How One Small Change Can Increase Reviews 4X

by Matt Parsons on Jul 22, 2016 12:00:00 AM Digital Marketing, e-Commerce

How_One_Small_Change_Can_Increase_Reviews_4X-523337-edited.jpgThanks to technology like one-click payments and data-driven product recommendations, it’s now easier than ever to buy multiple products in one fell swoop. In fact, approximately 60 percent of the transactions that come across our platform have more than one product in the order.

But while shoppers are purchasing more than one item at a time, retailers traditionally haven’t successfully collected reviews on all of those products. Until now, most retailers have only asked for a review for one of the items in a multi-item purchase and required consumers to navigate to multiple pages to write reviews for multiple products. That’s a huge missed opportunity—especially when you consider that the more reviews a product has, the greater the impact on conversion.

The less hoops a customer has to jump through to leave a review, the more likely they are to do so. With that in mind, ratings and reviews providers are streamlining the review process to allow consumers to quickly review multiple products from a single page. This allows brands and retailers to increase overall product coverage and generate a high volume of quality content—resulting in a positive impact on conversion and overall sales.

For example, let’s say a customer buys a pair of jeans, shoes, and a belt. After receiving her order, the shopper receives a post purchase email with each of these products listed, allowing her to easily submit multiple reviews from a single page, rather than having to navigate to a different page for each product.

This not only saves the customer from being flooded with multiple emails or having to navigate to multiple pages to write reviews, but also helps retailers more efficiently capture feedback for every item in that order.

We’ve found that when retailers simplify the write-a-review process and allow consumers to review all purchases within a single page, review collection rates can increase by as much as 400 percent.

By collecting reviews for all items in a multi-product transaction, you’ll not only increase overall content collection, but only drive higher conversion rates. As an added bonus, the more reviews you collect and share, the more trust you can build among your customers.

Photo by ddpavumba/FreeDigitalPhotos.net

Matt Parsons is Chief Customer Officer at PowerReviews.
Matt Parsons's blog
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