Moderating customer reviews: why?
Free advertising
The first benefit of customer reviews is free publicity. A review or recommendation demonstrates other customers' interest in your brand. A customer recommending a purchase, or talking about their experience, is good for your conversion rate.
Good SEO
A verified review also contributes to your e-commerce site's search engine optimization. By typing in "review + product name", search engines will focus on the comments posted on your site. It's thanks to these reviews that your page will be positioned in the results.
In addition, reviews are presented as new content for your page, an addition to your product description. These unique customer reviews could differentiate your product page from the competitor's in search results.
The more comments you receive, the better your chances of ranking in search engine results.
Improving your offer
Analyzing customer feedback through comments also enables you to fine-tune your commercial offer. These are important indicators of customer satisfaction, deliveries, product sheets and strategy.
So you can improve customer satisfaction and experience!
How to moderate customer reviews
Negative reviews
Customer reviews can help potential buyers confirm their purchasing decision, but they can also scare them away if they're negative. What can you do about it?
You don't have to be afraid of negative criticism; you just have to manage it properly to turn it into an asset.
It may sound far-fetched, but negative reviews lend credibility to your brand. If you only have positive reviews, visitors may suspect that the reviews are created and manipulated by the brand, which can be a bad thing for your reputation. So you need negative reviews on your site too.
Managing negative and positive reviews
A review must always be answered by the e-commerce site, whether negative or positive. If a consumer has taken the time to leave a review, comment or recommendation for your product, the least you can do is thank them. Remember, they've given you visibility, and their opinion will help prospects to buy. Recognition is therefore very welcome.
To encourage other visitors to post comments, you can also reward each review posted! It's a great way to increase the number of reviews left. More reviews means more benefits for you.
For negative reviews, this is your chance to demonstrate your customer service know-how. React quickly and take care of unhappy customers. This will prevent negative reviews from ruining your e-reputation. What's more, dealing quickly with negative reviews demonstrates your seriousness and professionalism. Offering an appropriate solution to every problem is crucial. Because your response will be seen by all future visitors. The way you handle negative reviews can turn them into an asset. The way you deal with negative feedback is bound to have an impact on your conversion rate.
Customer review management: outsourcing
Moderating the reviews left on your e-commerce site should be one of your main concerns. You can either do it in-house, or outsource it to your customer service department. The decision between these two options will depend above all on the scale of your business.
Vivetic Group can help you manage and moderate your customer reviews. We have a specialized content management team ready to take charge of moderating your site and responding to the various comments published.
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