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BizReport : Ecommerce archives : August 30, 2012

10 Ways You Can Encourage Consumer Product Reviews

In the run up to Black Friday and Cyber Monday consumers will be trawling product reviews to help them make important purchase decisions. If your business has yet to harness the power of reviews, here's how you can make a start and boost reviews before seasonal shopping starts in earnest.

by Helen Leggatt

One of the first things consumers look for when deciding whether to purchase a particular product or service is a user-generated review.

According to research by Eccomplished, released earlier this year, while 23% of online shoppers said they asked their family's and friends' opinions to help them make a purchase decision, significantly more (31%), turned to online product reviews or endorsements.

Research by Bazaarvoice found that Millennials, in particular, are reluctant to make a purchase without first having access to user-generated content. Furthermore, user-generated content on a company website is more likely to influence a Millennial shopper's opinion than the advice of family and friends (49%).

Here are ten ways that businesses can acquire more reviews and leverage their power in the run up to the busy holiday shopping.

1. Encourage customers, old and new, to review their purchases.

2. Provide customers with a link to a review site in post-purchase communications.

3. Set up listings on popular and relevant review sites.

4. Integrate review functionality into websites.

5. Refer to customer reviews in marketing communications.

6. Don't discourage negative reviews, two-thirds of consumers trust reviews more when they see a mix of both good and bad feedback.

7. Encourage video reviews which you can then link to from your own YouTube review channel.

8. Seek out social or blog mentions and ask if you may feature these on your website.

9. Use QR Codes on products and advertising that direct consumers to specific product review pages.

10. Direct customers to review pages using traditional and digital media.

Tags: Christmas, consumer reviews, feedback, online shopping, purchase process, user-generated content, video content

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