The holiday shopping season presents a major opportunity for online retailers. Last Black Friday, sales jumped by 3.8% in the U.S., and with so many brands, products and services all vying for consumer attention, brand differentiation is definitely necessary this time of year.
Larger companies have found success engaging with consumers and standing out from competitors by leveraging customer reviews. If you’re not collecting online feedback yet, you’re falling behind the competition and ignoring the most important voice of your company - your customers’!
We’ve put together four of the best ways you can use customer reviews to boost sales during Black Friday and Cyber Monday.
Leveraging reviews to boost your Black Friday & Cyber Monday sales
1. Reviews on key pages
Implementing reviews on your website’s homepage could drastically improve your conversion rate this Black Friday. After all, it will be one of the first things shoppers will see on your site.
Did you know that most consumers will read up to ten reviews before making a purchase decision?
This alone should be enough for most eCommerce businesses to put more effort into collecting online reviews. Establishing a more transparent buying journey will also increase trust between shoppers and retailers, leading to a boost in revenue.
For example, Fabletics leverages customer reviews and user-generated content (UGC) throughout their website, turning happy shoppers into brand advocates.
Besides the homepage, we recommend placing reviews on key pages such as landing pages and checkout pages.
Customer feedback at key moments of the buyer journey is likely to reduce cart abandonment and give visitors the encouragement they need to either learn more about your company, or complete a purchase.
2. Reviews on product pages
Data has shown that online reviews are one of today’s best tools to boost customer confidence during every stage of the buyer journey. In fact, 80% of shoppers trust reviews as much as personal recommendations.
With the growing lack of trust in advertising, social proof in the form of online reviews helps businesses capture their customers’ feedback and transform existing customers into brand advocates.
This Is It Stores do a great job displaying reviews on product pages.
Customer feedback on product pages can help push consumers to buy a product based on the “wisdom of the crowd” and will considerably reduce churn too. Instead of interrupting the buying journey to look for reviews, your visitors will have access to them right on the page they’re viewing, bringing them closer to checkout.
3. Reviews on search engine result pages
Google has such a significant impact on the digital marketing industry, yet many eCommerce companies aren’t fully optimizing their search strategies.
Did you know search engines don’t just rank you based on how well you optimize your listing?
Yup, they also monitor what other people have to say about your company. So, collecting customer feedback is a great way to create fresh, new content every day and to help you acquire Rich Snippets and Google Seller Ratings, which are likely to improve your visibility on search engine result pages.
Example of Google Seller Ratings in SERPs
Implementing reviews earlier in the sales funnel, when shoppers are still in the research stage, helps consumers understand how you measure-up to expectations, and pushes them to continue their research on your website rather than on a competitor’s. Below is an example of Rich Snippets in search engine result pages.
Example of Rich Snippets in SERPs
The eye is immediately drawn to the image rating of the product. ConversionXL found that rich snippet stars (the orange stars that show on organic search results) increased CTR by as much as 35%.
LensDirect, saw their CTR increase by 45% after rich snippet stars, powered by reviews, appeared on their search results.
So, if you had the choice would you choose the domain with or without reviews?
4. Reviews in your marketing
A Trustpilot study found that 88% of consumers believe ads featuring reviews are more trustworthy. Other research shows that user-generated, content-based ads get four times higher click-through rates and a 50% drop in cost-per-click than average.
Trust signals like online reviews are essential tools for merchants and should be included in marketing efforts. Having your audience engage with other consumers can be a huge marketing win and can turn a visitor into a new customer.
Shoppers often turn to social channels during their buying journey in order to do extensive research and keep an eye on other customers’ feedback. Moreover, 1 out of 4 users follow brands on social media which they might buy from.
Don’t underestimate the power of social channels! Sharing your customers’ voices on social media could help you increase conversions radically. But, it’s not the only marketing channel you should use to share reviews.
Emails can considerably increase your brand’s credibility and boost engagement. Studies found that email is the best channel for ROI as it generates $44 for every $1 spent.
Plus, highlighting customer feedback in your email campaigns could skyrocket your click-through and conversion rates. Here are two great examples of reviews in email campaigns:
Why should your online store use customer reviews?
Reviews come directly from customers, providing third-party validation and making businesses appear more trustworthy to shoppers.
89% of people say that reviews influence their purchasing decision. Take advantage of this large percentage by featuring your customer reviews throughout their buyer journey and your marketing campaigns.
Not only will reviews build trust and credibility earlier in the buyer’s journey and prove that you’re a more human, open, and collaborative company, but you’ll see the impact in the form of higher conversions this holiday season.
Find more ideas for collecting customer reviews and showcasing them with Trustpilot.