Most US shoppers place more trust in brands that provide consumer ratings and testimonials, according to a report quoted in DM News (July 30, 2007). The report, by social-commercial applications firm Bazaarvoice and industry research firm Vizu Corp., identified that three out of four shoppers think it is extremely or exceptionally crucial to study buyer reviews just before making a obtain. Additional, individuals favor peer testimonials over specialist testimonials by a six-to-a single margin.
This may well be the purpose the US version of Amazon.com is additional common in the UK than the UK version is.
Okay, so buyer testimonials are significant. How do you get them, and how do you get shoppers to study them? Here are 3 methods:
Produce a “customer critiques” function on your business site. Amazon is an outstanding model for this they have both a 5-star rating method and a spot exactly where any person can contribute their own review. This way, shoppers can see at a glance what purchasers in common think of a product, and can also read detailed comments of these who took the time to write critiques. There’s also a rating system for shoppers to rate the helpfulness of other shoppers’ reviews!
Host apparel website online shopping . This is a similar approach, but more informal. The added advantage is that an individual in your business can be designated to read and respond to particular concerns and comments from posters, giving you an extra degree of approachability and trustworthiness. Blogging is an notion just catching on in the enterprise globe. (Be confident to study my report “Blogging: Now It really is for Company, Too.”)
Include things like a “consumer testimonials” box on some of the product pages of your print catalog. This requires space, which may perhaps be at a premium, so use this method only on your most popular and/or most costly offerings. Merely show the “star rating” of the item (if you use this system in your on the web marketing and advertising efforts) and contain a quote or testimonial addressing a certain advantage. Lands’ End has employed this approach masterfully, printing customers’ letters telling about a unique garment or piece of luggage that performed exceptionally under demanding situations.
“The fact that a brand will enable client reviews of its goods actually does a lot to develop brand recognition and customer trust,” says Sam Decker of Bazaarvoice.
A different advantage of making use of consumer critiques: if an item regularly receives poor ratings and reviews, you’ll know exactly what’s wrong with it–so you can address the problem or discontinue the supplying.
If you’re not currently working with the client evaluation method to grow 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 and advertising collateral, with a unique interest in the well being, pets, specialty foods, and inspirational/motivational/self-help niches.