Customer Critiques – How They Enhance Your Small business

Most US shoppers spot much more trust in brands that give buyer ratings and reviews, according to a report quoted in DM News (July 30, 2007). The report, by social-commercial applications firm Bazaarvoice and market place analysis firm Vizu Corp., located that 3 out of four shoppers consider it really is extremely or particularly vital to read client critiques just before producing a acquire. Further, folks choose peer testimonials more than specialist reviews by a six-to-1 margin.

This may possibly be the purpose the US version of Amazon.com is far more preferred in the UK than the UK version is.

Okay, so online shopping reviews are important. How do you get them, and how do you get shoppers to read them? Here are 3 techniques:

Generate a “customer critiques” feature on your company site. Amazon is an outstanding model for this they have each a five-star rating system and a spot where any individual can contribute their own assessment. This way, shoppers can see at a glance what purchasers in general consider of a solution, and can also study detailed comments of those who took the time to create evaluations. There’s also a rating system for shoppers to rate the helpfulness of other shoppers’ reviews!

Host a corporation weblog. This is a similar strategy, but extra informal. The added benefit is that someone in your company can be designated to read and respond to specific concerns and comments from posters, giving you an extra degree of approachability and trustworthiness. Blogging is an concept just catching on in the company planet. (Be sure to study my article “Blogging: Now It really is for Organization, As well.”)

Include things like a “consumer testimonials” box on some of the solution pages of your print catalog. This demands space, which could be at a premium, so use this approach only on your most well known and/or most costly offerings. Just show the “star rating” of the item (if you use this program in your online marketing efforts) and involve a quote or testimonial addressing a precise benefit. Lands’ Finish has employed this method masterfully, printing customers’ letters telling about a specific garment or piece of luggage that performed exceptionally below demanding situations.
“The truth that a brand will permit consumer reviews of its merchandise really does a lot to develop brand recognition and customer trust,” says Sam Decker of Bazaarvoice.

Yet another benefit of applying consumer reviews: if an item consistently receives poor ratings and evaluations, you are going to know exactly what’s wrong with it–so you can address the problem or discontinue the offering.

If you are not already using the consumer assessment technique to grow brand recognition and customer trust, what are you waiting for? Never let your competitors beat you to it!

Lisa J. Lehr is a freelance copywriter specializing in direct response and advertising collateral, with a particular interest in the health, pets, specialty foods, and inspirational/motivational/self-assist niches.

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