Daily Archives: June 19, 2012

5 Ways to Attract Customer Reviews

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In an article for GetElastic.com dug up from last year, Linda Bustos highlights 5 ways to attract customer reviews. We’ll tell you from the get go, customer reviews are necessary for any online business. Why? As just two examples, Bustos says,
  • “Consumer surveys consistently show that people prefer shopping on sites that show customer reviews because it reduces their risk of purchasing a bad product” and
  • “Customer reviews reveal insights about the product that do not appear in the manufacturer’s description or even your own copywriting. This is very important in online shopping, as there is not a salesperson on hand to discuss the product.”
All this said, the act of writing a customer review falls under the categories of “evangelism” and “loyalty” – pivotal to maintaining the success of your online store. Why? As a customer writes a review, they in effect share their experiences (a central component of customer evangelism), regardless of whether the review is limited to your site or extends out into their own personal networks. As well, and in the case of positive reviews, a customer review becomes (more than less) an act of a loyal customer. Let’s face it, writing a review takes time and energy. By writing reviews, then, customers actively “preach” their own dedication to your business. 
So how do you get more customer reviews? 
Consider one of Bustos’s tips:
  • “Place calls-to-action on product pages: Why wait for a purchase? Ask shoppers to review products on product pages themselves. Some site browsers will own items they did not buy from you, or even experience them in a store (this sweater fits tight, try a size larger, etc).“
Head to Bustos’s article, 5 Ways to Attract Customer Reviews, to learn more (like how it might be important to optimize reviewer usability and how to do that!)
-Christopher Lin, lexity.com