questions but also encouraging them to respond to each other’s questions. 

“Shoppers often use this section of a page to learn additional information about a product,” she explains, “and having user-generated questions about the product allows you to highlight some use cases or benefits of the product that other shoppers might not have thought of in a completely authentic way because it comes directly from your customers. And, by responding to customer questions you show that you care about engaging with them. Building that rapport with your community is an important part of letting customers know that you’re listening to them, taking their opinions into account. It’s all about building trust.”

It really is all about building trust

By working with a trusted reviews collection partner like PowerReviews, brands have the ability to collect more high-quality, customer-generated content, while following best practices for increasing authenticity and trust through product sampling, enhancing social collection, and creating easier methods for customers to leave feedback. These best practices help ensure that the reviews you collect are high-quality content that your customers will trust.  

And, thanks to our open platform, PowerReviews collects more reviews data than any other provider, embracing data from every brand and retailer who wants to share it, regardless of whether they use our software.  Our massive data set allows us to offer brands the best insights and deliver the most authentic, personalized experience for billions of shoppers every month. 

Every savvy ecommerce business knows the holiday season is a time of great opportunity to boost sales, increase brand loyalty and reach new customers. Shoppers are willing to spend hundreds on gifts for loved ones. In fact, Statista found the average U.S. consumer spent $794 on Christmas gifts in 2018. As for Cyber Monday shoppers, there were roughly 122.2 million of them in the U.S. last year.

No wonder it’s ’tis the season for profitability and out-of-the-box marketing campaigns. Holiday cheer aside, the rising ecommerce competition from retailers–and Amazon–has businesses wondering how to approach the holidays all together.

To get in your last-minute changes to your ecommerce website, we’ll help you cover important things like customer engagement, popular retail trends and go over our holiday marketing checklist. Let’s get started.

A Profitable Holiday Season Starts With Engaged Customers

Planning your holiday marketing campaign is a long process. But there are ways to make improvements in the final months to get more out of your campaign. The importance of connecting with your customers is huge for ecommerce brands seeing a spike in web traffic.

Customers seemingly tackle their lists earlier every year. In fact, a 2018 report from Credit Karma found 86% of consumers started shopping for the holidays between June and September. But don’t sweat it just yet if you’re a little late to the prepping season.

There are still plenty of ways to optimize your ecommerce efforts in time for the holidays to maximize customer engagement and increase conversions. Here are a few ways to get started:

1. Involve Your Customers As Soon As Possible

Customers love your attention. That’s why personalization marketing efforts help ecommerce businesses increase sales and conversion rates. A 2018 Evergage report found 87% of marketers accredited personalization marketing to their sales lift.

Give your shoppers a better shopping experience by providing in-depth review content that covers everything from size and fit to product pros and cons. A lot of holiday purchases are made for others so product details are more critical.

2. Focus on Shareable Visual Content

Consumers not only want personalized experiences, they also want visual examples from people just like them. In fact, the PowerReviews Health and Beauty Study found 68% of shoppers actively seek product photos and videos from other shoppers before buying.

Additionally, 7 in 10 respondents said they look for similar attributes from reviewers’ visual content, such as skin tone, body type and age. Use the power of social media to collect the images and videos your shoppers are already sharing then display this content directly on your product pages. More visual cues will help reduce purchase hurdles.

Already a PowerReviews customer? We can activate social collection for you now! Get started today. Contact our team!

3. Incentivize Holiday Shopping for Customers

A 2019 eMarketer report found the majority of shoppers “always” or “often” use coupons or discount codes for the items they buy online. Incentivizing shoppers during the holidays with specific discount codes could be the push you need.

Another way to incentivize is through holiday product sampling campaigns. By running a product sampling for reviews campaign, the turnaround makes it easier to get in last minute reviews to your most important products.

This is a great way to get prepared for the holiday season by generating more reviews through influencers and product sampling. And for last-minute marketers, this is even more critical.

Important Holiday Shopping Trends to Watch

Every holiday season brings about a new trove of trends to keep up with. As you continue to plan through the end of the year, it’s important to be on top of some of the trends taking over the retail industry.

To help you out, we’ve put together a list of holiday shopping retail trends that you might have missed in your preparation:

Consumers Are More Confident About Shopping Online

Data from Adobe Digital Insights found online sales increased by 16.5% in 2018 year over year. The highest online sales day was–predictably–Cyber Monday. Ecommerce continues to evolve and an emphasis on quality user experiences continues to be a driving factor in purchasing decisions.

Retailers With Engaging Online & In-Store Experiences Have the Upper Hand

The same report also found retailers with both brick-and-mortar and online storefronts had a 50% increase in buy online, pick up in-store (BOPIS). The growth of BOPIS in 2019 has been astronomical–especially as bigger players like Walmart and Target have invested more into this option. BOPIS checkout carts typically have fewer items, which allows retailers to upsell customers once they’re in-store. Visual in-store experiences maximize the opportunity to chip away at higher sales.

AI Will Help Retailers Retain More Abandoned Carts

A Baymard survey discovered the three biggest factors for online abandoned carts were extra costs, the need to create an account and complicated UX. What was once a tool for larger companies is now a tool used by merchants of all sizes. AI in ecommerce is a must for brands wanting to retain customers, limit shopping cart abandonment and provide better user experiences.

NRF’s Annual October Holiday Consumer Survey found 60% of respondents want gift cards or certificates instead of other gifts. Consumers crave flexibility, so having gift cards available on your site is key—especially for last-minute shoppers. The best part is this sort of implementation is ideal for last-second marketers looking to make small changes that will have a big impact.

The Holiday Planning Checklist for 2019

If your customers start shopping earlier for the holidays, you really need to jump ahead of their search. There are so many moving parts when planning for the holiday season, which is why we’ve put together this checklist to keep you on track.

Holiday Marketing Checklist: Phase 1

• Reassess last year’s efforts and numbers: Deep dive into last year’s campaign and rehash your theme, plan of execution, goals and areas of improvement. If you’re just getting started, now is the time to track everything. Historical data is your best friend because it gives you the quickest answers to overall performance.
• Establish new goals for 2019: You know where you need to improve from last year, so start setting goals that achieve a specific initiative in your campaign. Whether it’s increased relevant traffic, average order sizes, conversion rates on specific products or post-purchase engagement, you have to set goals you know are at least possible. Unrealistic goals will only do harm to your team.
• Develop your launch strategy: As you begin your initial planning, now is the time to develop your go-to-market or launch strategy. Holiday campaigns are complicated, which is why it’s crucial to create a detailed plan. This is when you assign roles to team members and set up communication avenues to keep the team updated on goals.

Rule the roast! Get your hands on our Carbon Steel Roasting Pan just in time for all your holiday feasts and everyday meal prep! 🍗🥦🥕https://t.co/wlrIPS8M5A pic.twitter.com/NHe1POC3dC

— Made In Cookware (@madeincookware) October 1, 2019

• Map out your email strategy: Email is a powerful marketing tactic during the holidays. Your competitors are ramping up their email efforts so it’s imperative to think outside the box and develop a sequence that will resonate with your customers.

Holiday Marketing Checklist: Phase 2

• Launch gift guides with your holiday hashtag: Finalize your gift guide to allow customers an early look at your deals, biggest products and other holiday offerings. A quality gift guide is visually engaging, highlights popular products based on consumer trends and is easy to navigate. At the same time, this is when you want to launch your branded hashtag or jump on a popular holiday hashtag.

https://www.instagram.com/p/BrTTOjvHvhm/

• Segment and leverage your audiences: The holiday season is a great time to fine-tune your personalization efforts. Figure out how you want to slice your email lists and how best to leverage them. Try segmenting email addresses from a previous launch by order value to help you retarget these customers.
• Implement any last minute site changes: The holiday season brings big traffic numbers for ecommerce businesses, but it’s also a time where developers slow down their work. Get website implementations finalized now to avoid delays in development work through the actual holiday period.

Holiday Marketing Checklist: Phase 3

• Prep your inventory. There’s nothing worse than hiccups with inventory management during the holiday season. Use current and historical data to make informed inventory decisions right now. Your inventory management system should be equipped to support this busy time.

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— Arsenal (@Arsenal) October 3, 2019

• Optimize your campaigns: As things truly start to pick up, this is the time to monitor campaign performance and make tweaks or small changes to optimize growth. Compare campaign performance with the benchmarks you set in September and adjust accordingly.
• Celebrate small wins with your team: You didn’t get to this month alone, so make sure you celebrate with your team and show the results of your campaign so far. Even if they’re not the prettiest numbers yet, you want to find encouragement to prevent fatigue or burnout through the holiday push. This is the time to order your team lunch and show gratitude. Bigger celebrations come later.

Holiday Marketing Checklist: Phase 4

• Deploy countdowns on shipping: Communicate to customers when to place orders to ensure timely shipment. Use popup modals clearly displayed on your site to ensure shoppers know your delivery capabilities.
• Give last-minute shoppers plenty of options: Super Saturday, known as the Saturday before Christmas, is one of the busiest shopping days of the season. The National Retail Federation found 56% of consumers said they shop on this day. Additionally, 70% of shoppers between the ages 18 and 24 are more likely to purchase gifts the last week before Christmas. The two weeks before Christmas are prime spots for boosting sales, so extend sales or offer free shipping to get last-minute customers to spend.

• Take note of what’s working for future campaigns: As mentioned earlier, collecting data is highly encouraged. In fact, you should use what you’ve learned so far to begin planning your post-holiday events. Watch for the most impactful tactics and strategize how these ideas could boost sales in 2020.
• Hold a post-holiday debrief with your team: After the craziness of the holidays, it’s smart to connect with your team and assess what went right and wrong. This is the perfect time to collect notes for next year’s holiday campaign while this one is still fresh in your mind. And don’t forget to celebrate and reward your team for their hard work.

Last-Minute Moves Can Make the Difference

Planning for the holiday season gives you the chance to really figure out what tactics will work best for your brand based on current trends and past campaigns. Don’t be afraid to make adjustments on the fly to get maximum results. Sometimes it’s the smallest thing that prevents you from massive conversions in sales.

PowerReviews can take your customer review collection, analysis and customer experience to the next level. Contact us today, and a member of our team will help find the solution that’s right for you.

Your customers are always a few taps away from launching an investigation of the century into your products and brand on their smartphone. While this seems a little scary, it’s simply the reality of how shoppers leverage online customer reviews.

Whether it’s choosing an auto shop, jeweler, restaurant or finding the best place to buy a new dog bed, online customer reviews heavily impact purchasing decisions. For ecommerce brands and retailers, product reviews are now a common step of the decision making process.

Data from the PowerReviews Health and Beauty Study found 95% of consumers say online customer reviews play a role in their product search and another 86% said reviews are essential to the purchase decision.

Specifically for health and beauty products, respondents said the No. 1 reason they buy from the places they regularly shop is because of the customer feedback–like ratings and reviews. Consumers want to hear about the experiences of others like them. The easiest way to satisfy this need for information is by leveraging online customer reviews.

If you’re still on the fence about the impact of feedback, see our five recommendations to leverage online customer reviews to attract and convert shoppers:

1. Invest In Advanced Review Collection Capabilities

Online customer reviews are capable of swaying shoppers into making a purchase. Data from our Power of Reviews survey found approximately 30% of respondents between ages 18 and 44 look at reviews before every single purchase.

That’s a huge amount of trust going into your review content. But one of the biggest hurdles for businesses is having enough online customers reviews on product pages to actually influence shoppers.

Brands and retailers are often hesitant on heavily investing in customer feedback because they’re unsure how to generate more reviews to begin with. PowerReviews own customer data shows when products move from zero to more than one review, the conversion rate increases by up to 65%.

How to Collect More Online Customer Reviews

We’ve gone over the impact of review content, but how do you actually generate more customer feedback on your products? Here’s a couple of ways you can immediately boost your review collection capabilities:

• Post-Purchase Emails: Your customers just bought your product, so why aren’t you sending requests to ask for a review afterward? Data from the same Health and Beauty Study found 59% shoppers need a few weeks with a product before giving feedback. Try to analyze the best time to send post-purchase emails for your specific products.
  
• Make Review Collection Easy for Customers: Reviews are hard to collect because there’s not a lot of benefit in leaving a review versus reading a review. Make review collection simple by avoiding lengthy forms or by asking too many questions. Provide clear instructions with a simple user-experience that don’t navigate to separate pages for each review.
• Ask for Reviews for Key Products First: If a customer buys a $5 dog food bowl and a $75 dog bed, you’re likely going to want to push for a review on the higher-priced item. PowerReviews’ Progressive Collection lets you set high-value products or items in need of reviews to the top of a multiple review collection form to ensure you get the reviews you need first.

PowerReviews discovered when brands use a single review form for multiple products reviews, the average increase in review volume grew by 92% year over year–compared to a review form for each product. If you truly want to increase your review count, contact our team today to see a demo our advanced review collection capabilities!

2. Put Your Reviews Front & Center on Product Pages

When shopping online, 63% of consumers specifically seek out websites that have product reviews. Additionally, 77% of mobile shoppers are more likely to purchase an item if the website or app offers product reviews.

Once you’ve started generating reviews, start prominently displaying this content on your product page designs so shoppers can easily find it, regardless of the device they’re using to shop. A good rule of thumb is to pass the 3-second test.

Shoppers, well, all of us, have a very short attention spans, which means you need to capture the eyes on your product page quickly. In 3 seconds, can you easily find where to read online customer reviews on your product page?

If you don’t think you passed the test, it’s high time to invest in a reviews collection platform that makes it incredibly easy to find and locate customer reviews. Don’t give your shoppers any reason to exit your product page by making sure consumers have a great breakdown the product reviews.

For a lot of online retailers, clothing products are difficult to show true size and fit to make customers confident in their purchase. In fact, the majority of product returns for these companies are due to items not fitting correctly.

That’s why we recommend adding size and fit features to your product pages so customers get a much better understanding of how an item will actually look on them. Reviews are always a great way to understand size and fit, but by collecting size and fit data from your reviewers, you present more accurate information–front and center.

Don’t just stop at your product pages too. Look for opportunities to include ratings and reviews on other parts of your website like category pages and even your homepage.

3. Highlight Your Customer Reviews In-Store

A growing number of consumers turn to reviews to make their in-store purchases too! In fact, data from the same PowerReviews Health and Beauty Study discovered 80% of shoppers search for product reviews while shopping in-store.

In addition to ensuring this content is easy to find and read on your website from any device, look for opportunities to display review content in your brick-and-mortar store locations. For example, include star ratings and excerpts from reviews on signage alongside key products.

Like we mentioned at the very beginning, consumers are seconds away from reading your product reviews online. That means it’s getting easier to browse review content while shopping in-store.

Now more than ever, it’s extremely important that your review content is easy to access and more importantly, mobile friendly. That means using appropriate font sizes and ensuring page load speeds are as fast as possible.

In a 2018 Email Client Market Share Trends Report by Litmus, the company found mobile devices were responsible for 46% of all email opens–beating out desktop. The data should have businesses perking up a bit. So make sure your review content is accessible and readable for shoppers in-store.

4. Syndicate Reviews for More Coverage

Review syndication might not sound appealing to some businesses wanting more reviews. However, it’s one of the best and most authentic ways to give your shoppers more access to online customer reviews.

For example, review syndication is the transfer of user-generated content like ratings and reviews collected on a brand site to its retail partners. If you’re a brand that syndicates content to retail sites, you benefit by getting content in front of more shoppers and locations.

On the flip side, if you’re a retailer accepting syndicated brand content, you benefit from increased review coverage and depth. That means you don’t have to worry about generating all the content yourself. In fact, retailers receive an average of 58% of their review content from syndication.

So, how does the process work? There are essentially two major steps to the review syndication process:

Step 1: Product Matching

The complex process of product matching is to ensure review data is correctly connected across one site to another. This allows brands and retailers, who might use different product names, numbers and codes, to match and align items.

In fact, PowerReviews’ AI-powered Product Knowledge Graph automatically matches on UPC, which gives brands 79% more products matched compared to other providers.

Step 2: Share & Display Review Content

After products are matches across retailer sites, the reviews are then shared to retailers to display across their own sites. To provide authenticity and transparency, there’s a requirement to show the original review collection location.

PowerReviews has brands include their name, logo and a link on reviews displayed through retailer sites. This helps customers be confident in the content and it’s original location.

Want more info on review syndication best practices? Contact our team to learn about the PowerReviews Open Network. Our network features more than 150 of the world’s largest retailers and more than 1,000 brands!

5. Embrace Negative Reviews & Don’t Be Afraid of Critical Feedback

Perfect online customer reviews might seem ideal, right? But consumers consider products with 5-star reviews are less helpful than those with both positive and negative feedback.

Our research with Northwestern University found that purchase probability peaks when a product’s average star rating is between 4.2 and 4.5. The mythical perfect 5-star review was deemed to be less profitable.

Additionally, the PowerReviews report How to Beat Amazon found a third of shoppers believe poor reviews gave balance to their shopping research. Consumers agreed that a negative perspective was actually very important to their overall purchasing decision.

That’s why brands and retailers shouldn’t be afraid of negative reviews, but instead, embrace the critical feedback. The same report found 85% shoppers specifically seek out negative reviews before making a purchase. That number increases to 91% when looking at consumers between the ages of 18 and 29.

There’s a growing demand for transparency with businesses today. It’s up to brands and retailers to provide authenticity with consumers. This is especially true as the number of fake reviews continues to increase across Amazon. And the company’s fake review problem doesn’t just affect their customers, but all online shoppers.

No business should aim for negative reviews. But allowing both positive and negative feedback on your site adds authenticity to your content and builds trust.

Help your shoppers make better purchasing decisions by providing more authentic online customers reviews. And if you need any help through the process, our team is happy to provide more information on the value of reviews.

The amount of customer content has skyrocketed in recent years, which leaves many wondering about the credibility of reviews. That’s why PowerReviews partnered with Northwestern University’s Spiegel Digital and Database Research Center. Our goal was to understand how reviews vary depending on whether they’re written by verified buyers or anonymous consumers.

In the case of verified buyers, a shopper makes a purchase online and receives an email from the brand requesting a review. Reviews from verified buyers are tied back to a transaction.

But with anonymous consumers, a shopper navigates to a brand or retailer website without any prompting and writes a review. Since these reviews aren’t tied to a specific transaction, there’s no way to determine if the reviewer actually purchased the product.

The amount of fake reviews can be detrimental to the customer decision making process, which why brands and retailers have to increase the credibility of their reviews. So what can brands and retailers do?

Here are five practical recommendations to preserve the credibility of reviews:

1. Get More Reviews From Verified Buyers

The biggest insight from this research is reviews from verified buyers are significantly more positive than reviews from anonymous consumers. The average star rating for reviews from verified buyers is 4.34.

Take that into comparison to an average star rating of 3.89 for reviews written by anonymous consumers. Reviews from verified buyers boast a larger percentage of 5-star ratings too.

In fact, reviews from anonymous consumers have a larger percentage of 1-star ratings. But reviews from verified buyers own 6.5% more product “pros” and 50% fewer product “cons.”

This is consistent with a theory that users who write reviews without prompting are likely to have extreme (often more negative) opinions.

2. Eliminate Fake Reviews Right Now

Allowing reviews to be submitted via the web opens retailers up to the possibility of receiving fraudulent reviews. And fake reviews can tarnish the trust you’ve built with your consumers.

A recent report from the company Which? found Amazon to have an outstanding amount of fake reviews for popular items like smartwatches and headphones.

That’s why it’s key to have measures in place so review content remains authentic and fraud-free. For example, all content submitted on the PowerReviews platform passes through our advanced technology. This is so we ensure the content is fraud-free and free of innuendo and profanity.

The content is then reviewed by our team of human moderators before it’s displayed on a client’s site.

3. Be Transparent About Who Writes Reviews

Though it’s unclear whether consumers place more trust in reviews from verified buyers, it’s important to be transparent about the source of reviews. Ask your ratings and reviews provider if they allow you to use a Verified Buyer badge so future shoppers know who wrote each review.

This allows shoppers to have the information they need to make their own decisions on the reviews. Don’t leave out details that could make shoppers second-guess your content.

4. Implement a Post-Purchase Email Program to Collect More Reviews

If you aren’t already, be sure to send a post-purchase email to each shopper reminding him or her to review the products he or she has recently purchased. Reviews from verified buyers not only build credibility for retailers by capturing the opinions of customers who’ve actually used the product, but also help drive sales with consistently positive sentiment.

Additionally, you have to consider timing with your asks. Timing on a customer writing a review varies between different products. The PowerReviews The State of Consumer Trust in Health & Beauty Shoppers discovered there’s a massive difference between asking for reviews 1 day after the consumer made the purchase or 1 month.

Our data found nearly 60% of shoppers need a few weeks with a health and beauty product before writing a review. This means you should first ask your customers how long they need with your product or test different periods of time.

5. Provide Incentives to Attract a Better User Sample

When you generate more reviews, you gather more insights from the content. But the problem is not all review readers are writers.

In fact, PowerReviews research found while the vast majority of consumers use reviews, only 42% write them. And more than half of consumers who aren’t writing reviews cited needing motivation to do so.

Test different incentives in your post purchase emails, like a sweepstakes, giveaway contest, coupon code campaign for free shipping or by leveraging an existing loyalty or rewards program. Again, transparency is key.

Ask your reviews software partner if they allow you to indicate whether a reviewer received a sample or other incentive for writing a review so future shoppers have a clear picture of who wrote each review.

Want to see how product sampling, post-purchase emails and review moderation all fit under one umbrella? Contact our team today see a demo of PowerReviews in action so you can immediately impact the validity of your reviews!