The Power of Product Reviews and Ratings on eCommerce Sites

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The Power of Product Reviews and Ratings on eCommerce Sites

In the world of eCommerce, product ratings and product reviews have become increasingly important. They provide valuable insights into the quality and performance of a product and play a crucial role in shaping customer perception and purchasing decisions. In this article, we will explore consumer product ratings and reviews, the value of embedding them into product pages directly, and the benefits they offer for both customers and businesses.

What are Product Ratings? 

Consumer product ratings are a numerical or star-based system that allows customers to give a score to a product based on their experience with it. These ratings are typically displayed alongside the merchandise on an eCommerce site and often range from one to five stars, with five being the highest possible score. In some cases, an overall star rating of a product that is made up of a cumulative number is also featured. 

Product ratings are a quick and easy way for customers to communicate their satisfaction with a piece of merchandise or service. They are a short easily digestible format that eCommerce shoppers can use to quickly assess the quality of a product and compare it to other options, which can also save time and effort in the decision-making process. They also provide valuable feedback to the brand, allowing them to see which products are performing well and which ones may need improvement.

User Generated Content Reviews

Product reviews represent a quintessential form of User Generated Content (UGC) in which consumers share their experiences and opinions about products they’ve purchased. These User Generated Content reviews are pivotal in informing potential buyers, offering authentic insights into product performance, quality, and usability. By leveraging the collective wisdom of users, User Generated Content reviews democratise feedback, empowering consumers to make informed decisions. Through platforms like online marketplaces and social media, User Generated Content reviews facilitate a community-driven approach to consumer feedback, fostering trust and camaraderie among users. In essence, product reviews epitomise the significance and influence of User Generated Content reviews in shaping consumer behaviour and shaping market dynamics.

What are Product Reviews?

Product reviews are written comments or descriptions left by customers who have purchased and used a particular item. Unlike ratings, product reviews contain written feedback that offers a more detailed and nuanced understanding of the product’s quality, performance, and features from the perspective of other customers. This information can be invaluable to potential customers who are looking for specific information about the item they are about to purchase or have specific concerns they want to see addressed prior to making a purchase. 

Consumer product ratings and written product reviews complement each other well, and when used in combination they provide a more comprehensive picture of a product’s performance from the consumer perspective.

Why Should Brands Integrate Product Reviews and Ratings Directly onto Product Pages? 

Including star ratings and written reviews on product pages of eCommerce websites can enhance the shopping experience by allowing customers to see what others have thought of the product before making a purchase. Including both product reviews and star ratings on a product page can be beneficial because they work hand in hand to provide potential customers with a comprehensive understanding of the product. 

Reviews can provide details about the product that may not be included in the product description, such as its durability, comfort, or ease of use. They can also give insight into the customer service provided by the company, which can affect a customer’s decision to buy from them again in the future. Overall, incorporating product reviews into product pages can increase customer trust, boost sales, and improve brand reputation.

Once a consumer is on an eCommerce and has journeyed through to the item they have selected, leaving the website to search for product reviews on a secondary website can mean that they don’t end up journeying back to the website. This delays and potentially prevents an eventual sale.  

Review and rating platforms like the solutions offered by Flowbox allow a steady flow of relevant product reviews and ratings to be added to product pages. By integrating product reviews into the product page directly brands can speed up the purchase process by offering consumers the information needed to complete the purchase without them having to go elsewhere for trustworthy consumer feedback. By embedding reviews directly on the product pages, businesses can keep customers engaged and prevent them from leaving the site, ultimately increasing the likelihood of completing a purchase.

Benefits of Consumer Product Ratings and Reviews

Consumer product ratings and reviews offer numerous advantages for both businesses and customers, especially when they are integrated into the shopping journey on an eCommerce website by embedding them into product pages. Some of the main benefits for brands who opt for integrating product-specific customer feedback into their eCommerce journey at this pivotal point of sale include: 

  1. Added User Generated Content
  2. Increased sales
  3. Improved SEO
  4. Better product development
  5. Enhanced customer engagement and loyalty

1. Added User Generated Content

Product reviews are a form of User Generated Content that can provide valuable information to potential customers. Written reviews can help to increase the amount of User Generated Content on a website leading to improvement in overall website engagement and building a trustworthy sense of community around a brand. 

When customers share their experiences and opinions through reviews, it creates an added form of dialogue and interaction between customers and the brand. This adds depth and authenticity to the product pages but also encourages other customers to contribute their own feedback, creating a virtuous cycle of engagement and content creation. This coupled with other forms of UGC like photos and videos gathered from social media functions reinforces this and creates an ideal eCommerce shopping journey that offers the kind of authentic experience that consumers have come to expect.

2. Increased Sales

Consumer product ratings and written feedback are perhaps more vital than ever as they can significantly impact sales. This is because customer reviews are a digital form of word-of-mouth-marketing providing social proof the helps to build trust with customers. When shoppers see positive reviews, they are more likely to make a purchase, leading to increased sales for businesses. 

3. Improved SEO

The incorporation of consumer reviews can also improve a company’s search engine optimisation (SEO). When customers write reviews, they often use keywords and phrases that are relevant to the merchandise or service on offer. This can help to improve the visibility of the relevant goods on sale in search results. Additionally, search engines like Google prioritise User Generated Content, such as reviews, in their algorithms, which can help to improve a website’s ranking. Brands are better off boosting the rankings of their own eCommerce website by hosting reviews on their site directly, rather than reviews being displayed on separate review websites. 

4. Better Product Development

Consumer ratings and testimonials can also help businesses to improve their products. By analyzing customer feedback, companies can identify areas where their products are succeeding and where they can make improvements. This can lead to better product development, increased customer satisfaction, and improved sales in the long term. 

5. Enhanced Customer Engagement and Loyalty

Product-specific consumer feedback can also enhance customer engagement and loyalty. When businesses are transparent about consumer opinions, whether they are positive or negative, it shows customers that their opinions are valued. This can help to build trust and loyalty, as customers feel that the company cares about their feedback and is working to improve their experience. Additionally, customers are more likely to return to a company that values their opinions, leading to increased customer loyalty.

Capture and Embed Product Reviews and Ratings with Flowbox

Flowbox provides a comprehensive solution not only for embedding consumer product ratings and reviews directly into product pages but for capturing them as well. This platform empowers brands with the ability to display and collect customer reviews seamlessly throughout the customer journey, enhancing the shopping experience and providing valuable information where it matters most.  

One of the key advantages of Flowbox is its customizable review capture forms and display options. Brands can easily customise the wording, typography, and colours of the customer star rating and review capture forms to align with their eCommerce site’s branding. This ensures a cohesive and visually appealing integration of the review forms into the relevant product pages, allowing brands to maintain control over how the forms appear on their site. 

Flowbox's Customisable Product Review Form to collect Ratings and Reviews on Product Pages

Flowbox users can also customise a thank you page (using the same fields) that will appear after the consumer has finished submitting their review. This confirms to customers that their review has been officially submitted and adds a touch of appreciation for their valuable feedback.

Once collected, reviews and ratings can be moderated and managed within the Flowbox platform. Brands have full control over the display of reviews, which can be showcased on customisable widgets directly on product pages. This enhances the product pages with informative and authentic content, building trust and confidence among potential customers where it matters most: at the point of sale. 

The flexibility of the customisation options offered in capturing and displaying consumer product ratings and reviews provides brands with the best possible solution for integrating valuable feedback into their eCommerce journey seamlessly. 

To explore the capabilities of the Flowbox platform and discover how it can enhance your management of consumer product ratings, reviews, and visual content, book a demo today.