Why are product reviews important

Let’s start with a fact about product reviews:

Nearly 95% of shoppers read online product reviews before making a purchase (Spiegel Research Center, 2017)

95% is a significant number! If you run an e-commerce store, then you should pay attention to this.

How many times have you asked your peers, friends, or family before buying something? The answer would be almost every time.

When your brother suggests that new coffee house down the road serves the best cappuccino in the neighborhood, it carries a lot of weight. And chances are your next coffee order will be at this suggested coffee house.

We, humans, are naturally inclined towards asking opinions of others before we try something or make a purchase. You, as a business owner, should tap into this.

What are product reviews

Product reviews are technically a part of social proof. Social proof is a psychological phenomenon where people assume the actions of others in an attempt to reflect correct behavior for a given situation (source).

We view a behavior as more correct in a given situation to the degree that we see others performing it.

So often in situations where we are uncertain of what to do, we turn to others assuming that they have more knowledge on the matter than us. Product reviews are one way which aids this. When we see product reviews, we trust them because we know that others have more experience than us about the product.

This is why its no wonder that the world’s most prominent e-commerce players like Amazon, Flipkart, BestBuy, etc. all invest heavily in product reviews.

Each product page on Amazon has a list of product reviews on it

Why should you use them?

You may think that its too much effort to invest in product reviews. Or maybe that you are anyways generating positive ROI on your store, so you do not need them.

I do not know about you, but if I can increase my conversion rates, and ultimately sales on my store using a channel, I would definitely invest in it.

And if statistics like – “Reviews produce an 18% uplift in sales (Revoo, as shared by Econsultancy)” are to go about, I would not want to lose on 18% revenue.

Although a boost in sales is a good enough motivator, there are plenty of other reasons which are hard to look away from.

SEO boost and increase in search engine ranking

Product reviews are a type of user-generated content (UGC). And Google and other search engines love UGC. They rank pages higher when there is a UGC present on it.

How? UGC provides more content and context to a page. And collecting product reviews is a lean way of generating unique and fresh content.

Google’s John Mueller also mentions that UGC is an excellent way of building more content for your page with context.

Higher CTR

Have you noticed star ratings in the search results when you search for something on Google? Do you feel more inclined to click on the link with more rating? I bet you do! That’s what social proof does!

Links with star ratings see a higher CTR in organic search results

ConversionXL did a study to find out of star ratings affect click-through rates (CTR) in search engine results. They found out that review stars in search engine results significantly improve click-through rates, by as much as 35% (source).

35% increase in CTR is not a bad deal considering how crowded Internet is with tons of content getting published every second. Star ratings on your product pages will definitely make you stand out from your competition with an additional benefit of higher CTR!

Builds brand trust

Imagine a website which you do not know about and with no consumer reviews on it. Now imagine a second website you do not know about, but this one has a lot of customer reviews on it. Which site would you be inclined to buy from?

When other customers leave reviews on a website, you get inclined to trust them. When you see 100 customer reviews on a website, you are more inclined to trust that brand and purchase a product from that website. This is how customer reviews help in building brand trust.

85% of buyers trust reviews as much as personal recommendations (BrightLocal, 2017)

Building trust takes times. Product reviews help in achieving this quicker. Moreover, you can automate this process by using a product reviews management platform.

Real feedback

Every marketer knows how vital feedback is. Genuine customer feedback enables a brand in improving their product or service offering. Without feedback, you are just shooting an arrow in the dark and assuming it’ll hit the target. Yes, it will hit the mark – but eventually! And at what cost?

Customer feedback in the form of product reviews gives you an opportunity to looking into your consumer’s mindset. It will help you in identifying problem areas. Which could be from as trivial as product packaging or as complex as delivery delays. Every insight gained from feedback is a goldmine.

What about negative reviews?

Negative reviews are an inevitability. You cannot escape them. But ignoring them will hurt your business more. As much as 5-8% (source). I would not like to take that risk.

Plus each negative reviews gives you a reasonable opportunity to improve your product or service. It enables you to speak to your customer directly to understand what went wrong.

How can Sparrow help you with this?

Now let’s see how Sparrow can help you with all this!

Sparrow is a product reviews automation tool which helps you by sending out review reminder emails to your customers who have placed an order. The product review reminder email is sent after a couple of days (we recommend 14 days). By this time, your customer has used the product. And it is in a better position to leave a review of your product.

You can set the number of days after which the review request email should go out in the settings screen.

Another aspect Sparrow helps in, is by adding the star rating to your single product page, category pages, and product blocks giving your customers a quick view about the quality of your products.

Sparrow inserts star rating on your product page giving a glimpse to your customer

Sparrow also inserts rich review snippets which search engines can pick up and add to the links in the search results, increasing the CTR.

Sparrow adds rich review snippets on your product page, which is shown in the search results as star ratings.