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BizReport : Ecommerce archives : August 25, 2008

Are you getting the most from product reviews?

Product reviews are an increasingly important form of online advertising. From manufacturers offering product reviews to actual peer-to-peer review websites, consumers are talking about what they like and dislike about products. If you've launched product reviews on your ecommerce or manufacturing site, good for you. But, are you getting the most from those reviews?

by Kristina Knight

That depends. Have you told consumers about the reviews? Are the reviews easy to find? Are the reviews "of value"? Here are a few tips to get the most from product reviews about your product.

First, make sure consumers know you offer reviews. Don't hide them. On a product page, include a link to product reviews and invite consumers to leave their own reviews of the product. Consider adding copy to your next email marketing campaign that tells consumers where to look for reviews and how to leave their own.

Second, after a product is purchased, consider adding product review information to the confirmation email so that consumers realize they can add their opinions on-site. Tell your customers that their input is needed so that the products you offer are the best they can be. Consumers love to give their opinions; by offering them space to do so, you're giving them an outlet and making them feel integral to the brand.

Third, use actual reviews in email campaigns. Don't just leave the reviews on-site. Include a few positive comments, unique uses or other information from consumers to the email text. Again, this makes consumers feel powerful, as if they are helping your brand. This, in turn, creates brand loyalty. If they are invested in the product, they will continue to buy.

Tags: consumer reviews, ecommerce, etailing, product reviews, social marketing

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