I have read a lot about the benefits of customer reviews. What are the fundamental components of a successful review system?
Customer ratings and reviews are invaluable to many online shoppers: 81% of consumers use reviews when shopping online, a YouGov survey revealed last year and they can have a big impact on sales. Richard Anson, chief executive at review site Reevoo, claims its retail partners see an average sales lift of 18% as a result of conversion rate improvement, higher average order value and better visitor returns.
It is important the solution provides all the reviews you need. “Don’t settle for only having reviews on your best-selling products, or only a few reviews per product,” says Anson. “Don’t be content with 10 or 20 reviews per product - push for as many as you can get,” he adds.
Collection speed is also important. The majority of products are most profitable in the first few weeks of sale, so you need reviews quickly. “Syndicated models have the advantage here, offering much better speed and coverage than single-site solutions,” says Anson.
Find out whether the review solution uses passive review collection, which lets anyone submit a review, or proactive review gathering, which contacts verified customers to gather reviews. Proactive review collection is usually preferred, as it provides balanced views with fewer negative reviews and it also generates a larger volume of reviews.
Finally, remember that product is not the only part of the retail experience that can be reviewed. Reevoo has launched Reevoo Reputation, which lets shoppers review and rate a service. Anson believes retailers should “show independent reviews of their service and delivery to build trust, reduce basket abandonment, and drive sales and profits”.
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