How Reviews Define E-commerce


If you have ever taken the time to review a service or product you bought on the internet, chances are that your comments were honest and sincere because you wanted to provide valuable information to other customers. Other consumers take people's reviews about the products they're interested in very seriously. This is the ultimate reason reviews define the success of e-commerce marketing campaigns more than ever.

Providing Proof of Service and Product Superiority

Reviews are a good way for people with e-commerce businesses to provide social proof of what their services and products have to offer, and it can be for you as well. Reviews and customer opinions in other forms will provide fuel for your e-commerce business that will burn for years to come. Most of what is posted on the internet will be there indefinitely, so it should be positive opinions about the products or services you offer. According to Podium, consumers who used to rely on word-of-mouth recommendations now rely on online reviews. In fact, over 80% of consumers trust reviews as much as they trust recommendations from family and friends. One quick Google search is all they need to make a decision about your business

Websites that have customer reviews somewhere at the bottom of a page, or on some other strategically chosen space, will see significantly more visitor to customer conversions than a website without one. It's important, however, for these to be posted in a way that is obviously genuine by interacting with customers within the review or comment section. Potential customers can often tell if reviews of your product or services have been faked or are otherwise false in nature.

The Influence of Reviews

There is a lot of evidence that shows even fake reviews can influence the habits of online shoppers to a large degree. However, this is even further evidence of the level at which reviews define e-commerce. Research has also shown that customers sometimes pay more attention to negative reviews than to positive ones. They might use reviews as a way of focusing on what not to buy in order to eventually be led to the ones they should.

E-commerce business owners who know and understand how reviews are an integral part of online marketing will often make use of review websites like Google My Business, Yelp, Trip Advisor and Angie's List to get reviews of their products and services to as many people who are looking for what they offer as possible. This is beneficial as long as they use review websites that have a reputation for doing business the right way and are known by most online shoppers as being trustworthy sources of information.

Reviews Provide Constructive Feedback

Many successful e-commerce business owners might tell you that there is no such thing as a negative review. What they most probably mean by this is that reviews can offer business owners an opportunity to reflect on what is working and what is not working. According to Forbes, when you get a not-so-great review on a product means that you can’t ignore what they’re saying, because it’s probably something you can improve on. Customers can leave heartfelt comments very easily when they are not satisfied with a product or service. While it can be said that many might go overboard with their complaints, general trends concerning aspects of a service or product that customers find unsatisfactory can be recognized and improved upon.

Ultimately, reviews impact e-commerce businesses in ways that can make or break them. Reviews are a chunk of the information analyzed by Google algorithms, which can influence what search results actually show up on the front page. This, in turn, influences the purchasing decisions of online customers. At the end of the day, customer reviews are more trusted than descriptions that come from business owners themselves or their staffing personnel.

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16 Nov 2018


By BMC
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