Your best-selling product pages may need to be looked at again and optimized. In this blog post, we take a look at an example and explain how it can be modified to increase conversions.
Let Your Customers Do the Talking
Hat tip to Paige Kusmierz for sharing this. Expedia is in the business of maximizing profits (you should be too). And the highest margin item one can sell is insurance. So Expedia pushes hard for it. But instead of just pushing it they show a real customer story to drive home their point: Shoppers care way more about the opinion …
Improving Review Response Rates
We already know the direct correlation between review count and conversion rates. And when it comes to soliciting reviews the most effective tactic is to appeal to the shopper emotionally. Saw a brilliant example during a recent Uber ride (this was attached to driver seat headrest): PS: I gave the driver 5 stars.
Getting Better (and More) Customer Reviews
We know that the review count on your product page is positively correlated with conversion rates (source). But quantity isn’t the only thing that matters, the shopper also wants to read reviews that relate to their scenario. A first-time buyer would be greatly influenced by a review that starts off with, “I’m a first-time buyer, let me tell you about …
(Unfair) Importance of Newest Review
I was on a product page that had 562 reviews with an average rating of 4.7 out of 5 stars. 96% of respondents said they’d recommend this product to a friend. That’s amazing, right? We’ll, it depends. While the overall stats are impressive their latest review was very negative: This one negative review stopped me on my tracks. It’s silly …
The 2 Most Important Details on a Product Page
Your product page design should be based on the type of product being sold. If a shopper is buying a technical product, complex product, a product they aren’t familiar with, a product that’s very expensive, then they are going to focus on your product description. But for all other cases product image + customer reviews are the most important details. …
Orders of Magnitude
Most online retailers smile when they hit 30,000 Facebook fans. Rareseeds.com sells heirloom seeds. Not only do they have 469,000 Facebook fans they also have 5,300 customers who’ve given them 5 out of 5 stars on Facebook reviews. That’s five thousand three hundred five star ratings. Think about that for a minute–
Geotargeted Reviews
For years I’ve been thinking about a test idea that combines these 2 facts– 1: Shoppers are more likely to convert when they can read reviews. 2: For a shopper in [Michigan] reading a review of another shopper who also happens to live in [Michigan] is a strong influencer. Here [Michigan] can be any state. And then, I discovered a …
What to Do When Your Product Page Has 479 Customer Reviews
Product reviews are crazy important. According to PowerReviews research going from zero reviews to one review with 4.2 stars improves conversion rates (sales) by 20%. But what happens when your product page has 479 reviews? For a shopper who wants to read reviews 479 is just a daunting number. Nuts.com realizes this. Their Turkish Figs product page has 479 reviews …
The Most Effective Reviews
For most online retailers, once product reviews have been enabled their job is done. The thinking goes that if, after turning on reviews shoppers don’t post reviews it’s clearly their fault— they obviously didn’t have anything to say. But superstar retailers like LifeSource Water don’t think this way. LifeSource sells water filtration systems, and on their site they’ve managed to collect 1,376 custom …
7 Reviews Versus 48
I’ve struggled with product page review counts. I know going from 0 reviews to 1 with 4.2 stars (or better) improves conversion rates 20% (source). But, if an item already has 4.5 stars and 7 reviews … … is there additional benefit of collecting 41 more reviews (reaching a total of 48)? Well, it turns out, I don’t need to bother my …
What’s Worth Showing, and What Isn’t
Ctshirts.com shows their 94% customer satisfaction seal right on their homepage– Is that a good or bad thing? Does 94% satisfaction make prospects more likely to buy (“wow, 94% of people love this brand, they must be good shirts”)? Or less likely to buy (“I’m finicky about fit and feel; wonder if the 6% who didn’t like their purchase had …
The First Review
Studies show going from zero reviews to one review with 4.2 stars or better improves conversion rates (sales) by 20 percent. (Source) The folks at moosejaw.com probably know this, which is why they reward first reviews–
Reviews
Most sites draw attention to their product reviews in one of these formats (blue boxes below)– Ballarddesigns.com does something different– What I like about their approach is that they display percentage of reviewers that recommend this item. Now, this feature isn’t new, it comes standard with tools like PowerReviews. The big difference is that in PowerReviews implementation percentage of customers …
Beyond Reviews
There’s no doubt that customer reviews generate conversions. http://www.kitchenwaredirect.com.au/Current-Specials/Top-Sellers-On-Sale/Scanpan-Classic-Covered-Chef-Pan-32cm is a product page with 75 reviews. But kitchenwaredirect.com.au understands that sometimes a potential buyer might have a question that isn’t answered in a review, or is too time consuming to locate. And this is why they have a feature called ASK a Question on the product page– On click– For …
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