Today, online reviews have an influence on customers’ buying behaviour that should not be underestimated. Over 80 percent of all consumers read through the opinions of other buyers before deciding for or against a product. And 76 percent trust reviews on the Internet just as much as personal recommendations from acquaintances.
So it’s clear: if you want to sell your products online without problems, you need product reviews – and as many positive ones as possible. But how do you get them? We reveal our best tips on how to quickly collect enthusiastic customer testimonials for your shop.
Why product reviews are so powerful on the internet
Why do product reviews go down so well with potential customers? It’s simple: reviews help potential customers to come to an opinion about an offer. If many customers express a positive opinion, the product must be good. And if there are many negative voices, it is probably advisable to be cautious. Quite logical from the customer’s point of view, isn’t it?
Thanks to product reviews, customers don’t have to rely solely on advertising promises. After all, you can claim a lot in your shop – and there is hardly any way for customers to check the statements for their truthfulness.
In this situation, the opinions of others give you support and the feeling that you are making the right decision. Since they are statements of real people, customer reviews are usually given a high degree of trust.
The comparison between several products is also made easier by reviews. For example, if there are two offers to choose from, most people will go for the one with the five-star ratings and ignore the one with the three stars.
So if you get a lot of positive product reviews in your shop, this can have a direct impact on your sales.
Trusted Shops, Amazon, Facebook: What platforms are there for product reviews?
Customers can express their opinion of your offers in countless different ways: either they simply award one to five stars or they write a short text – or both. In some cases, it is also possible to give a rating according to school grades.
A particularly well-known rating platform is Google My Business. There, it’s all about rating a business itself. Customers can also highlight specific products in their text. The ratings are displayed in the search results and Google Maps and can thus achieve a high reach.
Shops can also be recommended on Facebook. The prerequisite is that they have their own company page. As with Google My Business, the same applies here: The rating function is not explicitly aimed at shops, but can also be used for product recommendations.
Reviews that refer specifically to a single product are often submitted directly to the online shop where the purchase was made. This can be third-party providers such as Amazon or Zalando. However, Trusted Shops has become probably the most famous rating portal for shops.
Companies have to register there. After a purchase, customers receive an email asking them to write a product review. The shops can integrate the star ratings and comments on their websites. Since Trusted Shops is an official partner of Google, they can also appear in search results.
How do you get your clientele to write reviews?
Some shoppers will write a product review for your shop all by themselves – but far from all.
To increase the number of reviews, you should actively ask customers to write a review. If you register with Trusted Shops, this is done automatically by email. Otherwise, you should follow up yourself – and as soon as possible after the customer has received the product. Then the impressions are still fresh and the enthusiasm young.
Most people like to do good because it feels good. You can take advantage of this: Communicate clearly why you are asking for the review. A simple “You would help us a lot with this.” or “You would help other customers to get to know our products.” is usually enough.
Also, make sure that it is as easy as possible for buyers to submit a review. No one likes to search for minutes. Instead of simply asking for a review, it is advisable to send the link to the review form right away.
If no review has been received after a few days, you can kindly remind your clientele. Perhaps your request simply got lost in the stress of everyday life.
More positive reviews: Here’s what you should keep in mind
Product reviews can have a great influence on the purchase decision of your target group – both in one direction and in the other. In other words: as useful as good reviews are, negative ones can be just as damaging.
Unfortunately, you have no absolute control over how reviews turn out. But there are, of course, a few points with which you can create enthusiasm among buyers.
First of all, there is the quality of your products. Only offer things that exactly fit your target group. Always aim to deliver the best possible product that you can.
Don’t promise anything in the product description that you then don’t deliver: Stirring up false expectations is dangerous and can quickly lead to negative feedback.
Outstanding service is also important for good ratings. Make it easy for your customers to find their way around your shop, compare products, select and pay. Stick to delivery deadlines. Provide competent, easily accessible customer support. And make it easy to make a complaint if necessary.
Buy reviews? No, thanks!
You probably already realise it: getting good reviews requires some preliminary work. Wouldn’t it be easier and faster to simply buy a few customer reviews? Online, that would be no problem at all.
Yes, this is certainly the quicker option. Nevertheless, we strongly advise against it. Not only could you get into legal trouble – you also damage your reputation. Because the purchased product reviews are written without knowledge of your offers and may present things differently than they really are.
Prospective customers who read these reviews may get the wrong impression, view your product with expectations that cannot be fulfilled and be disappointed. The consequence is then that the real customer testimonials tend to be negative and immediately cancel out the sales-promoting effect of the purchased reviews.
Conclusion: Quality in the shop leads to better ratings
Getting positive product reviews for your shop is no magic trick. Ensure impressive quality and focus on convincing service. If your customers are satisfied from the selection to the ordering process to the use of the product, they will also write positive reviews.
You can accelerate this by actively asking buyers for reviews. The best way to do this is to use an automated email sequence and send a link directly to your favourite review platform. The easier it is for your clientele to write the review, the more likely they are to do so. It is often also worth sending a reminder after a few days.
