Customers will have a hard time trusting a new seller if they don’t have positive reviews on any of their products. If your new online store is struggling with sales and your product listing doesn’t have any good reviews at all then that may be the main reason for the lack of sales.
Thankfully, there are ways to remedy that situation and generate good reviews to get back on track. Be on the lookout for harmful practices and stay alert of the pitfalls that cause customers to shy away from writing good reviews.
We’re going to talk more in depth about these harmful practices.
Why are good reviews essential
Consumers like reading the positive feedback from their fellow online shoppers. Online sellers that have more good reviews are favoured by shoppers because it shows that the seller’s product has been tried and tested by others which therefore makes it reliable.
When shopping on various marketplaces like Amazon or Newegg, consumers also look at a seller’s rating. Positive reviews also help boost the seller rating of an online store and helps improve the SERP(Search Engine Results Page) rank of the product as well.
Only the sellers with the most positive product reviews would earn a spot on the first page of the SERPs. Around 75% of online shoppers say they trust a business that has positive reviews.
This is why it is important that you steer clear of the mistakes that will prevent you from getting good reviews.
How to avoid getting good reviews
Focusing only on making money is the fastest way to prevent receiving good reviews. Sellers that do not provide value to their customers hardly receive any reviews, much less positive ones. Prioritise customer satisfaction in all aspects of your business watch positive reviews flow into the listings.
Below are some sure fire ways to prevent your business from getting good product reviews. If any of them sound familiar, you’ll know what you need to change to get things heading in the right direction.
Sell mediocre quality products
A good way to not get any positive response from the customer is to sell them products made from low-quality materials. The last thing customers want is to receive the product they ordered and find out they were sent an inferior product.
Online shoppers do not like getting products that will break after a few uses. If and when that happens, there is a big chance that they will immediately write a negative review of the product page. In case they write a bad review on Amazon then there are ways of removing Amazon feedback.
The negative review will only be removed if it fits Amazon’s disqualification guidelines. If the customer bought the product in an external website, meaning an e-commerce site that is owned by the company, then the negative review will most likely not be published on that site.
However, the customer can still write the negative review by posting it in social media and sharing it on all the social media platforms they use. That would be a big blow to the credibility and reputation of the online store.
The best way to avoid those type of scenarios is only to sell consumers top quality products. Online shoppers will not mind paying a bit more for products that are made of good quality materials which would last a long time.
Low-quality customer service
The old saying “The customer is always right” is very real in most businesses, even more so in e-commerce. When online shoppers become a customer, and they contact the seller with a problem about their purchase, it is the responsibility of the seller to address then resolve their customer’s concerns.
Sellers that fail in this regard end up with no reviews or worse mountains of bad reviews. Customers want to be satisfied with their purchase, they don’t want to spend their hard earned money and be treated with indifference.
Treat customers like they matter, and they will return the favour. Satisfied verified buyers are a legitimate and valuable source of positive product reviews. When sellers fail to make customers happy they have to deal with the consequences that come with disgruntled customers.
Providing excellent customer service can be easy if it becomes part of the seller’s company policy or better yet integrated into the corporation’s culture. Online shoppers have become used to Amazon’s spectacular customer service and customer-centric culture.
Don’t follow up
When online shoppers order products from a popular marketplace, they automatically receive an email notification confirming that their order is indeed being processed. For sellers positioned in these marketplaces, sending personalized emails that will assure the customer even more about their purchase will go a long way towards customer satisfaction.
Send customers a follow-up email to let them know how excited the company is for their order. Add how you are personally looking forward for them to receive the product. Reassure the customer that if and when there is a problem with the product they ordered, not to hesitate to call or email you to immediately resolve their concern.
When customers buy something from your online store, make sure to use email auto-response and set a drip campaign to send customers emails at crucial intervals. The best way to get a good review from customers is only just to ask them to write an honest review.
Send the customer an email at least three days after they have received their order, that’s plenty of time for them to have used the product and form a real opinion about it. If the customer is happy with the quality of the product and was provided value for their transaction, then they may just write a positive review.
Ignore review groups
Getting reviews can be hard work for sellers, they put in a lot of effort to win the approval of customers so they can write good reviews. Some sellers use and maximise the availability of review groups. Sellers merely join these review groups which can be found on popular forums like Quora or Reddit and even Facebook.
Then they post the product that they need reviewed and ask any interested parties to send them a private message where they will then provide a promotional code to the customer. The customer would then buy the product using the promotional code to be able to obtain the product at a substantial discount.
Some sellers would post a discount code in social media and wait for customers to use the code. It is a hit or miss when firing promotional codes blindly in social media networks. Review groups are a more direct approach to positive reviews. There is a fine line in this method of generating reviews, but it does work wonders when a new product is launched.
Don’t use social media
Modern marketing campaigns are usually launched on social media platforms. Entrepreneurs pay big money to maintain their PPC(Pay Per Click) advertisements just so they can attract their target market. All sorts of businesses use social media as a jumping point to reach unprecedented numbers of potential customers.
Online sellers that do not use social media are one step behind everyone else. Successful e-commerce businesses have developed their social media marketing into an exceptional tool that can capture customers from far and wide.
Creating a business account in the most popular social media platforms is mandatory. Sharing product listings and coupon codes throughout social media is a great way to fish for customers. Social media is also a great platform to share the excellent reviews that the online store has received in the past.
Customers would then see these reviews, and it would stir their curiosity. Online stores with no social media presence, need to immediately start building their social media networks to catch up with everyone else.
Sellers that need more reviews just have to be more customer-centric. Take a page from the Amazon playbook and copy what they do. Offer customers a good deal while at the same time providing them with quality products. Use social media and review groups for a quick review fix. Then focus on customer satisfaction and watch the positive reviews pour in.
Nathan Sharpe is a business advisor and the writer behind the business blog Biznas. From his experience working with many clients, he knows that you must wear many different hats for your business to be a success. He helps others achieve this success by sharing everything he knows on his blog, as well as any new lessons he learns along the way!