When it comes to online reviews, shoppers prefer to take rather than give.
Only 20% of online shoppers write reviews of their purchases, according to a new survey by Clutch, a leading ratings and reviews platform for business services. However, the 80% who don’t still rely on product reviews when considering a purchase.
The takeaway on this wide gap? E-commerce businesses must engage those other 80% of online shoppers and figure out why they don’t write more reviews…then get them to write more.
Email marketing is an effective way to get reviews, and 23% of shoppers to create and post online reviews that are prompted via email. Those unwilling to write reviews cite lack of time and lack of incentives. To counteract such objections, businesses must make the review process as efficient as possible by requesting specific feedback through guided questions or star ratings.
Incentives such as a discount or contest entry can also help secure more reviews, but be aware of Federal Trade Commission regulations that prohibit exchanging incentives for favorable reviews.
GET THE POSITIVE
Timely and effective customer service, including resolving an order issue or complaints, can also increase the likelihood of garnering reviews.
Another reason to enhance the consumer experience? Shoppers are more motivated to write positive reviews than negative ones: One third (33%) of online shoppers who write reviews share an especially satisfying experience, compared to 2% who write about negative experiences, according to the survey.
“If any issues arise within that initial use of the product, you can usually remedy the situation and put a stop to anything that might put a damper on positive reviews,” said Dan Scalco, CEO of Digitalux, a digital marketing and SEO agency.
The full report included 1,000 consumers who made an online purchase in the past week. To review the complete report and source data, click here.