Use Ratings and Reviews (and Help Google Find Them) to Increase Conversions
It’s well-known that consumers research businesses and products before they buy. In fact, this study reports that 85% of consumers use online reviews for their research. Bad reviews are used as well as good reviews, telling both pros and cons of a product or business. Additionally, this research explains that, when negative reviews are included with the good reviews, they can increase consumer trust and contribute favorably to conversion.
Such high numbers reveal that it is beneficial to your business when customers provide honest opinions about your products.
Google recognizes the benefits of ratings and reviews, and you can encourage Google to show them with schema markup. (While you’re reading about schema markup for ratings and reviews, be sure to also check out the details for using markup for your products.)
After a customer’s order is delivered, send a series of Email messages that thank the customer and ask for a review. Our experience shows that these Email requests with a convenient link to the product page results in far more reviews. Be sure to provide links that are as convenient as possible, and format your review page so it is quick to submit.
And finally, if your customers take the time to send their valuable opinions, make sure to review and display them as soon as possible!