Nearly every company that adds customer product reviews to their web site discovers that reviews revolutionize their business by dramatically boosting conversions and reducing refunds.
Companies that have not yet added a product review feature often cite fear of poor reviews as a concern. If that includes you, stop worrying and get moving. Here’s why:
Better Conversions. Customers don’t expect every product they buy to be a 5-star winner. But they do want to be reassured that whatever drawbacks a product may have are ones they can live with. Independent reviews from users give them the objective feedback they need to make an informed decision. By moving more prospects out of indecisiveness, reviews typically increase conversation by 20% or 30%, sometimes as much as 100%.
Lower Returns. Not every product is appropriate for every situation. By helping others avoid products not suited to their needs, customer reviews play a significant role in reducing returns. What’s more, smart marketers can make alternative suggestions next to their reviews to steer prospects towards more appropriate choices.
Market Research. Every now and then, a truly disappointing product can creep into the mix. Customer reviews can serve as an early warning system for those products and alert you to a problem long before you’re flooded with returns.
More Help. In an upcoming blog post, I’ll offer some suggestions for handling negative reviews. For help on setting up customer reviews, see The Easiest Way to Boost Conversions.