Most US shoppers place much more trust in brands that supply client ratings and critiques, according to a report quoted in DM News (July 30, 2007). The report, by social-industrial applications firm Bazaarvoice and marketplace research firm Vizu Corp., discovered that 3 out of 4 shoppers believe it really is incredibly or exceptionally vital to study customer reviews prior to creating a obtain. Further, people favor peer reviews over professional evaluations by a six-to-one margin.
This may perhaps be the cause the US version of Amazon.com is a lot more popular in the UK than the UK version is.
Okay, so customer testimonials are crucial. How do you get them, and how do you get shoppers to study them? Here are three approaches:
Make a “buyer testimonials” feature on your firm website. Amazon is an great model for this they have both a 5-star rating method and a spot where anyone can contribute their personal critique. This way, shoppers can see at a glance what buyers in general think of a item, and can also study detailed comments of these who took the time to create critiques. There is also https://reviewvouch.com/stores/jewellery rating program for shoppers to price the helpfulness of other shoppers’ evaluations!
Host a enterprise weblog. This is a similar strategy, but much more informal. The added benefit is that somebody in your firm can be designated to study and respond to certain questions and comments from posters, providing you an additional degree of approachability and trustworthiness. Blogging is an notion just catching on in the organization globe. (Be sure to read my write-up “Blogging: Now It is for Company, Also.”)
Consist of a “client reviews” box on some of the solution pages of your print catalog. This needs space, which could be at a premium, so use this technique only on your most well-liked and/or most highly-priced offerings. Simply show the “star rating” of the item (if you use this system in your on the net promoting efforts) and incorporate a quote or testimonial addressing a certain benefit. Lands’ End has employed this technique masterfully, printing customers’ letters telling about a unique garment or piece of luggage that performed exceptionally below demanding situations.
“The fact that a brand will enable buyer evaluations of its products actually does a lot to develop brand recognition and consumer trust,” says Sam Decker of Bazaarvoice.
One more advantage of applying buyer critiques: if an item regularly receives poor ratings and critiques, you are going to know precisely what is wrong with it–so you can address the challenge or discontinue the offering.
If you’re not already using the buyer assessment strategy to develop brand recognition and customer trust, what are you waiting for? Never let your competitors beat you to it!
Lisa J. Lehr is a freelance copywriter specializing in direct response and marketing collateral, with a specific interest in the overall health, pets, specialty foods, and inspirational/motivational/self-assist niches.
