How Leading Brands Are Increasing Sales by 18% with Customer Reviews

Leading brands are becoming smarter in how they use customer reviews to drive conversions, AOV and customer loyalty.

With over £23bn of UK consumer spending now being influenced by customer reviews, a good customer review strategy has become a no-brainer for Ecommerce sites. However, simply implementing customer reviews is no longer enough—leading brands are taking customer reviews to the next level to drive higher sales and business improvement.

We spoke with Richard Anson, Founder of Reevoo, to understand the latest customer review best practice and how businesses can leverage reviews to maximise conversions. In the interview (which is available to watch on-demand now), he shared a number of best practice tips—here are five that contribute the most to sales and business improvement:

1. Include scores in adverts

Many customer review strategies are focused around the point of conversion, but there can be benefits to incorporating customer reviews across the buyer journey.

For example, ad performance can increase by as much as 81% when review scores are incorporated into the ad. Brands like KIA are now successfully including customer reviews in TV adverts and showrooms to build trust and confidence with consumers.

Embedding review scores throughout the buying process can give you a longer-term impact from your customer review strategy, contributing to brand loyalty and, ultimately, better sales.


2. Tailor the review to the product or service

To ensure reviews are both easy for the reviewer and useful to the potential customer, it is worth investing time to ensure the structure of the review is relevant and tailored to the product or service being reviewed. For example, the questions you’d ask about purchasing a set of golf clubs should be very different from those you’d ask around purchasing a car—so adjust your questions accordingly.

Sticking with a vanilla “please review this product” for every product won’t provide useful information for your customers, and can end up harming your customer review strategy.

3. Respond to reviews

Brands should view each review as “another call centre opportunity” and respond to them, particularly the bad ones. Each review is an opportunity to privately or publicly engage with your customers and improve the customer experience.

4. Don’t suppress bad reviews!

With 95% of consumers suspecting censorship when only good reviews are displayed, trust can soon be eroded if bad reviews are suppressed. Trust is soon lost if consumers suspect reviews are not authentic.

Though it may sound counterintuitive, Reevoo have found that consumers are more likely to purchase as a result of bad reviews, with 70% of consumers trusting reviews more when there is a mix of good and bad feedback.

So—brands need to accept that bad reviews are good for business!

Customer Reviews

5. Mine customer review data

The data and content from customer reviews should be mined to drive business improvements in product and merchandising tactics, and inform buying teams of demand trends.

By following customer review best practice, brands are seeing 18% improvement comprising:

  • 11% increase in conversions
  • 5% improvement in return rates
  • 2% increase in AOV

6. Watch the interview in full

Want more expert advice on how to make the most out of your customer reviews strategy?

Get more best practice tips and learn about the future of customer reviews in our free, on-demand webinar with Reevoo’s Richard Anson.

Lee Duddell

Lee Duddell is the founder of WhatUsersDo.

During 20+ years of working in digital, Lee became increasingly frustrated with the amateurish way that companies were making important design decisions. Personal opinions, hunches and incomplete data were driving experience design. And not user insight.

Lee started WhatUsersDo to fix this by making user research and UX Testing business as usual.

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