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What is the impact of reviews on sales in an online store?

Agnieszka Szczepanowska
06/12/2023 | 4 min read
What is the impact of reviews on sales in an online store?

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    Do you think that opinions are only useful as an addition to your CV? Not true. Negative opinions help develop e-commerce businesses. They provide valuable insights into what you can improve in your products, logistics, and sales process.


    Does this mean that positive reviews don't matter? They do. And a lot. However, it's not just about the quantity, but also the quality. This is something that most sellers forget.


    A potential customer will check reviews to see if they can trust you


    Think about reviews from the perspective of someone who is just getting to know your brand. What are they most afraid of, especially if they are planning to spend a lot of money with you? They are afraid of being deceived. Then they see that your customers willingly give you good reviews and have no regrets about their purchase. This is the first and essential step in building trust in the brand you are creating.


    At first, this trust will be on a trial basis. So don't disappoint when it comes to the order. You can add a small freebie to the package. Pack it carefully and aesthetically. Send it quickly.


    In other words, do everything to give as many reasons as possible for a positive review. This way, you will create a shopping perpetuum mobile. More reviews will attract more buyers to you.


    Reviews attract more loyal customers


    Since we're talking about attracting more customers, let's consider the latest market trends. Modern consumers are increasingly inclined to buy from ethical brands. However, simply supporting organizations that are changing the world for the better is not enough as a marketing advantage.


    Matching also determines the impact of reviews on sales. Potential buyers subconsciously check if the people who buy from you are similar to them. They will also be curious about how you solve problems that they encountered with your competition. For this reason, build your reputation in your responses as well.



    Information about the sales process in an online store


    The buyer has already checked if you have positive reviews at all. They have also determined that they fit the profile of the people you sell to. What will they pay attention to next? The basic information. Such as shipping time and its protection during transport.


    If your customer mentions in a review that the package was packed in such a way that even a landmine wouldn't damage it, you have received a great gift. Potential buyers will be reassured that you take care of the safe delivery of the product. And you don't rely solely on the courier or postal service in this matter.


    Reviews as product marketing - data for you and for the customer


    Product reviews deserve a separate mention. You can learn from them what information is missing in your descriptions. By supplementing the content in your store, you will reduce the number of returns. Thus, you will reduce shipping costs and the number of dissatisfied customers.


    Your customers are curious about any mention of your products. Will this sweater be suitable for sensitive skin or will it itch? Is the sizing standard or underestimated? People who have already bought something from you will help your salespeople. That's why ask for reviews after each purchase. They will always bring you benefits.



    Why will this increase sales? The impact of reviews on store sales


    Okay, but does this mean that at some point you can stop collecting reviews? When each of your products has received a lot of reviews, would it be better to stop publishing new comments? Don't go down that path. Managing reviews can be handled. Social proof can work indefinitely.


    People trust other people, not stores. That's why customer reviews will have a good impact on the purchasing decisions made by future buyers. A larger number of reviews also indicates a high level of interest in a particular product. This immediately makes internet users want it more.


    Of course, it's worth getting recommendations for products without reviews first. The report "The Value of Online Customer Reviews" indicates that just 5 reviews increase interest in cheaper products by 190%. The increase in sales for expensive products was even greater, reaching 380%. You have to admit that this is quite an impressive result, isn't it?

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