Ecommerce brands can leverage consumer reviews to drive conversions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 16, 2019, 5:18 PM UTC

Reducing customer uncertainty with positive reviews can help brands convince potential consumers.

This piece suggests ecommerce businesses can use customer reviews to promote products, generate leads and increase conversions. Brands should create landing pages with existing customer reviews and CTAs to promote their online stores.

By displaying the positive consumer reviews, marketers can influence consumers’ purchase intent and online behaviour around them. It can help businesses reduce customers’ uncertainty to make the purchase. A study says that 84% of consumers trust online reviews as much as recommendations from friends and family.

Showcasing negative and positive reviews can increase the credibility of the brand as well as allow consumers to make a rational decision. The author suggests that brands should provide their consumers with insights like top products to set realistic expectations and avoid audience backlashes.

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[8 minute read]