User-generated content that are, produced by customers such as reviews and testimonials, a major part of the marketing strategies that are trending in the contemporary business world. The businesses can use the reviews to build trust among their potential customers to enhance website conversion rates of their website and target new customers. Here, we will discuss the contribution of customer feedback in increasing sales and we will also give some tips on how to practically utilise the customers’ reviews practically.

Role of Reviews and Testimonials in Acquiring New Customers

Consumer reviews and feedback function as indispensable content created by users, which make up an essential part of the motivation for the purchase of products. The research reveals that most consumers are paying a lot of attention to online reviews when deciding what to buy; thus, integrating the user-generated content is one of the efficacious ways of media marketing. Clients such as GoPro and Daniel Wellington have proved to increase their brand value when it comes to selling their products through user-generated content. They have also shown that reviews can help businesses to get new customers.

Importance Of Leveraging Customer’s Reviews in Marketing Strategies:

•  Researching customer reviews is an internet-user’s favourite part; in fact, data shows that more than 91% of online shoppers look at reviews before making a purchase, which tells us that good reviews improve consumer satisfaction while shopping.
• The integration of user reviews into marketing campaigns can lead to an increase of average 62% revenue.
•  Almost 97% of the B2B customers consider customer reviews and testimonials highly reliable.
• Keeping the credible online reputation is highly crucial for online businesses because of which the minimum average rating of customer feedback is above 3.3 of online businesses.
•  In a study conducted by Harvard University’s business team, it has been found that an increase in one Yelp star of a product or service results in a revenue increase of 5% – 9%.

Strategies for Leveraging Customer Reviews and Testimonials:

Produce Compelling Website Videos:

Produce engaging videos demonstrating customer reviews to build the authenticity and trust of your E-commerce website. Try to design a video that has a smooth integration into the website design without compromising the customer experience.

Convert Reviews into Reels:

All online businesses must capitalise the popularity of short-video content by utilising customer reviews into captivating reels. Don’t forget to give visitors instruction by leading them to the website via the links provided so they may take desirable actions.

Handle Negative Reviews Effectively:

Address negative reviews of your product or services with immediate and attentive response in order to prove a high level of customer-satisfaction. Using negative feedback to nurture positive outcomes enhances brand reputation and helps in winning the trust of potential customers. Handling negative reviews with maturity convinces customers about the sincerity of the business about solving customer’s problems.

Encourage Customer Recommendations:

Encourage the happy customers to talk about their experience and recommend your product or service to others, especially through video testimonials. Give post purchase offers to encourage referrals and build word-of-mouth marketing through recommendations. 

Give Promo codes to  promote Offers or Products:

Create promo codes, showcase star rating and customer testimonials to endorse the trending products or new promotional offers. This strategy encourages buyers to reach a decision quickly.

Seek Credibility of Customers:

To maintain credibility, businesses can register with well-recognized online review platforms such as Yelp.  Furthermore, your business can also utilise the power of reputable review tools. These strategies help in the collection and exhibition of authentic and transparent reviews which promotes Brand’s credibility.

Organise Reviews:

Arrange the review process by categorising the feedback by presentation format, theme, or product characteristics. This systematic approach is the ideal pathway to be contacted by customers which is also beneficial in making the right decision in such a way that customers’ conversions are consistently optimised.

Conclusion:

The utilisation of user-generated content, including customer reviews and testimonials, in marketing strategies increases web traffic and conversions while reducing the bounce rate. In a nutshell, Encouraging customer reviews by adopting smart review strategies ensures improvement in brand value, builds consumer’s trust, and ultimately boosts sales.