Customer reviews have completely changed the face of business and today nearly 80% of customers read a review before purchasing a product or service online. Reviews have also been shown to dramatically increase conversion rates online (some stats claim a 4.6% increase in conversions). But there is a dark side too; reviews can leave businesses vulnerable and demolish reputations. In today’s world, if just one bad review goes viral, a business can be completely destroyed. In many ways, our age is one in which the customer and not the business is the one in charge.
Unfortunately, apart from the bad reviews that are genuine complaints, there are many incidents of fraud, where companies have created bad reviews of their competitors just to make them look bad (there was a famous case where Samsung created bad reviews for HTC for example). And then there are often fake reviews, from annoyed or bored people who might not even be customers. In a climate in which it is so easy to fake an online presence, increasing measures are being taken to ensure the credibility and authenticity of online reviews.
Online reviews (provided they are authentic) provide a guaranteed stream of user generated content. This effectively translates into fresh and unique content for search engines, which dramatically improves search rankings for any business. This is a type of content that can really help differentiate products and services in search rankings. Reviews ultimately help to increase the breadth of language and content on a web page, driving more traffic to sites and especially long-tail traffic (ie. users with less conventional search terms).
While bad reviews might be negative, a few bad reviews have actually been shown to make websites appear more authentic. Just think of it – would you really believe there is a product or service out there with 100% positive reviews? It’s genuinely almost impossible to please all of the people all of the time, and a few bad reviews are nothing to be ashamed of. Having said that, it’s always important to react to reviews, to try and address the issues and to attempt to turn an angry customer into one that has received a high level of customer service.
In many ways, online reviews are a digital form of word of mouth. People trust other people who have first-hand experience much more than brands talking about their own strengths. And a word of mouth is as powerful as ever, accounting for 20-50% of all purchasing decisions. Today there is a wide range of online platforms that aim to facilitate this new form of digital word of mouth, but the majority of platforms are still relatively traditional text-based platforms or widgets.
Very recently there have been a number of new technologies, which use diverse media for reviews, and initial studies have shown that incorporating media other than text (so images, video and audio) can lead to an even greater positive response and higher conversion rates. Most websites remain stuck with traditional text-based reviews so this is actually a great way to differentiate an e-store while continuing to grow a trusted and trusting customer base.
Heyoya is a unique comment and reviews platform that brings voice to e-publishers and e-stores, improving sales and user engagement by allowing readers to express themselves beyond the medium of text. Heyoya is a game changer for websites and is proven to increase the quality of user-generated content while authenticating reviews and preventing spam and fraud.
For more information about Heyoya, or to start using Heyoya’s Receiver plan and start earning money today, click here.
Are you a website or e-store owner? Have you just completed the finishing touches on your incredible e-store, or written the latest brilliant article on current affairs? That’s great, but unfortunately, it doesn’t necessarily translate into higher user engagement. If you are creating content just for the pleasure of writing than who cares, BUT, if you are looking to increase conversion rates, improve user engagement and generally decrease bounces and increase web traffic, you need to do more than provide a great landing page.
There are no easy or miracle solutions to boosting user engagement, however, there are a lot of different strategies, tactics and technologies out there. The trick is to find the one or the mix, that works best for you and your site. But before you do any of that, it’s best to start with some data.
Do your research
In order to effectively engage your users, you should aim to find out as much about them and their habits as possible. You can do this by using your basic website analytics and gleaning as much info as possible. There are also a number of specialized analytics services and platforms that can help you analyze user data in greater depth. Each platform has its own strengths and weaknesses; for example, some are better with mobile analytics and some desktop, so it is worthwhile taking some time to look at the options and read up on what customers have to say.
Keep your users coming back for more
Many visitors will only ever come to your site once, and this is bad news when you are looking to increase engagement. So what can you do? One thing to keep in mind is the importance of first impressions. To keep users coming back, carefully think through the user experience of your site. Make sure you don’t overwhelm them with product descriptions or content so you can have them gradually engage while you provide more and more value over time.
Engage beyond your site
It’s all well and good providing an excellent first impression and a great website experience, but sadly this won’t necessarily help much once users have logged off and forgotten all about the great article you just wrote. One way to keep them engaged is through retargeting campaigns, and this can be via email, web banners and more. It is vital to tap into your users’ actual interests though, because mindlessly sending website content or reminders to log in will just feel like spam. So once again, the focus should be on the value you can provide to readers or users.
Go beyond text
If you have a content site, you are probably focused primarily on the actual content of your site. Now, the text-based content itself is very important, but it is also important to utilize other mediums to keep audiences engaged and interested. For one thing, compelling or striking videos or images can go a long way. If you have an e-store, maybe you have already aced your product images, but you can still diversify the way you communicate with your customers. And a great way to do this could be to add some voice snippets or audio content to your site.
Heyoya is a unique comment and reviews platform that brings voice to e-publishers and e-stores, improving sales and user engagement by allowing readers to express themselves beyond the medium of text. Heyoya’s new Receiver plan allows for quick and easy below-the-fold monetization. Heyoya is a game changer for websites and is proven to increase brand affinity and the quality of user-generated content.
For more information about Heyoya, click here.