Five ways to use customer reviews and boost conversion rates

Customer reviews look great on your website; they show that consumers are purchasing your products or services and are happy to share this experience with others. 75% of consumers refer to reviews to influence their purchasing decisions, so if you aren’t using a customer review platform like Feefo, you could be missing out on sales. Customer reviews can improve website visibility, enhance click-through-rates, drive qualified traffic to your website and ultimately increase conversion rates.

Check out these five ways that you can use customer reviews to help boost conversion rates:

  • Collect only genuine reviews
  • Encourage multimedia reviews
  • Enhancing Conversion Rate Optimisation (CRO)
  • Increase traffic through SEO
  • Utilise Seller Ratings

Collect only genuine reviews

The more confidence a customer has in your brand, the more likely they are to make a purchase which will result in increased conversion rates. With consumers growing more skeptical of reviews being “fake”, using an invite-only platform is a pain-free way to reassure customers that the reviews on your website are completely genuine. As for negative reviews, they don’t need to damage your reputation as 95% of unhappy customers will return if an issue is dealt with quickly and efficiently.

Encourage multimedia reviews

Whilst text reviews aren’t dead, brands should be prepared to shift their attention towards User Generated Content (UGC) in the form of videos and pictures. These interactive reviews can help facilitate SEO as well as increase conversions. Video now appears in 70% of the top 100 search engine results and increases the probability of your content ranking on the first page of Google by 50% compared to textual content. As for conversion rates, buyers are three times more likely to buy a product after interacting with UGC in the form of visual aids and user reviews. Additionally, videos on landing pages increase average conversion rates by a massive 86%.

Enhancing Conversion Rate Optimisation (CRO)

Displaying your service or product rating on your website can have a significant effect on a customer’s purchasing decision. When you display a service rating close to a call-to-action e.g. “buy now” or “basket summary” you increase the user’s trust and confidence in their purchase, making it more likely that they will complete that purchase. On average this can increase conversion rates by up to 8%. Investing resources into UX or A/B testing on your website is a great way to find out what works best for your target audience.

Increase traffic through SEO

To increase conversion rates, it is important to generate more traffic to your website. User-generated content improves your search engine rankings as the content is kept fresh and up-to-date, making you stand out from competitors and grab the attention of potential customers. By using Rich Snippets, your service rating can appear as organic stars so whenever a consumer searches for your brand on Google, your listing will showcase your fantastic service, enhancing trust and helping to drive qualified organic traffic to your website.

Utilise Seller Ratings

Reviews have the potential of enhancing your pay-per-click ads if you use a platform that is partnered with Google. Feedback will appear as Seller Ratings within Google Ads campaigns, drawing attention to your ad and increasing CTR by an average of 17%. A bonus of increased traffic and conversions on your website is an improved Quality Score. An increased Quality Score results in higher ad rankings and lowers cost per click; a win-win situation!

Whilst collecting genuine customer reviews provides your business with valuable insights that help to enhance your customer experience, there’s also a wealth of digital benefits including improved SEO, PPC, and CRO. Collect reviews today with LoyaltyLion’s trusted partner Feefo to increase insights, traffic, and most importantly, conversions.