If a big percentage of your products with zero reviews, that can hurt your conversions.
I often recommend in the mini-teardowns and audits I do to aim to get 10+ reviews per product, which I believe is enough for shoppers to make an informed decision.
You might say… sure, but how?
Here are some ideas to help you get them:
- Place the Write a Review button prominently in the Reviews section
- Offer sweepstakes or discounts in exchange for writing a review.
- Send an email after delivery to request a review on the product(s) they bought (see best practice #145)
- You can go as far as giving away some products in exchange for reviews
- Ask for a review on their return visit for the products they bought (see best practice #193)
- If you’re reselling products from various brands, you could include reviews from their stores on those products
And some other thoughts on reviews:
- Encourage reviewers to add a photo and/or video to their review.
- The review should have information about the reviewer, for context (age, size, use for the product…), whatever is relevant for that product
- Build trust by having verified reviews.
- You can ask them to rate the product on a few attributes (e.g. for a computer screen: Brightness, Screen Quality, Light Weight) and then you can show those attributes in the distribution summary.
- If your products have a lot of reviews, it makes sense to add a Sort dropdown, or at least sort the reviews by relevancy (show the most helpful reviews, positive and negative, at the top or in a featured section)