Remember the old adage that a satisfied customer will tell one friend about your product, but an unsatisfied customer will tell nine people?
Now, with the proliferation of user-generated content in the form of reviews and ratings, those numbers have grown exponentially! Research from Forrester Consulting found that 71% of consumers are influenced by ratings and reviews, while 76% say that positive reviews make them more likely to purchase a product.
You shouldn’t be afraid of what your customers might say when they review your products. Instead, leverage this opportunity to increase your conversion rates, while you gain valuable insights into your customers. Utilize your ability to create great product content to gain satisfied customers who write great reviews!
Good Product Information Means More Satisfied Customers and Better Reviews
When you provide comprehensive, complete, and accurate product information, your customers should never be surprised by the product that arrives on the doorstep or at the office reception area. If you are describing the product with the correct attributes, your customers should be completely aware of what they are buying. As a result, when you approach them to provide a rating or review, the information they provide should be more focused on the quality and performance of the product, as opposed to whether the size, shape, or colour was not what they expected.
When you are providing product information, consider what your customers need to know to have a positive experience and ensure that critical information makes it into their hands.
Insights from User-Generated Content Can Fuel Better Product Information
User-generated content gives you a valuable feedback loop. When customers are providing ratings and reviews they are telling you directly what is great—or not so great—about your product. You can then take that first-hand feedback and fix what is broken, or promote what is working. If the customer was disappointed because the size or colour was wrong, you can augment your product information with context that lets future customers know how the garment will likely fit, or what hue of blue they should expect when they buy a particular office chair.
When you foster a dialogue with customers, you boost the impact of your marketing efforts and utilize your customers’ experiences to reinforce your product stories.
User-Generated Content Can Inform Your Product Categories and Messaging
How do customers describe your products when they write a review? Are they using the same labels for attributes and product categories that you do in your product information? What attributes do they focus on the most? What were the key reasons they stated for buying the product?
When you answer these questions, you can align your product categories and messaging with what your customers are searching for and provide the key selling points to seal the deal. You can refine your SEO strategy to reflect commonly-used search terms that your customers actually use, which will help to boost your search rankings, click-through rates, and ultimately drive more sales.
When your customers tell you directly how they search, what they search for, and why they buy, you also have a wealth of insightful information to inform your future search marketing efforts.
Need help developing great product information? Contact us at inRiver! We have the solution for you!
Kathryn Zwack, Senior Content Marketing Manager, inRiver