Collecting more and better product reviews creates a flywheel effect. The more reviews you have higher your conversion rates. Higher conversion rates = better e-commerce sales. Some interesting stats:
- According to Reevoo stats, 50 or more reviews per product can mean a 4.6% increase in conversion rates.
- Product reviews also reduce return rates. Products with 50+ reviews have a return rate that is half of those with less than 5 reviews. (Bazaarvoice.com research).
Step 1 to collecting better product reviews
The first step in the process is to send out a review request email to people who just purchased the product. All marketers do that, nothing special here. But they all send the same generic email to all buyers.
And it doesn’t matter what the buyer purchased on your site, they all get the same product review collection email. It looks something like this:
As a marketer, you want to ensure the highest number of buyers who receive the review request email post a review. Yotpo which is an industry-leading tool for collecting product reviews has a response rate of 8.1%.
Assuming your review response rate is in that range this means for every 100 buyers contacted 8 write a product review. That’s kinda crappy.
This is a problem
As we mentioned at the top of the article we need to collect a lot of reviews to drive up eCommerce conversion rates.
One reason the review submission rate is this low is that these emails have a generic message. In the screenshot above the review request phrase is:
It will help shoppers and we’ll use it to improve our products
This type of generic crap will only get below average results.
My idea for collecting more and better product reviews
Let’s revisit the Tomr’s Handcrafted Tonic Syrup Concentrate example from KegWorks.com.
What if the design of our review request email was the same as the screenshot above but with this personalized copy:
It’s been 3 weeks and everyone here at KegWorks is hoping you’ve had a chance to try your new tonic water with a few gin cocktails. We’re dying to know:
- Have you ever used tonic water made from cinchona bark before?
- Let us know the recipe for your gin cocktail. We’d love to feature it on our product page.
- Have you tried it with Campari? You should!
- What flavor profiles were most clear when you tasted it?
We’d love to know your experience.
I’m pretty positive this will double response rates.
Sure, it’s a little more work. For example, crafting the email above took me an extra 20 minutes. But it’s a good investment.
Not only is the strategy above valuable for collecting more product reviews, it will also help you with the following:
- Collect reviews that don’t say anything of value, like this:
- Collect reviews that genuinely help shoppers.
- Reviews that are keyword rich so they help with SEO.
As you can see collecting personalized product reviews deliver a number of benefits.
You don’t have to create a custom email for every product page.
Prioritize for the following scenarios:
- For new products. So you can quickly start collecting quality reviews.
- Expensive products. For expensive products collecting product reviews matters even more.
- Products that have too few reviews but sell in large quantities.
A little about us
Thank you for reading this article about collecting quality product reviews. We are Frictionless Commerce and over the last 11 years, we’ve thought about just one thing: how do we get online shoppers to convert? We’re fascinated by buyer psychology. Once we’ve understood how your site visitor thinks we use our 9 point copywriting process to convince and convert them.
Other buyer psychology-based eCommerce conversion ideas
If you liked this article on collecting higher-quality reviews you’ll love our other ideas: