Reviews are an important aspect of running an e-commerce store. If you run a Magento store, you might think about deploying reviews on your site to generate more sales.
But knowing how to do this can be tricky.
In this post you’ll learn:
- The benefit of displaying reviews on your site
- How to generate reviews from your customers
- How to display reviews if you run a store on Magento
- Why showing reviews can help you drive more sales and increase pricing
- How to use your reviews to improve your products.
The benefit of displaying reviews
We’ve lightly touched upon the idea that reviews are beneficial for not only you but your customers too.
But why is that the case?
Well, for customers, they’re useful to work out whether the product is actually good or not. You see, your customers trust other customers more than they trust you.
What this means is you could talk for days on end about how your product is the best in the market, but until a customer sees someone else say that, they’re going to be skeptical.
The benefits for you are the feedback loop you can get. Think about it. Let’s say you have an e-commerce company that sells coffee, if all your reviews say that the coffee is good value for money but often tastes very bitter, it’s a sign that there are changes that need to be made in your roasting process.
If your customers are happy and willing to provide you with feedback, make sure you listen and act on what they say.
Of course, there will be instances where the feedback or review is simply not helpful. In these cases, it’s best to just ignore them and focus on the reviews that are:
- Very positive
- Provide you with real feedback you can use to improve your products.
What’s more, when you reach out to customers and say:
“Hey, we’ve listened to your feedback about our coffee, and as a result, we’ve changed our roasting process. Your coffee should now taste sweeter and less bitter. To prove that, we’d like to offer you all 15% off your next order”.
Receiving an email like that from a brand you’ve brought from is great because it not only shows the customer that the company has listened but that they’ve also made changes to their products.
How to generate reviews
There are many ways to generate reviews for your Magento e-commerce store. You might be lucky and service customers who are happy to review products, without being asked.
However, what’s most likely is that your customers will leave a review if you provide them with a gentle reminder.
In this case, email is your best friend.
When you buy something from Amazon, they wait a few days until the product has been delivered and then ask you to leave a review.
What’s more, they even give you support in knowing how to rate your product by providing you with some questions to think about.
This way of communicating with your customers is effective because in many cases, customers simply forget to leave a review.
This company even offers free products in exchange for a review. This is a great way to incentivize people to take action.
Now, you do need to be careful here as you don’t want it to appear as though you’re soliciting positive reviews in exchange for gifts.
If you do decide to offer a freebie or a discount code, make sure you make it clear that your customers should be completely honest about their experience with your e-commerce store.
How to use reviews to drive more sales
One of the best things about reviews is the added SEO benefit. If you’re searching for a specific product online, enter “product + review” on Google and you’ll immediately see an overview of what people think about that product.
As you can see, the Chilly’s bottle has 104 reviews and a total 5/5 stars.
Imagine what this positive review would do to your bottom line. But what happens if someone doesn’t know the product they’re looking for, but has a vague idea?
Well, the process still works the same.
Longer reviews, in the form of a blog post, are effective for driving more sales to your business.
If someone had never heard of the Chilly’s brand and instead searched for ‘water bottle reviews’, they’d see the following results.
If you can get your products featured and reviewed on sites like this, you’re going to drive a tonne of new traffic to your site and potentially increase your sales!
Use reviews to warrant premium pricing
Would you buy a product if it had no reviews at all?
Probably not because you’d be questioning why exactly it had no reviews in the first place. One of the benefits of having reviews on your site is (if your products are good) it gives you leverage to increase your prices and charge a premium.
Consider these wines. The one on the right is £120 and the one on the left is £150. The difference between the two (other than the cost and type of wine) one has reviews and the other doesn’t.
If you liked the idea of both of these wines but couldn’t pick between the two, you’d be likely to opt for the more expensive wine given that it has 56 very happy customers, compared to the cheaper of the two where you’re unsure whether or not you’d like it in the first place.
It goes without saying though, increasing your prices to premium by using reviews should only be done when your reviews are super complimentary and positive.
In this way, you’ll let your customers explain the value of your product so you don’t have to.
How to display reviews
When you want to display your reviews, you’ll first need to work out whether you need your users to open an actual account or simply leave their review as a guest.
To set up reviews, on your Magento account, do the following:
- Go to the admin panel
- Select system and then click configuration
- You should see a panel on the left-hand side that says “catalog”
- Click this and then expand the ‘product review’ tab
- Set the toggle for “Allow guests to write reviews based on your own preferences
- When you’re finished, click save
Wrapping it up
Whether you’re just starting to build our your Magento e-commerce store or you’ve been running it for a while, there’s never been a better time to start seriously thinking about your customer reviews.
There are a whole host of benefits from doing so. You can use your reviews to improve and refine your products, you can use your reviews to improve your product description copy and you can use your reviews to generate more sales.
Once you get a system in place to gather reviews, you’ll have a tool in your arsenal that provides you with a wealth of benefits long-term.