Why ecommerce companies should look at company reviews as well as product reviews

Why ecommerce companies should look at company reviews as well as product reviews

If you work for/run an eCommerce company you should know by now that it’s pretty much common sense to incorporate product reviews into your marketing mix. The evidence is undeniable (i’ve compiled a few of my favourite review statistics here), however there are far fewer articles looking at the benefits of online reviews of eCommerce companies themselves.

That’s what I want to talk about. Why? Because I have seen the benefits myself, and because I currently work in a business that values company reviews as much as product reviews. I live and breathe this every day, and this is exactly what I have found (backed up by a few statistics).

Reviews in any form are important to eCommerce businesses. Why? Because what people think of the company they are buying from means as much as the products they are in turn considering purchasing. After all, 80% of companies say they deliver superior customer service. But guess what? Only 8% of their customers agree (Jaybaer.com, 2016). In addition 63% of consumers are more likely to purchase from a site if it has product ratings and reviews (iPerceptions, 2011).

There is no better way for you to display how good you are than by letting other people write it. At the end of the day, put yourself in the customers shoes, and be honest with yourself . . . are you more likely to believe what a company says, or what other people, your peers are saying?

Yeah I thought so, unfortunately (or fortunately depending on your point of view) people believe people over businesses.

Why is this important to eCommerce businesses?

The answer is simple. Encourage your customers to not only leave reviews on products brought and owned, but also on the business. Because, both types of reviews mean very different things in online retail.

Whilst product reviews focus on the specifics about particular goods and services sold by the company. This is important to people towards the end of their search. This helps aid the final purchase decision.

However, reviews of the company are more of a reflection on the companies delivery times, customer service, product range, user experience and so on. This means a lot to some customers, and is looked at much earlier in the customer journey. Also according to Comscore when it comes to quality of service, consumers are willing to pay up to 99% more for an excellent rating than a good rating (depending upon product category).

Therefore, I can conclude from this brief article that for eCommerce companies, company reviews can be just as important as product reviews for generating sales. Yet still only 26% of the 137 top retailers surveyed offered customer rating and reviews (Forrester). This is something that needs to change, and if you’ve read any other articles i’ve written you’ll also understand there are so many more benefits to reviews than simply selling more stuff . . .

Ben M Roberts ♣💻♣
Head of Marketing at Talkative ✔️ Digital Marketing Strategist ✔️ Speaker ✔️ Web Chat & Human Marketing ✔️ Podcaster ✔️
Price is no longer the ultimate differentiator for business big or small. Instead the digital age has given rise to two new powers; Online Reviews and Social Customer Service.

Online Reviews and Social Customer Service are two incredible tools for both customers and businesses alike. The problem is that customers are generally using them a lot better than businesses.

My goal is to help businesses use these tools for a number of reasons; to stand out from the crowd, to be able to continually improve their trading practices, to make customers want to come back, and to use these happy customers as an effective marketing tool.

In all of my marketing roles, I have worked hard to create a customer-centric approach to marketing. By doing this, I am able to encourage customers to leave Online Reviews of the business, allowing us to continually improve and consistency offer a service that meets and exceeds expectations.

I live and breathe Online Reviews. I speak and keynote about this topic around the country at conferences and seminars, so that I can teach my passion and encourage businesses to ‘Embrace the Reviewlution’.

As well as speaking about Online Reviews and Social Customer Service I also regularly blog on the subject at ben-m-roberts.com, write articles here on LinkedIn and I am in the process of writing my first business book entitled ‘The Online Reviewlution®’

I’m always keen to connect with people are share my experiences in the world of Marketing, Online Reviews and Social Customer Service. Here’s why you should get in touch:

7+ years marketing experience
Head of Marketing at a Top 100 UK insurance broker
Keynote Speaker at conferences around the UK
Writing my first Business Book ‘The Online Reviewlution’

If you are interested in connecting with me please do

You can contact me at ben@ben-m-roberts.com or via my website ben-m-roberts.com