How to compensate for customers not being able to touch your products

Piranha Designs - Monday, June 24, 2019

There are a lot of great things about shopping online, ranging from its sheer convenience to the deals frequently available on ecommerce sites that might not be within your easy reach if you were to depend on the high street alone. 

Online retail isn’t without its drawbacks, though, with surely the biggest being the fact that the customer cannot reach out, touch and inspect a given product prior to purchasing it. 

This factor alone may deter some of your prospective customers from using your site, when there is a rival seller of a given required item within travelling distance of their house. So, what are some of the best potential ways of overcoming such a clear disadvantage as an ecommerce site owner?

Show plenty of captivating photos 

Anyone working in retail knows how powerful product imagery is. However, for too many of the items on sale in your online store, you may presently be dependent on whatever standard images the manufacturer has provided, perhaps simply depicting the product on a blank background. 

Why should you settle for that, when there’s such an obvious opportunity to incorporate context-of-use images into your product pages? These are photos that show how the particular item is actually used, thereby enabling the shopper to easily imagine how they might do the same. 

Explainer graphics can also be helpful, as can images that depict the product at unusual angles or in close-up to draw attention to distinctive and useful features. The more your on-site images can tell your customers about an item’s design, dimensions and functionality, the less they will feel the need to seek out an example of the product to scrutinise ‘in real life’ before ordering it. 

Include videos of the product 

While images can be taken of a product that include a person using it for demonstration purposes, video can be even more powerful in this regard. After all, there may be certain more technical products – or those requiring assembly – that require slightly more elaborate explanation as to how they are to be used, which can be done especially memorably in a video or two. 

Allow customers to post product reviews 

Providing a means by which customers can submit their own content in relation to the product can be similarly invaluable for reducing those urges that other shoppers may have to head to a brick-and-mortar store to examine and touch the item for themselves. 

It’s the case with photos and videos, and it can be the case with user-submitted reviews, too. Such reviews will help to answer the most pressing questions that customers are likely to have about what the product is actually like in real-life circumstances, further ‘humanising’ your site in the process. 

Are you looking for a website design service that also gives you full control over your site for updating its content when required? If so, you may be pleased to learn about our expertise in ecommerce web design, this being just one of the key services that Piranha Designs can provide to assist your retail brand in establishing the strongest possible online presence.

Don't forget to encourage post-Christmas reviews

Piranha Designs - Thursday, December 21, 2017

Survey suggestion opinion review feedback concept

It only takes a few minutes of Googling to unearth statistics showing just how important customer reviews can be to your company. One recent survey found that 60% of consumers look at online reviews at least once a week, with 93% stating that reviews influence their purchasing decisions.

Links have also been made between customer reviews and improved ecommerce conversion rates - and it's thought that they play an instrumental role in making your site's product pages easier to find in the search engines as well.

All of this, combined with the natural rise in ecommerce sales volume that greets Christmas, makes it an obvious step to do everything possible to encourage the posting of customer reviews as an aid to your post-Yuletide marketing.

Customer reviews have strong value for ecommerce sites

There are plenty more statistics like the above that firmly signal just how much customer reviews could bring to your online business. Did you know, for example, that 82% of consumers say the content of a review has convinced them to make a purchase?

However, it's also vital not to underestimate the SEO dimension of customer reviews, with Google believed to favour sites that have received positive reviews over those with no reviews when using them as a factor to determine search engine rankings.

Customer reviews also often contain long-tail keywords, which could further assist in making your site easier for casual online searchers to discover.

So, what can you do to boost how many reviews you receive?

The greater number of visits to and sales at online stores during December means that now is definitely the time of year, of all times of year, to encourage customer reviews. But how can you do that?

The most straightforward and obvious way is to simply ask for reviews. You may do this through marketing emails that also give you the opportunity to signal how much you appreciate your customer’s purchase, and your interest in receiving honest feedback that will enable you to improve the products your business sells.

You could make a similar request in a social media update, asking those of your followers who have shopped with you whether they would be kind enough to provide a review.

Given the greater impact that reviews for more expensive items may have, it might be a good idea to go further here, perhaps by sending a handwritten card to those who bought such products from you, thanking them for choosing your store and asking them to post a review.

But what if you attract negative reviews?

It’s almost certain that your company, product or service will attract a bad review from time to time. Nor is that always a bad thing, given that the occasional poor review amid the five-star reviews you hope to receive will probably help to make your wider body of public feedback more believable.

Indeed, one study a few years ago showed that ecommerce sites could expect to gain the best conversion rates when their average product review scores hovered between 4.2 and 4.5 on a scale of one to five.

All in all, post-Christmas reviews can definitely be a big part of your firm’s marketing mix as you head into the New Year, so don’t underestimate them! Remember, too, that here at Piranha Designs, we can provide the website design and other services that will help your business to get 2018 off to the best possible start.

How customer reviews can boost sales

Piranha Designs - Wednesday, July 06, 2011
When you are using Amazon to find a product what do you do? You search, read the short description perhaps, and then probably the most important thing is you look at the reviews. How many good reviews has the product had? What are the bad reviews saying?

People like to buy things based on what others are saying about them, we automatically trust the buyer more than the seller. The seller will always sing their own praises, but the consumers will tell you the truth.

Very often people will simply buy products because they have high reviews, even if they are more expensive than a similar item with no or poor reviews. I know I do. I like to read the reviews to see if the product does what it is supposed to and if it is any good.

Studies have shown that the effect of having reviews on your site can be tremendous.
NetShops, which uses PowerReviews services ran a study which determined that reviewed products experienced a 26% lift in sales.

Using reviews on email marketing has lead to some astonishing results. Golfsmith International Inc. used some tests which showed that emails with reviewed products generated 42% more revenue than ones without.

It is important to note that consumers can read through fake reviews, also just one or two reviews are not enough. PowerReviews say that a minimum of 20% of products on a site need to have at least 3 to 5 reviews each in order to have any real social effect.

For some businesses, like mine, product reviews are not really possible, in these cases testimonials or case studies do the same job. Have you read our testimonials?

Our Piston Commerce software includes product review functionality, are you using it to its full extent?

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