Word of mouth marketing is king of the advertising world, especially for e-commerce businesses. 85% of consumers trust online reviews as much as personal recommendations. If you want to convince browsers to purchase your product, you need social proof through product reviews.
Positive reviews on Amazon help:
- Boost brand reputation and credibility
- Improve sales conversion
- Put you ahead of your competition
- Win the Buy Box
- Encourage repeat purchases and loyal customers
- Impact your seller ranking (BSR)
The more positive reviews you have, the better you look to Amazon’s search algorithm. A high number of quality reviews tells Amazon that customers love your product, which means Amazon wants to put it towards the top of the listing.
This improved search optimization can drastically improve your sales by improving your visibility and traffic. Plus, you’re more likely to convert customers with those positive reviews. This leads to more sales, which in turn lends itself to more positive reviews. This lends itself to a cycle of sales and profits!
But how do you get in this cycle? How do you generate positive reviews for your Amazon listing?
1. Create a follow-up email campaign.
After someone purchases and receives your Amazon product, they have the option to leave a review. But most consumers forget to leave a review. In fact, it’s much more common for consumers to go out of their way to write a negative review than a positive one.
So you need to remind your customers to review the product. The best way to remind them is through a follow-up email campaign.
This should thank the customer for their purchase and request a review of the product. You don’t want to beg for reviews, but you want to ask your customer for their honest input. This shows the customer you care about their feedback—while also getting more reviews for your listing.
But Amazon doesn’t give you access to customer information. (They want to retain their own customers.) So you have to contact customers through the Seller Central Buyer Message system.
Amazon allows you to customize your messages through the Feedback Manager on your Seller Central dashboard. You can also use a third-party emailing software that’s integrated with the Amazon platform.
We recommend Feedback Genius, which not only helps generate more feedback but can also monitor your reviews to make sure you’re going strong in the eyes of your customers. It offers automated and customizable emails, A/B testing, message analytics, and integration with Seller Central. The best part about Feedback Genius is that they are able to time the automated emails in accordance with shipping tracking information, so the messages reach the customer at the ideal time for review generation.
Note:Make sure that your emails are branded. Write in your brand voice to maintain consistency and engender customer loyalty.
2. Know how to ask for reviews.
How you ask for reviews is just as important as asking for them at all. This is partially due to Amazon’s strict rules about how you solicit reviews, but it’s also because you want to get into the psychology of your consumer.
First and foremost, Amazon does not allow you to specifically ask for positive reviews. So, you can’t write in a message, “If you love our product, be sure to leave a good review,” or “if you leave a good review, we’ll send you a coupon.” Amazon can prevent you from sending follow-up emails, or they can suspend your account altogether.
Besides, customers don’t respond to this kind of language anyway. They see it for what it is—a solicitation. This can even start to lose some of your brand credibility because you can come off as “desperate” for reviews. Plus, this kind of solicitation language can put a bad taste in their mouth—so they’re less likely to leave a positive review, even if they really loved your product.
Instead, use language like:
- We value your insight, so we look forward to your feedback.
- Don’t forget to share your experience with other shoppers.
- Your opinion matters to us because it helps us to grow.
- Don’t forget to leave an honest review.
This shows customers that they matter to you. This becomes more about their feedback, rather than gaining a listing review itself.
3. Focus on customer service.
Amazon customers care about two things: product and service. If you offer a quality product, you’re more likely to get good reviews. But even more importantly, if you have strong customer service and branding, you’ll get positive reviews.
Consumers care more about the brands they work with than even the products they get. If two companies deliver equivalent products, consumers will always choose to buy from the brand that has strong customer service.
That’s why Zappos grew so exponentially at the initiation of e-commerce. They sold shoes—shoes that a lot of other companies were also selling. But they provided free returns, 24/7 customer service support, and a strong brand. This differentiated them by putting the emphasis on service, even over shoes.
So what does good customer service look like?
- Respond to customer inquiries within 24 hours.
- Present unhappy customers with resolutions within 24 hours.
- Offer multiple shipping options.
- Simplify the process for returns and exchanges.
- Have your own website, which incorporates FAQ and Contact sections.
- Be mobile accessible.
- Utilize technology to streamline processes.
The best way to get positive reviews is by responding confidently to a problematic situation. If you can turn an unhappy customer into a happy one by offering a resolution to their problem, you’re almost always guaranteed to get a positive review in response.
3. Request reviews through social media.
You can actually get more reviews on your Amazon listing by reaching out to your customer base through non-Amazon channels.
You don’t want to be aggressive when asking your customers for reviews. But it’s okay to use your social platforms to encourage a deeper engagement with your audience.
For example, you might create a Facebook post that says, “We’re a small business. Your reviews help us grow, so we can keep delivering our awesome products to you.” Or you might have an Instagram picture with a lifestyle photo of a customer using your product, and you can subtly encourage your customers to share their own photos and reviews.
Keep in mind, though, that Amazon doesn’t allow you to offer incentives or coupons to buyers for leaving a positive review. However, you can host a general “sweepstakes” or “giveaways” for customers who provide you with some feedback. Be careful how you run this kind of program, though.
Note: Ask for feedback in a way that is aligned with your brand.
4. Reach out to influencers and top reviewers.
You’re not allowed to incentivize for reviews. But you can market to people who want to review your products—and who have a lot of clout in the e-commerce world.
Did you know that there are Amazon reviewers who actually make a living reviewing Amazon products? They’re considered “top reviewers,” and they hold a lot of weight in the eyes of consumers as well as Amazon’s ranking algorithm.
So how do you reach these people in an appropriate, effective way so they’ll leave a review for you?
- Find the top reviewers by checking out the list of Amazon Top Reviewers.
- Search for that reviewer on Amazon, and look at their most used tags to see if they are relevant to your product.
- Keep track of the reviewers that could be useful for your business.
- Find their emails. Most popular reviewers have it on their Amazon profile. But if not, you can also reach out through your business’s social media pages.
- Reach out with a thoughtful—not sales-y—note. You can offer to send them a product for free because you value their opinion, or you can simply alert them to your product to see if they are interested in purchasing. Keep in mind that personalized messages have a greater chance of reply, so don’t be afraid to do some online digging before reaching out.
- Thank them for their time, whether or not they want to try out your product.
Don’t be aggressive or demanding. Show them why your product is relevant to their desired lifestyle. Don’t be afraid to butter them up a little bit. And remember to write your message to them in your brand voice, so they can get a better idea of your product and business.
5. Get more sales.
The more sales you have, the more opportunities you have to gain reviews. If you only make one sale, you’ll only have one potential review. (Plus, you have to consider that at least half of your customers won’t leave a review.)
Sometimes, the best way to get a large volume of sales is by hosting a promotion. This could include a flash sale or Lightning Deal, which encourages a high volume of traffic and sales in a short period of time. Then, you can host a strong email follow-up campaign to gather the reviews from that sale.
Getting more sales is an intricate, delicate, and extensive process. Contact Seller’s Choice to create a sales strategy that can help effectively boost your conversion and gain more reviews.
Note: No fake reviews.
You can buy Amazon reviews… but you shouldn’t. This can land you in the same hot water as the Twitter fake followers scandal. Fake reviews can make your product look good at first glance, but they can absolutely kill your business long-term. Not only does Amazon not allow this, customers can usually see right through it. Stick to the real way to gain followers.
Positive reviews are the lifeblood of your e-commerce business. This social proof can gain visibility, boost conversion, grow your seller rank, and help develop your business fast and effectively.
Getting positive reviews boils down to great customer service and a quality product. Deliver to your customers in the same way you want your own brands to deliver to you.
What could 100 positive reviews do for your business?
What about 1,000 positive reviews?
Contact Seller’s Choice now to start strategizing your business’s marketing and conversion plan towards ultimate positive review generation.
We look forward to hearing from you.