Thursday, September 27, 2012

Optimise your product reviews for higher conversion rates


Reviews are a great way to increase your conversion rate but the reason we see them fail to have an impact is often down to execution.


The efficacy of reviews depends on the system design i.e. how the reviews are rated, the ease of rating, how they are displayed.



One reason people resort to reviews is to reduce risk and avoid post purchase regret.
This article looks at the contrast between a weak and strong review, and provides three simple questions you should ask to strengthen your product reviews and close more sales.

Design and context

According to Nielsen's Global Trust in Advertising Survey over 70% trust consumer opinions posted online (2011). But that doesn't mean your reviews will automatically add credibility to your products or services. 
Example 1: A review for a product
A Simple Review
A basic review on a product page may lift conversion but in the above example the execution is poor and it could be done so much better.
To improve your reviews ask yourself threee questions: 
  • Is it believable?
  • How does it help potential customers?
  • Does it remove any objections they may have about purchasing?
In our example it's not very believable, it could have been written by a business marketing team, it offers a review but it doesn't tell potential customers much about the experience. 
It can definitely be improved, here’s an example of a more convincing review.


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