Conversion for client reviews: Leveraging customer feedback to boost sales

Online shoppers have choices

Thanks to the popularity of e-commerce and new payment technology trends, today’s online shoppers can treat themselves to a buffet of choices — and not just in terms of brands and products.

In a few clicks, they can compare prices, select from a range of online payment options (like credit cards, digital wallets, or even cryptocurrency), and pick between lightning-fast, same-day delivery versus cost-effective, slower alternatives.

While this abundance of options can be empowering, it may also lead to decision paralysis. Overwhelmed by the volume and variety of choices, shoppers may find it challenging to make a final decision, complicating what should be a straightforward shopping experience. That’s where reviews can help inform and inspire customers to purchase.

Still, there’s no one-size-fits-all formula for the perfect review. Businesses must understand what their customers are looking for and how to best showcase their experiences to drive sales.

The impact of evolving customer expectations

In this evolving landscape, small businesses face more challenges than ever. One of those challenges is tracking customer expectations and online shopping behaviors, which are constantly changing. Today’s customers don’t just want businesses to provide good products at affordable prices. Many expect businesses to go above and beyond by providing:

• Smooth checkout processes. Customers should be able to complete their purchase in a few steps, regardless of which device, app, or website they’re shopping on. That means they should be able to easily select their preferred payment methods and securely enter and save their information for future purchases.

• Fast and transparent shipping. Customers may be willing to pay extra or increase their order size in exchange for rapid and reliable shipping options, such as next-day or same-day delivery. They should also be able to track their shipment and follow up with the retailer or shipping provider if they have questions along the way.

• Multi-platform experiences. Since the pandemic and growing e-commerce boom, customers have become accustomed to multi-platform buying options like buy online, pick up in store or curbside pickup. These services offer a level of convenience for shoppers who want fast access to products.

• Sustainable practices. Many customers may prefer to shop more ethically from brands who use sustainable manufacturing, packaging, and shipping methods. Mindful about climate change, they’re looking for ways to decrease their carbon footprints and they want to support retailers that do the same.

• Real-time customer service. No more sitting on hold for three hours or waiting weeks for an email response from a nameless representative. Today’s customers expect immediate and effective customer service across direct channels like messaging apps, SMS text, live chats, and social media channels.

• Personalized marketing. Customers expect to feel seen and understood by marketing campaigns that are tailored to their unique behaviors and pain points. Especially if they’re faced with interruptive ads across channels, they may want those ads to appeal to their interests and match the content they’re already consuming.

• Loyalty rewards. Frequent customers may want perks and discounts in exchange for their loyalty. For instance, businesses might offer rewards like early access to new releases, free products or add-ons, and exclusive event invites.

• Data privacy and security. No one wants to be the victim of a data breach or identity theft. In today’s connected world, customers need to know that their sensitive information is protected and safely used by retailers. They may also want full transparency about how and where their data is being shared, along with options to agree or disagree to data sharing.

If it seems like the bar is set too high, the good news is there’s no need to feel overwhelmed. New e-commerce tools and technologies can help businesses meet these changing expectations by streamlining and automating operations — from customer engagement to inventory management. That said, it’s easy to fall into the trap of adopting every new tool that pops up. The key is to choose the right e-commerce platforms and tools that align with your business model and customer priorities.

The significance of customer reviews on conversion rates

So, how can shoppers find businesses that meet their specific preferences and check all their boxes? By researching customer reviews and evaluating their options before they buy. Around 74% of consumers check at least two review sites before making a purchase decision and more than half want to read detailed reviews about positive customer experiences. Customers’ top review platforms include Google, local news sites, Yelp, Facebook, and YouTube.²

By showcasing their glowing client reviews, businesses can:

• Build trust and credibility. Personal endorsements are often considered more trustworthy than conventional ads. In fact, almost half of consumers trust reviews as much as personal recommendations from family and friends.²

• Influence purchasing decisions. Reassurance and validation from other customers can sway on-the-fence shoppers and boost conversion rates.

• Enhance product understanding. Detailed reviews provide practical insights into the product's use cases, performance, features, and benefits. This allows customers to make more informed choices at checkout.

• Increase brand awareness. The more customers talk about your products and services across platforms, the more chances other people may have to discover your brand and learn what you have to offer. For example, customer reviews may help improve your search rankings and viewability on social platforms.

Conversely, while negative reviews may initially appear detrimental, they can actually increase brand transparency and credibility and are one way to build customer trust. Honest, critical feedback shows a brand isn't censoring customer opinions, which helps shoppers believe in the authenticity of positive reviews.

Utilize customer reviews to boost conversion rates

Ready to leverage customer reviews to drive sales? Use these tips to get started.

Showcase the power of positive reviews

Spotlighting the feedback of happy customers can help showcase your brand’s reputation and trustworthiness. Consider these strategies to put the spotlight on your positive reviews:

• Feature glowing reviews across your marketing content. Put these testimonials front and center on your homepage, product pages, and ads.

• Build a dedicated reviews page. Create a special section on your website where visitors can get a snapshot of positive customer feedback.

• Feature reviews at checkout. The deal isn’t done until customers click “Pay now” or “Buy now.” Help reduce cart abandonment and make that final push by highlighting reviews on your checkout page.

• Leverage social media. Use social platforms to source positive reviews and engage with happy customers. Also, showcase positive reviews in your social media marketing to help get the word out and demonstrate your commitment to customer satisfaction.

• Create case studies. Build downloadable assets or one-sheets around particularly favorable reviews. Use this opportunity to flesh out the full story of each client or customer and include standout quotes to illustrate their experience.

Don’t forget to take the initiative to source reviews yourself. After all, helpful feedback doesn’t just come to brands directly. Customers might use their own blogs, websites, or social platforms to make their voices heard and share their experiences. That’s why it’s important to frequently search for content created about your brand and keep tabs on message boards and pages where your community is active. For example, you can check Facebook groups that are popular among your target audience, search relevant hashtags on social apps, and set up Google search alerts for newly published pages.

Address concerns with negative reviews

Negative reviews can be a goldmine for customer insights. Use them to pinpoint improvement opportunities across your products, services, or overall customer experience. For example, negative reviews might reveal that customers are disappointed with a lack of payment options, slow shipping times, a difficult returns process, or product quality. Leverage these takeaways to optimize your strategies and meet customers’ needs.

Once you address specific concerns, openly share any measures taken to rectify the issues, which can demonstrate to customers that you’re listening and willing to improve. Also, consider delegating a team member to respond to all reviews to ensure nothing slips through the cracks.

Encourage more reviews

Are the review sections of your product pages looking sparse? It’s important to know how to get more reviews and encourage users to share their experiences. That’s where these tips can help:

• Make it easy. Provide clear instructions, CTAs, and accessible links on your website and emails. And use mobile optimization techniques to reach customers on smartphones and tablets.

• Send personalized follow-ups. Reach out to customers directly after they make a purchase to ask how their experiences are going and invite them to leave a review. You can use channels like email, SMS text, and push notifications to send these check-ins.

• Offer an incentive. Provide discounts, brand rewards, or loyalty points to motivate customers to submit their reviews. For example, you might offer a discount on their next purchase in exchange for their feedback.

• Optimize your presence on review platforms. Make sure your business is easily findable on platforms like Google Business Profiles and Yelp.

• Improve customer experiences. Give your shoppers an experience to rave about. Optimize checkout and keep your online store updated with the latest product offerings and inventory. This can help increase conversions and customer satisfaction.

Leverage reviews for marketing and advertising

Reviews are a powerful asset that can support the credibility of your marketing and advertising. For example, by highlighting real customer experiences in your ad campaigns, you infuse authenticity and trustworthiness into your messaging.

Consider using these strategies to leverage reviews in your marketing campaigns:

• Promote video testimonials. Beyond just written recommendations, video can be an engaging and impactful format for customer reviews. Customers can easily create their own videos, speaking directly to potential buyers and sharing their unfiltered experiences. For instance, customers might unbox and review products on YouTube, TikTok, or Instagram Reels.

• Highlight reviews on pay-per-click ads. On Google Ads, for example, businesses can add store ratings as part of their ad module, enticing searchers to click through to a website. As part of this feature, they can showcase their rating out of five stars, a link to read reviews, and a specific benefit that customers included in their reviews, like fast delivery times.

• Launch a user-generated content campaign. Send out a call for customers to create their own social media posts about their experiences with your brand. Then showcase the best submissions on your accounts. Putting the spotlight on happy customers can help improve brand credibility and nurture relationships. You can even gameify this process by offering a special discount or perk to top contributors.

Consider also using data on customer sentiments from reviews to refine your marketing strategies, specifically by crafting more personalized and targeted messaging.

Boost your conversion rates now

There’s no reason you have to rewrite the playbook when it comes to improving conversion rates. Yes, customer behaviors are evolving and new engagement platforms are emerging every day. As a result, shoppers have more choices than ever about how, when, and what to buy. The good news is, there are plenty of valuable strategies you can use to enhance customer experiences and motivate shoppers to complete their purchases.

Collecting customer reviews is just one of those strategies. Whether they’re in text or video form, these impactful pieces of content can help build trust and credibility and influence purchasing decisions. They can also educate customers, arming them with the first-hand accounts they need to make more informed choices at checkout.

To make the most of your reviews, consider showcasing them across your owned platforms and marketing campaigns, and offer certain rewards or incentives in exchange for honest feedback. Most importantly, remember that a great way to earn positive reviews and improve conversions is to deliver top-notch customer experiences — from the moment a shopper discovers your brand to the instant they click the “Complete Purchase” button.

PayPal is here to help you optimize your store and drive more sales. Learn more about how to increase e-commerce conversions and enhance customer experiences.