One aspect of ecommerce that is becoming ever-increasingly vital to sales is the product review. In a recent survey, 95% of customers use reviews when making a purchasing decision. Besides good images, reading about the experiences of other customers has come to solidify the trustworthiness of a product.
And we know the feeling of searching for something that we want, and we arrive on a product page and wonder what the potential issues are with it. If we’re able to seek out the advice and reviews of others, we’re then placed in a better position to make an informed decision — consider reviews as free consultations!
In the worst case scenario of you not having room for product reviews, potential customers are going to land on your page, browse, but then head over to competitor sites that do provide reviews, and then buy from there instead of you.
So you’re going to need your ecommerce site to enable customers to leave product ratings and reviews, and Salesforce Commerce Cloud has plenty of opinions to do just that.
There are a whole host of cartridges (Salesforce speak for paid plugins) that cater for delivering great and simple review features for customers to use. Bazaarvoice is one cartridge that minimizes implementation risk and generates review content, which can be used across online and offline channels, community management, and for SEO purposes.
Turnto is an alternative Salesforce Commerce Cloud cartridge that excels at hosting the community Q&A format, as well as a rating and review platform that includes checkout comments that customers can leave, and customer-generated media to create visual reviews. Much like Salesforce Commerce Cloud (formerly known as Demadware), TurnTo is focused on a mobile-first approach, making it even easier to leave reviews via phone.
Then there’s PowerReviews, much like TurnTo in that it provides a Q&A format and rating and review platform. It uses a lot of automatization to make these processes run smoother, like review collection and post-purchase emailing. It also has strong customization abilities, such as the ability to choose colors, stars, and other different elements to match the feel and look of your brand.
Beyond the technological capabilities of enabling ratings and reviews on your website, it’s another issue to actually get customers to leave reviews. One survey found that only 42% of consumers leave reviews — and even then, among these, they don’t write reviews for every product that they buy. Only 3-10% of customers will write a review when asked.
This is clearly a challenge for businesses. Customers increasingly feel the need to read reviews of products before purchasing them, yet don’t feel inclined to write them. This is where incentives will come into play.
Salesforce Commerce Cloud can help you here, too, because it is capable of creating strategies to entice customers to actually write reviews, such as building loyalty programs, discount schemes and other incentives.