Vurdere Insights

Reviews: How to NOT get more of them.

By: Koen Hoogendoorn, Business & Legal Analyst at Vurdere | September, 2021.

Every eCommerce wants more reviews. More reviews means more engagement and more engagement means more sales. However, you want reviews that are valuable. Reviews that help your customers in their decisions. Reviews that create brand-trust and improve your brand image. It is a struggle to find ways to get more reviews. In this article, we look into what a popular way is to try and get more reviews and explain how that is not the way to go. In the end we present what we think is the best way to get more valuable reviews for your eCommerce.

Black Friday

Discount-codes for reviews

Some eCommerces have tried to get more reviews by launching a campaign in which they promise a discount-code to customers who leave a review. It does not take a visionary genius to predict what usually happens after: customers start to leave nonsensical reviews just to get the discount. Filling the review section with reviews like: ‘just leaving this for the discount lol’. It is easy to see how this pollutes the review-section with reviews that are of no use, which consequently diminishes brand-trust, brand image and ultimately conversion. This is a clear example of how not to get more reviews. A reward-system of just giving away discount for any type of review does not work. Rewarding customers who write well reviews could work, but that would mean that some intern needs to read, and review, every review, right ;-)? Well, not really. We will explain that in the last paragraph, but first we will tackle why reviews are necessary in eCommerce in the first place to become successful at all.  

Yes. Reviews are that important.

In a 2014 study by Search Engine Land, it was found that 88% of eCommerce shoppers only buys after reading reviews of a product, attaching similar value to an online review as to a personal recommendation. Furthermore, a Nielsen study undertaken to determine the Consumer Trust Index found that 92% of shoppers trust user-generated content more than traditional advertising. This means that the content that is created by customers is of much higher value than the ads run on television. We addressed this in our earlier article on Social Commerce, that this is the reason why influencers are so effective in conversion. However, we also addressed that the influencer sphere is being commercialized that heavily (and thus becoming mainstream advertising) that it slowly transitions to traditional-like-advertising. This means that authentic-user-generated content is only more valuable.  

Okay, but how do we get user-generated content on our website?

Ideally you want customers to feel personally motivated to write content about your products. If someone connects to a product emotionally, it is very likely that they will produce content about your products. This can be done through a forum on your website, where customers can engage with each other to talk about your products and help each other out (for example: how to keep your new couch clean). The last decade, however, this conversation has mainly shifted to social media. With comments being left on eCommerce’s social media posts, or with users posting pictures of the products they bought on their own social media. This is something you do not have much influence over. You could say, the more aesthetically pleasing and social proof your product is, the more likely it is that people will post on social media about it. Social ‘proofing’ your brand can be done through social media influencers, which can trigger their followers to also post pictures of your post because they want to be similar as that influencer. However, there is a way to get more user-generated content on your website, get more and better reviews and therefore drive your conversion rates.  

Making reviews more social

We have created a plugin for eCommerce websites, Vurdere Social+, that is a package of four plugins which uses the technology of social media to create more engagement on your eCommerce website. By algorithmically filtering the reviews, and linking users’ their social profile to their review, the best reviews (the ones that are written in the most cohesive way and the ones that are written by the people who are most similar to your social profile) will be prioritized. This means that customers will first see the reviews that are relevant to them, for instance reviews by friends. This in turn results in a social reason to write a review, because it is another way to show to your friends that you own and like a certain product (just as customers sharing pictures of a product on their Instagram stories).

Rewarding reviewers the right way

Remember that intern of the first paragraph who needed to analyze every review in order to reward the best written review with a discount? Our algorithms are trained so that they can analyze reviews both on grammar and on their content. Well written, technical reviews are therefore prioritized and could be rewarded. This could result in ‘Top-Reviewer’ badges for the best reviewers of an eCommerce. These customers could then be rewarded with discount codes or other type of rewards, which would in turn create a social and financial incentive to write a well written review.  

Why customers write a review at all? I will explain that in the next article.  

Start engaging and generating more reviews

Click here if you want to know more about our review system and to plan a call with one of our founders to request a demo for your eCommerce.  

Read more insightsSchedule a demo