How to Get More Amazon Product ReviewsCaitlin Donnelly
If you’re selling a product on Amazon, more reviews are something that you automatically wish for. You might associate it with higher product satisfaction and an increase in revenue. Who can say no to a good thing? The notion that more reviews result in an uptick in revenue isn’t mere hearsay.
A Harvard Business School study found that each additional ratings star on Yelp increased revenues by 5 to 9%. Customers trust online reviews as much as they trust personal recommendations, say from friends.
The cherry goes to millennials, who make the most purchases online. They say that they trust user-generated media 50% more than other media, which also includes reviews.
User reviews cement gaps that the product description or images weren’t able to provide. And, additionally, appear more trustworthy. This supplementary information relating to product usage, warranty periods, support staff behavior, and delivery times raise customer confidence making purchases much more likely.
This is especially true for higher-priced products. A year-long study on one retailer— Hammacher Schlemmer revealed that once customers start posting reviews, they have a higher conversion rate impact on higher priced products than lower priced products. Reviews affect decision making on higher priced products to the tune of 380% and just 190% for lower priced products.
Reviews drive conversions online. So how do you get more reviews? In this post we’ll be looking at both direct and indirect ways to get more reviews.
Start by Asking
A very good friend of mine once approached a few good girls to finally have a crack at understanding why they go out with boys who they know will ultimately dump them—the usual suspects— junkies, high-school dropouts, and ones involved in petty crimes. The reply — the good ones never asked.
You may not be getting as many reviews as you need, probably because you’re not asking for any.
I did an experiment on my Freelancer profile where I asked customers to leave a review. This message usually occupied the bottom of the delivery email. Eight times out of 10, they left one. Comparatively when I didn’t ask for a review, only 4 or 5 out of 10 purchasers bothered writing a review.
Asking for customer reviews isn’t rocket science. Amazon automatically sends emails requesting feedback shortly after purchase. Here’s an example for the same:
There are also third-party tools like JumpSend, Feedback Genius, AMZFinder, and others that help you with the process.
How long should you wait until you send the email? — Immediately after? Three days? Five days? Guidelines from Power Reviews dictate the following wait periods for feedback emails:
For hard goods like washing machines or refrigerators.
In such cases it’s recommended the product review email be sent 21 days after the item’s been purchased.
First there’s the shipping time, followed by the fact that such goods tend to be used only a few times and the customer won’t have acquainted himself with the product if an email asking for a review is sent too early. Instead, allow the customer to become acquainted with the product and thus be more inclined to leave a review.
For perishables like flowers and groceries or snacks
It’s recommended that the review email be sent within 14 days, so that the customer doesn’t forget about what the product tasted or felt like.
For soft goods like clothing
Even in this case the recommended period is 14 days. Other best practices include subject line personalization. Data from Aberdeen reveals that personalized emails improve conversions by 10%. They also improve transaction rates. Personalization is as simple an act as automatically including the receiver’s first name within the subject line body.
Up the Ante on Customer Support
There are several things over which we’ve little to no control. You cannot prevent problems from happening when shipping things. In business you cannot prevent unforeseen circumstances, but there are certain things right under your thumb. Customer service is one such thing.
While unmet shipping times can always be a hassle for the customer, it’s not going to prevent them from making further purchases from your brand. Bad customer service however can however result loss of loyalty.
What does good customer service not entail? Delays in getting back to customers about questions they have. Other than that rude behavior from customer-facing staff could be problematic. Bad customer service also extends to how you write your product descriptions. Descriptions that’re too lofty and build up customer expectations but fail to stay true to any of them can result in dissatisfied customers who can be a pain to deal with. This will only increase the burden on support staff while increasing the number of returns and decreasing retention.
Have Multiple Points of Contact
Keep support options open: Email, phone, and of course live chat.
- Phone can be too intimidating.
- Email’s too slow.
- Enter live chat.
One reason why live chat is growing in popularity is because humans have always wanted instant connection, and throughout history they’ve had that. You go to a salon and you have the person snipping away at your locks have talk to you. In a retail store, the salesperson can help you zero down to a product describing pros and cons of each in detail. Every query finds immediate resolution.
In much the similar way, live chat’s one of the best possibilities for instant interaction that technology affords today. Live chat also has the unique distinction of not intimidating anyone. Instant customer support and easy resolution of fears and doubts surrounding products can help people feel good about products and egg them to leave a good review.
Convert Haters to Brand Promoters
The truth is, a select group of customers tend to leave extremely negative opinions regarding brands. The vast majority of customers never bother to leave a review. The way you approach negative reviews can help make or break your brand.
Bazaarvoice’s research, shows that if brands respond to negative reviews, that increases purchase intent in visitors who see that response by 116%. 71% customers also change perception about brands if they see a public response from brands concerning a bad review.
In fact, seeing a brand’s response spills over and creates other good things. For instance, it made 41% of consumers think the particular brand cares about its customers and by extension is worthy of their trust. This resulted in higher positive sentiment towards those products. Thirty-five percent of survey-takers began to believe that the brand “has great customer service,” 22% thought it’s “a trustworthy brand,” and the remaining 14% thought its “products are high quality.”
Answering anger with anger doesn’t help anyone. Start by determining if there’s any fault in your product or if there was any problem with shipping. Sometimes, Amazon employs a third-party service to deliver the product to customer’s homes and the one who faces the short end of the stick is the seller. In those cases, you might contact Amazon to get those reviews removed. Such instances of unbridled anger are unfortunate but very much a part and parcel of selling on Amazon.
If the error is on your part you should be thankful to the customer and possibly try to pacify him. That way, when the anger has subsided you can offer to replace the product and probably also get the review removed. In no case should the response be tit for tat, as that inspires anger and the buyer may group together his friends and family to respond in kind. If the review’s still there even after efforts at pacification, try to respond in a manner that’s diplomatic. That way, the review doesn’t hold the edge that it otherwise held. Or if the review gets changed to a positive one, you’ve a loyal customer and good rating.
What Shouldn’t You Do?
Never incentivize reviews.
That goes against Amazon’s updated TOS and in the long-term can affect your selling status. Incentivized reviews from the past have been deleted in most cases.There are review sites and sites like Fiverr that were used by sellers to get product reviews. Amazon has had a merciless crackdown on Fiverr sellers, suing to get them off of the platform.
Sites like buyamazonreviews.com, buyazonreviews.com, bayreviews.net and buyreviewsnow.com have been sued for trademark infringement and false advertising. The eCommerce giant’s always hunting down fake reviews to make the platform fair for all stakeholders, both buyers and sellers, and has been known to side by buyers and permanently ban sellers.
More reviews equate to more product purchases. Effectively, we’ve the seen many methods employed to get more reviews online and to improve upon reviews that you already have. In most cases all it requires is a cool head and forward thinking.
You need not break Amazon’s policies and thus risk your seller profile to get more reviews. Tools that help you craft better subject lines and personalize feedback emails almost always get the job done. Invest in creating better customer experiences and ask customer support agents to display behavior that shows that they care. That, coupled with intimate knowledge of how your customer uses the product, can help time emails right so that they have the least likelihood of being ignored.
Finally, personalizing emails by optimizing subject lines isn’t difficult. Yet, almost 60% of online retailers never do that. The simplest methods are enough to increase reviews and ultimately sell more.
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