Quick question: Would you buy something online if you saw no reviews on it? Probably not, right? It’s natural to seek out social proof before trusting in someone or something. In ecommerce, potential customers want to know what others have to say about a product or service before making a purchase decision. In a prior blog we explained why your ecommerce site needs product reviews. Here, we’ll tell you how to get them.
1. Keep It Simple
First and foremost, make it easy. Think about it: If you had to click through a series of pages, fill out a bunch of forms, or register for something, you probably wouldn’t do it. You can’t expect your OEM parts and accessories customers to go through that effort for you, either. Keep your process simple and you’ll get more reviews.
2. Just Ask
Sometimes, all you need to do is ask. People like to express their opinions, and simply asking for reviews on your OEM parts and accessories will result in reviews. (Who said this has to be complicated?)
3. Proactively Solicit
Add a link on your site to a simple form and invite people to say a few words about your products. Word it carefully so you don’t inadvertently solicit opinions of people who’ve never actually bought from you. Not only is this a quality assurance best practice, but it’s the law: The Federal Trade Commission (FTC) forbids the use of any fake reviews, so it’s important to make sure your reviews are from actual customers.
4. Incentivize
Offer an incentive, something simple but enticing, like an entry to a drawing for a cool prize. Send the offer via email to existing customers to avoid attracting fake reviews from browsers who just want the prize. Also, be careful that you don’t appear to be “buying” reviews.
5. Go Social
Reach out to your existing customers on your social media channels like Facebook and Twitter and ask them for reviews. On your purchase confirmation page, you can include a link to help customers share on social media that they’ve just bought something from you, which helps start the conversation.
6. Send an Email
Send an email asking recent buyers to review the product and your service. This is most effective when done within a short window after purchase. Depending on the item, two or three weeks is usually enough time for the customer to have received and formed an opinion of the item, but not so long that they may have forgotten elements of their experience.
7. Tap Incoming Feedback
Occasionally, your dealership will receive unsolicited feedback from your parts and accessories customers. Ask the customer if you can use their feedback in a review. If it’s a letter, take a picture and post your response to it. Print and display copies at your dealership to encourage other customers to provide feedback. If it’s a phone message, ask if you can share it via Facebook. Get creative. The point is, any feedback can be used as a review for your dealership or its parts and accessories store, provided you get the permission of the customer who sent it.
Our Perspective
It’s vitally important that your team cultivate user reviews for your OEM parts and accessories to improve your SEO and conversion optimization efforts. Contact us to see how a MarketingTorque site can give your ecommerce store the turbo boost it needs to succeed.
