How to Use Product Reviews for Your Business

Last week we talked about how you can use testimonials for business to your best advantage. Closely related – and invaluable to online store owners – are reviews.

While our general information applies to anyone who sells a product, we feature Arpastart eCommerce as our example. Our online store customers are fortunate to have reviews built into their online stores. All they need to do is use them to their best advantage.

HOW REVIEWS WORK IN ARPASTART eCOMMERCE

Anyone can submit a review for an individual product by going to that product page, clicking on the review tab, filling in the details and clicking submit. The reviews then go to the store owner for approval before they are displayed publicly on the site. You, as the store administrator, get to choose if you are notified by email on submission or not. The number of reviews waiting are displayed in notifications even if you elect not to worry about enabling email notifications.

WHAT IF I GET A GREAT REVIEW?

This one doesn’t even warrant thinking about. You simply enable the review and reap the benefits.

WHAT IF I GET AN AVERAGE REVIEW?

Average reviews are well worth thinking about enabling. Displaying average reviews give your great reviews more weight. Two great reviews and one average review also combine to give an overall visual display of a good review. The eloquence of the review in question has a large bearing on whether it should be displayed. Circumstances are everything. If the customer tells you exactly why the product let them down, it can serve as an excellent purchase guide for other customers in a similar situation or may even be a selling point. Even if you choose not to enable the review for public display, it can also serve as a reminder to review your product description to ensure that customers are getting an accurate a picture as possible prior to purchase.

WHAT IF I GET A BAD REVIEW?

We need to look on the bright side, and even a bad review gives us a good opportunity to mend bridges. If it’s not a customer who has taken the time to contact you before venting, you at least now know that someone is disgruntled and can make contact with them to see if the problem can be resolved and the relationship repaired. As mentioned above, it’s also a great opportunity to review your description to ensure that customers know what they’re getting by making a purchase. The same advice applies as the average reviews, and whether or not to enable them is a judgement call based on the circumstances.

SHOULD I PROVIDE MY OWN REVIEWS?

You should never, ever, ever pretend to be a customer. Get caught – or even suspected of falsifying reviews and your reputation is gone. That said, with honesty being the best policy, you can reap the benefits of reviewing your own products as you. There is nothing wrong with using the review feature using the display name of ‘Staff Pick‘. You will still highlight products in the category, and make it attract attention in the product comparison feature. Most importantly, it is transparent.

SHOULD I ADD REAL REVIEWS MYSELF?

Yes. If they are real reviews, you should most definitely add them. You can do so from the reviews area of the admin. Transparency is important here. You should make sure that the review is referenced. Referencing your reviews has a huge advantage. Unless submitted to you personally in a letter or email, it allows the customer to verify the authenticity of the review. You may present the review as the name of the customer and the service and date they were delivered on, for example, ‘S. Customer, Facebook Review 20 Jun 2015‘. Being able to double check that you are being upfront and honest will give great trust in the authenticity of your product and business.

Just as with testimonials, reviews are a valuable tool as they have the power to sway a customer towards a purchase. You should always use them to your advantage to influence the perception of your products. The key, like in most things in life, is honesty and transparency.

2018-05-19T21:46:40+00:00June 25th, 2015|Arpastart eCommerce Platform, Online Stores, Websites|

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