Online reviews and online review management can be powerful sales stimulators for an ecommerce or lead generation website.<\/p>\n\n\n\n
They can also give irate customers and deceitful competitors a place to speak ill of your brand.<\/p>\n\n\n\n
Reviews pose a classic conundrum. Which monster do you confront?<\/p>\n\n\n\n
Should you only allow kind reviews and risk appearing dishonest?<\/p>\n\n\n\n
Or should you allow your critics a voice, and risk brand erosion?<\/p>\n\n\n\n
Let\u2019s take a look at how top-performing websites are embracing online reviews as a way to grow online revenues.<\/p>\n\n\n\n
Not too long ago, websites could opt out of showing reviews altogether. Consumers didn\u2019t expect to see them.<\/p>\n\n\n\n
Digital marketing is a work in progress<\/a>, though, and times have changed.<\/p>\n\n\n\n If there\u2019s a flaw in your work, your products, or your customer service, the word is going to get out. Whether your site has reviews showing or not.<\/p>\n\n\n\n Smart ecommerce managers and digital marketers see the wisdom of encouraging reviews on a site you control. That gives you maximum ability to respond to and guide the conversation.<\/p>\n\n\n\n Reviews help visitors to your product or service pages determine whether the item in question is right for their particular need.<\/p>\n\n\n\n Don\u2019t fear that process. Instead, figure out how to help prospects reach the best conclusion. And that\u2019s always the decision that\u2019s best for the prospect, not necessarily best for you.<\/p>\n\n\n\n You WANT prospects to tell you what they like and what they don\u2019t like. Don\u2019t you enjoy comparing options when you shop?<\/p>\n\n\nMost shoppers now look for online reviews, and many won\u2019t even consider a purchase without them. <\/a><\/span>Share on X<\/a><\/span>\n\n\n\n Most shoppers now look for online reviews<\/a>, and many won\u2019t even consider a purchase without them.<\/p>\n\n\n\n Not only that, but your visitors are often more motivated by a stranger\u2019s opinion than by the recommendations of their own friends and family!<\/p>\n\n\n\n Reviews are that important.<\/p>\n\n\n\n We won\u2019t consider the mechanics of setting up online reviews here. See\u00a0Effective Ecommerce<\/a>\u00a0for that discussion.<\/p>\n\n\n\n Rather, let\u2019s consider three of the trickiest topics you\u2019ll be faced with in online review management:<\/p>\n\n\n\n At The Good, we help clients minimize the risk and magnify the benefits of online reviews. We\u2019ve found that, once the mechanics of online reviews are worked out, these three sore spots are at the top of client concerns.<\/p>\n\n\n\n Online review management can be a frustrating ordeal. You work hard to get the formatting just right, and you know your products or services are stellar, but reviews may only trickle in.<\/p>\n\n\n\n You want a torrent of reviews \u2013 especially when you want to promote a special or introduce a new product.<\/p>\n\n\n\n Consider these tips. They can help open up the flow:<\/p>\n\n\n\n People like to help you, especially after you\u2019ve helped them. They aren\u2019t always thinking about the importance of leaving a review, though.<\/p>\n\n\n\n There\u2019s absolutely nothing wrong with asking.<\/p>\n\n\n\n Not only will you not offend them, but most people will also feel honored that you consider their opinions valuable. You can \u201cpre-sell\u201d reviews by letting your customers know three things immediately after the transaction is completed:<\/p>\n\n\n\n Review forms are the last place you want to get long-winded or employ obscure terms. Keep it light, fun, and straightforward.<\/p>\n\n\n\n Put all your user experience skills to work here.<\/p>\n\n\n\n Research over the past several years consistently shows that online reviews affect conversion rates<\/a>, influence consumer trust levels<\/a>, and can even be reflected in per-transaction totals.<\/p>\n\n\n\nOnline Review Management for Ecommerce Websites<\/h2>\n\n\n\n
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How to Get Customers to Write Online Reviews<\/h2>\n\n\n\n
To get more reviews\u2026 remember to ask for them<\/h3>\n\n\n\n
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Make leaving a review simple and enjoyable<\/h3>\n\n\n\n