Many ecommerce businesses underestimate the importance of product and store reviews for their stores. Pioneers in the industry, Amazon, have been utilising product reviews for decades and eBay has embraced the importance of user ratings to enable protection for sellers and buyers, but businesses are still unaware of the value behind reviews and that well-advocated Google Trusted Stores badge.
The online world is fast becoming a world of ratings; from social media ‘likes’ to mobile dating apps, we’re constantly deciding what qualifies for a stamp of credibility, and product reviews add to that consumer need for reassurance and quality.
The convenience of online shopping has always been what draws customers in to purchasing online, rather than in store, but the one disadvantage is customers not being able to ‘test’ products bought online. With product reviews, it’s as if someone else has test-driven the product for you.
Customers trust other customers. Even in the case of negative reviews, they help build trust and credibility so customers know what to expect and to judge the best and worst factors of a product, based on their personal needs.
Each review also adds to the amount of free, organic content on your site, meaning a higher chance of getting ranked, and a higher ranking increases your chance of a customer choosing you.
At 5874, we have utilised product reviews to make Camperite-a camping accessories and equipment retailer running on BigCommerce- the first choice when it comes to choosing between other search results.
When searching for ‘Kampa sandy back chair’ through Google, Camperite is the first in rank for buyers. Using Google structured data to display the product’s 5-star rating and price, is the magnetism needed to lure customers to their site, making them the best, and most reliable choice. Structured data doesn’t just apply to online retailers and product information, but all sorts of things, including business locations through Google Maps and links to social media can also be displayed for a smoother and more powerful way for consumers to access your information.
Becoming Google Certified
A Google Trusted Store badge is also a great way to encourage customers to purchase from your store. It reassures shoppers that your online store is a safe and reliable place to spend their money, so there’s nothing stopping them choosing your site over others. Purchase protection is also an option to buyers when a store proudly displays the Trusted badge, meaning they know they’re secure when handing over their cash. This puts your store ahead of the competition when it comes to Google Shopping, ranking your shop, and products, above all others.
A proven example of this is with another 5874 client, Dotty Hippo. The children’s gift retailer proudly displays its Google Trusted Store badge on its homepage, alerting immediate curious visitors to its trustworthy certification. Clicking on the badge enables the potential buyer to view the store’s 5-star rating and, again, establish credibility and boost click-through rates with Google powered advertising. With consumers consistently worried about the possibility of fraud and data protection in the online marketplace, a certified trusted store is going to stand out.
Not offering user reviews or not being registered as a Google Trusted Store is basically disregarding a large proportion of your buying population, denying them of making informed purchasing decisions. With ecommerce, and BigCommerce in particular, being ranked above all other online stores is an integral part of creating a profitable business, and making sure customers choose you first is all about recognised trust and confidence in your product.
If you would like more information on what 5874 could do for you, why not give one of the team a call on+44 (0)121 773 5978