Tricky Use Of Ratings & Reviews to Hike Online Conversion Opportunity

Introduction

It is quite evident that eCommerce marketplaces are sensitive and transparent in behavior that works both positively and negatively while operating in it. But sometimes, this transparency adds on as an area of pain because small details are also rectified by your customers. Having said that, the new normal phase that means the time after pandemic 2019 hit the world, things have become more digitized giving rise to active users on such platforms. And as brands have also started selling on web-based shops, their customers also focus on their online services more. Because of this reason, customers give mixed reviews and ratings to such brands that directly impacts their conversion rates. 

As per data recorded for online brands, 81% of customers are more likely to buy your products by judging you through your ratings and reviews. But certainly, no brand exists that may not have negative reviews. Hence, the questions come like what to do next after such reviews? 

First, lets’ understand why it is important to look after your reviews and negatives for online business.

Impacts of Reviews and Ratings Negligence

• Uncovered Brand Image

Since online channels offer customers to share their viewpoints through a feedback feature, customers are more active in giving negative ratings and reviews for good ones. Therefore, you must not ignore this fact while marketing into such a medium. Be aware of what your business goodwill is to make effective decisions accordingly as no customer wishes to buy products from low-ranked brands on a public domain.

• Demotivated Potential Buyers

While making a purchase, buyers have a habit of analyzing your product’s performance through others’ experiences so that they may not fall into the same trap. If you are neglecting those reviews which are negative or not studying yourself, then that may result in losing your potential customers which eventually hampers your conversion power. Therefore, always look upon your bad side too for effective selling action plans.

• Creates Struggles While Branding

Investing huge budgets on advertising would not work until you are good at addressing your business performance first. If your public domain shows your unorganized and delayed deliveries or costly but worthless product reviews, do you think buyers would like to pay you for your items? Of Course not! That is why the primary focus should lie on improving your rating & reviews in the public domain for grabbing more buyers along with advertising through different mediums.

• Discourage Business Survival

The marketing mantra says satisfying your customers around you is the key to your success gateway. But still few brands lack to counter their customer sentiments and dreams of business expansion easily. But the truth is, you can only grow if your customers support you in this journey. Because no business can survive without customer satisfaction, you have to do all the improvements in your products and services to impress them and then gain high profits. 

We have now come a long way to know how customers’ sentiments affect eCommerce platforms. But reviews and ratings are more than just drawbacks. Some brilliant techniques through which you can have a large-scale operation in the market are discussed below. Have a look: 

• Apply Customer Sentiments in Branding
• Grab More Customers Through Existing Reviews 
• Highlight Positive Reviews for Quick Conversion
• Showcase Negative Reviews also to Build Trust
• Boost Your SEO Efficiency
• Analyze Customers’ Desire
• Include Reviews in e-Mail Marketing

• Apply Customer Sentiments in Branding

The main focus of Branding or Advertising is to encourage more customer engagement by showing your USP and standard of product or service. It has been seen that 91% of people in India trust ads and start learning about such brands significantly to make a purchase. Hence, it is pretty clear to say that effective marketing strategies will hike your conversion at an impressive rate. For such purposes, you may also use your genuine customers’ good reviews to influence your upcoming customers to trust you instantly without thinking twice. So, your reviews profit you not only to rank your good ratings but also as a marketing tool to grab long-term customers’ loyalty.

• Grab More Customer Through Existing Reviews 

Real existing reviews are always a good idea for large-scale operation. As suggested above, you may take the help of your existing customers’ sentiments to encourage other customers to make a purchase decision from your store only. If you focus on the objective, sales are the only reason why a brand exists and with satisfied customers, you can serve your products on omnichannel with incredible sales control. Since customers listen more to other customers rather than the brands themselves, it’s important to smartly add your existing customers’ good experiences to influence new ones too. 

• Positive Customer Experience Benefits Your Conversions

You must have seen some big brands follow the technique of placing their positive reviews at the top of the review section. This is primarily because they want their positivity to overtake upcoming customers’ mindsets and influence them to buy their products. As online conversions are rapid in place but are not quick in terms of influencing the conversions, that is why it is advisable for brands especially the new ones, to effectively allocate such reviews at top 10 review lists as this is the average of review readings customers go through.

• Showcase Negative Reviews Also to Build Trust

No brand or business is existing in the entire global market that does not have any flaws in it. If brands have higher-cost products than their competitors, deliver late, go bad with inventory availability, or provide bad after-services, etc. then negative reviews can be expected from the customers’ end. Therefore, create a genuine space of analysis for your customers who visit your brand and its reviews. For this purpose, the negative experience also may be lesser than the positive one. This will help you build trust in your customers because they also know the smart tricks of advertising loopholes for getting sales and they may not like it as you would seem to be “too good to be real”. 

• Boost Your SEO Efficiency

Every online channel uses Search Engine Optimization (SEO) for getting their brand enlisted on Google. Also, they can only float their products for conversions through SEO mechanisms. In this, customer reviews also play a vital role. When customers write their experience regarding any product of a brand, they unintentionally use such words which fit right as per SEO keyword criteria. This enhances listing power on not just google SERP but also on online platforms. Hence, your customer engagement not just benefits you in case of conversions visibility but through giving reviews sections as well.

• Analyze Customers’ Desire

Every organization analyses its performance rate to build a good brand image. This analysis not only includes conversion rates but also what your customers think of you and your products. Customers give their feedback on whether they like your products or not, or what areas of concern they may like you to improvise or innovate. This keeps you always on the desired button when your customers see you do as per their wishes. Hence, build a status rule of always addressing what your customers have to say about you and establish yourself in the manner for strong market coverage.

• Include Reviews in e-Mail Marketing

Email marketing is largely being accepted by all online firms to enhance their customer engagement regarding any new product launch or big discount news. This technique is used for keeping in touch with what’s new you are up to. You may also help them remember you time-to-time for purchase. And to empower your marketing tool, you may include your attractive and influential reviews of existing customers to let them know you better. Emails are also a professional and productive way of making your conversion rate reach a higher level than your current position anywhere in the globe.

End Thoughts

It is high time to decide on making your reviews and ratings better than before. If you are looking forward to enhancing your conversion rate, you need to track every segment of your business operations. You have to emphasize establishing good control over your sellers’ and rivals’ performance. Only then you may apply a powerful business strategy by tracing what all is happening. Tracing gives you flexibility with regards to your listing score, the share of search, stock availability, pricing technique in comparison to your rivals. And eventually, you can get good results of improved customer feedback out of it to enjoy a high conversion graph. Now, you may go through some of the tracking tools etraKY Brand Studio provides for brands struggling in it to access regular analytics instantly! Tap Here.But it is observed that 84% of people trust reviews more than ads and take their final decision of purchase through this. Hence,