How to Boost Your Marketing Strategy with Authentic Reviews?

Who hasn’t consulted other customers’ reviews before making a purchase on the web? According to an IFOP study: 88% of consumers consult other buyers’ reviews before making an online purchase, and 75% of them say they trust the opinions left by other internet users. The numbers speak for themselves! Today, customer reviews are multiplying everywhere on the web. These customer reviews, if authentic, have the power to considerably boost your marketing strategy! Do you still doubt their effectiveness? Let’s take a look at the importance of authentic reviews in enriching your marketing strategy. Let’s go!

What is Social Proof?

First, let’s start with a social and psychological phenomenon that explains the success of reviews: social proof, also called “informational influence”. This concept was introduced by Robert Cialdini in a 1984 book: “The Psychology of Persuasion”. He describes social proof as a phenomenon that occurs when individuals imitate the behavior of others.

In the digital age and with social networks, this mechanism takes on its full importance. Numerous studies prove it: human beings tend to follow and reproduce the same actions as their peers, such as buying a particular product, if others have already done so before.

Naturally, seeing their peers buy this product and if their feedback is positive, they have no more reasons to hesitate.

Customer reviews on the web work in the same way. They are “social” proof of a brand’s reliability and credibility and create a feeling of trust among internet users.

What are customer reviews for and why is it important for brands to develop this marketing aspect?

Since the advent of the web, it is now very easy for every consumer to give their opinion and rate all their consumption experiences. Whether it’s for the use of a product (beauty, food, appliances, etc.) or a service (restaurants, hotels, travel, etc.), internet users no longer hesitate to share their feelings, whether they are negative or positive reviews.

Amazon created this type of rating system in 1995. Jeff Bezos, CEO and founder of Amazon, used to say: “We don’t make money by selling books, but by helping customers make purchasing decisions…” He also said: “If you make customers unhappy in the real world, they’re likely to tell 6 friends. On the Internet, an unhappy customer can tell 6,000 friends”. He was the first to fully understand the potential of customer reviews to boost his marketing strategy.

Now, everyone can express their satisfaction, or on the contrary their dissatisfaction, online following a purchase experience. Reviews give a voice to customers who take power and become fully active in their consumption.

These reviews published by other individuals represent a reliable source of information, which reassures the internet user in their choices and helps them minimize the risk of error.

Particularly when an internet user wants to order online and hasn’t had the opportunity to test or see the product with their own eyes in a store, reading detailed and authentic reviews from other consumers helps them make their decision.

We also notice that the higher the number of reviews, the more detailed they are, and the more recent the publication date, the more trust is established with the consumer.

Over the years, consulting ratings and reviews from other customers has become natural and a key step in the purchasing process. Their impact is stronger than companies’ commercial messages because they come from other customers and are therefore disinterested, sincere, and authentic.

What Are the Advantages of Using Authentic Reviews for Brands?

Consumers demand more transparency and authenticity from companies. In fact, according to an OpinionWay survey, 75% of French people favor a company that already has reviews. This is why, as an e-commerce business, you must place customer reviews at the heart of your strategy. Authentic and verified reviews allow you to:

Boost Your E-Reputation

On the web, everything that is said about your company is called e-reputation. Managing your e-reputation well is one of the conditions for the success of your business. A multitude of positive reviews published on your e-commerce site helps to improve it. Very few reviews, poorly detailed ones, or a total absence of reviews can greatly harm your reputation. Of course, there is a risk of receiving negative reviews, but you shouldn’t be afraid of them! The best attitude is to take into account each review, respond to it courteously, and offer solutions. This will show everyone that you care about your customers’ opinions and that you are in a process of constant improvement. The transparency and sincerity of a company are always qualities highly appreciated by consumers.

Improve the Customer Experience

Consumers look for online reviews before making a purchase; it has become a norm. This is why authentic and detailed reviews displayed at strategic locations on the customer journey, such as the homepage, product pages, or even the footer, immediately reassure customers. The benefits for your e-commerce site are numerous (decrease in bounce rate, increase in average basket size, increase in conversion rate) because the presence of reviews smooths the customer journey at the moment when they might have questions or hesitate.

Attract New Customers

The more authentic and verified customer reviews you accumulate, the more you increase your chances of convincing new customers. First, because the more you are talked about on the web, the better your ranking on Google will be. You will thus be more visible to internet users on search engines. Then, because the presence of authentic reviews on your e-commerce site will allow consumers who don’t know you yet to obtain maximum information on the quality of your products and their use. Reassured by the numerous positive reviews, they will be more inclined to finalize their purchases.

Boost Your Revenue

The presence of authentic reviews considerably influences the choice of internet users. On the web, there are many competing brands that offer the same type of offer as yours. Thus, if they hesitate between two similar products, consumers will surely opt for the one about which they have the most information. Detailed reviews from other buyers, if they are complimentary, generate trust and inevitably tip the balance in their purchasing decision. This is how you will increase your conversion rate and therefore your revenue.

Seize New Development Opportunities

Authentic reviews from your customers are a valuable source of information. They allow you to learn more about what is liked and, conversely, what is least liked about your products and services. By analyzing this data, you perfect your offer and continuously improve your products. You can even detect new trends and anticipate future consumer needs. You thus stay one step ahead of the competition.

To meet this need for transparency and authenticity from consumers and to support brands in their development, Trustt has developed a unique review module that integrates with your online store. Thanks to this software that offers consumers the opportunity to give their feedback on the use of your products (sensory aspects, effectiveness, strengths, packaging, usage tips, etc.), you collect ultra-complete reviews, authentic and verified very easily!