Increasing the number of customer reviews for your products will lead to increased sales. Find out how you can develop a strategy that will drive conversions over the holiday season of 2021.
The fourth quarter Prime Day (which took place in October) sparked a wave of year-end shopping events. To compete with Prime Day on October 13-14, retailers such as Target and Best Buy in the US launched their own end-of-year promotions on the same dates to showcase their products to a large number of retailers. ‘online shoppers. In France, initiatives are also multiplying.
With the increase in Christmas promotions this fourth quarter and the massive volume of the search traffic online, strategizing for this holiday season is critical.
Increasing product reviews will improve organic search rankings and lead to more conversions.
79% of consumers go to Amazon to read reviews before making a purchase. It’s up to you to take advantage of it.
Reviews also build brand credibility. This can be a huge incentive for people to buy from a brand that has received a lot of positive reviews rather than its competitors. A trustworthy brand can inspire repeat purchases and retain customers. Developing a customer review strategy helps brands differentiate themselves from the competition. This remains all the more important for this very competitive fourth quarter.
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How important are customer reviews?
Product reviews offer many benefits:
- Improved ranking in organic searches
- Reinforcement of advertising results
- Increase in conversions
- Building a credible brand image
- Highlighting customer satisfaction and building trust in the brand
Amazon Star Rating Requirements
Each product ASIN on Amazon must have a minimum of 15 customer reviews and a 3.5-star rating. It’s up to you to take advantage of products that have obtained a 4-star rating for the holiday season. Why? Simply in order to gain a competitive advantage. The most successful brands have hundreds, if not thousands, of reviews for their products. It is essential to aim for more than the minimum requirements for a seller to develop his brand and establish his credibility in the marketplace.
The importance of recency of customer reviews on Amazon
According to BrightLocal, the majority (84%) of consumers think that online reviews older than three months are no longer relevant. The value of product reviews declines as the review “ages”. If a buyer is reluctant to buy a product between two brands that have a similar number of reviews, the brand with the most recent reviews will likely win the sale. Brands that have recent reviews will set themselves apart from their competition and encourage more Internet users to buy their products.
How to increase the number of reviews of your products on Amazon?
This is a simple but essential step in increasing product reviews… Well, quite simply, ask your customers for feedback after every transaction. According to PowerReviews, almost 80% of reviews are left after the buyer receives an email requesting a review. Sellers have 30 days to request a review from their customers, and customers have 90 days to submit their reviews after their purchase.
To request a review from a recent customer, you can use either the buyer-seller messaging or the “Request a review” button on Amazon. Buyer-seller messaging allows sellers to include their logo, send personalized messages (per Amazon guidelines), provide ASIN-specific messages, and use third-party tools that can automate the process. .
The button “Request a review” is also an interesting option, as it allows to include the brand name, the image of the purchased item, the message is automatically translated into the language of preference of the buyer and Amazon sends the message on behalf of the seller. You can also automate this process using an external tool.
Tips to reduce the number of negative reviews during this holiday season 2021
Optimize your descriptions
Make sure your ads are clear and to the point, as it’s essential not to mislead the buyer. Otherwise, you risk receiving a negative opinion. A large number of negative reviews will severely damage a seller’s credibility and discourage people from buying your brand.
Comment publicly on reviews
Commenting on reviews is a great way for sellers to show their customers and future buyers that they value reviews and that they will help with any product issues. Whether a review is positive or negative, commenting on reviews will allow sellers to show that they care about their customers’ experience.
Create alerts on reviews
Salespeople can use an automation tool to set up alerts that will allow them to respond immediately to customer feedback. This is especially important for negative reviews. This is because a seller can fix a customer’s issue and may cause them to remove the negative review and submit a new positive review.
Monitor reviews and learn from them
Reading the reviews provides valuable information. A seller may have defective item numbers, there may be a problem with the product packaging, or customers may have delivery delays. Overall, reading customer reviews will help sellers address product concerns, make improvements, and drive brand growth. Feedback is always good to take to continuously improve yourself!