People Trust People. Simple and easy.

Nowadays, consumer trust has become a thorny issue for e-commerce entrepreneurs and marketing teams. The challenge lies in the fact that trust can’t be established quickly and can’t be forced down people’s throats through a myriad of advertisements. Now, and more than any other period, It is so hard to win the hearts of today’s connected consumers because they already came with a set of predisposed expectations about a product, previous experiences with similar brands, and prior information received from family, friends, or online media.

As a matter of fact, each purchase decision has become an informed one which means that the new generation of consumers are actually more knowledgeable and less loyal than the old generation. In other words, the scope of customer experience is changing, and people are increasingly seeking advice from others, and are referring to real people, whom they can trust, and whose views can largely influence their buying decisions.
In this context, businesses have to continually show potential customers that they can trust them. How is that? Not only must companies focus on delivering amazing marketing and sales winning interactions, but they should also touch more on the word-of-mouth customer recommendations, which is an efficient form of advertising most customers trust.

Winning hearts means winning wallets.

Word-of-mouth marketing is a touchdown in the world of customer acquisition. In reality, customers are no longer looking for a product, but they are looking for rather similar experiences that can catch their attention to a product. And in this era of exponentially disruptive technological change, referred to as the Fourth Industrial Revolution, these experiences are often found online. People are virtually looking for other’s real life experiences and your job as a marketer or an e-commerce entrepreneur is to actually turn these research-obsessed and curious customers into verified life-long online purchasers.
According to Trustpilot’s* survey conducted in 2020, approximately 89% of consumers worldwide make the effort to read online reviews before buying products. This implies that people trust a business more after reading positive online reviews which means that online reviews are not only playing a great role in the consumer decision making model, but also enticing your consumers “to fall in love with your brand”, a feeling that is often vehiculated implicitly while reading their fellow consumers’ opinions whom they believe and trust.
With the coronavirus outbreak, and with more people choosing to experience online buying experiences , the importance of peer review and the transforming power it holds over consumers’ purchase journeys has never been more significant. Consequently, consumer spending has become potentially influenced by online reviews. And for that, business owners have to pay a great deal of attention to harnessing the power of the user-generated-content marketing techniques, such as online reviews and testimonials and integrate them into their marketing strategies.
But online customer reviews are tricky. Collecting them, integrating them into your website, and verifying their authenticity might be a little harder than you think.

It sounds like an easy task, but it’s not.

Even though it sounds like an easy task, collecting customer feedback online might take a little bit of effort.

Collecting online Reviews:

The process of collecting customer reviews can go both ways. Either you have a team member dedicated only and solely to collecting and following up with reviews on a day-to-day basis, or you remember it only when a negative review pops up because your marketing team has already much more to do. We know, it is time-consuming and It can be really exhausting.

Featuring Reviews:

Featuring reviews just for the sake of featuring them may not be sufficient to convince customers. E-commerce websites tend to put the reviews in lower sections. And more often than not, most of these reviews are one-phrase-textual-format ones. Let's be honest, not everyone scrolls down to review sections all the time and this is not the greatest way to throw social proof into your product.

Fake Reviews:

Yes, it is true, even if you found a solution that saves you up time and energy to collect reviews, customer reviews on e-commerce sites have become suspect because manipulating them has become the trend. This Is a serious problem even for big companies like Google, as consumers have a zero-tolerance attitude towards fraudulent reviews.
Without further ado, the whole purpose of an online review is to provide people with real experiences from real people that should be seen as trustworthy tastemakers. So, how can you ace that race?

We got your back: Video reviews, your “new window shopping”*.

One of the best ways to use customer review is to share it. Let’s explore different ways you can draw in more curious consumers! Widely trusted, and powerful, user-generated-content accompanies the consumer throughout the whole shopping journey, from acquisition to retention. A video content generated by a user is, definitely, more influential. Let’s scrutinize the different stages a potential customer goes through:

Brand Awareness:

videos are a great and easy way to grab your potential customers’ attention. Using video ads as part of your acquisition strategy, for instance, increases the likelihood that the customer will click the link (shop now, know more etc..). Now, imagine using a video-format customer review in your ads, it will be even a more attractive and trustworthy ad to be clicked.

Consideration:

What’s the next best thing to actually “try before you buy” a product if you can’t visit a store to check it in person? It is Watching another person using it. Yes, you guessed it right, a genuine video review from a fellow user can move away all the feelings of doubt a potential consumer can have when intending to buy a product.

Purchase:

add value before you sell is your way to go: you should harness the power of social proof and utilize user-generated content to add value to your potential consumers. A video review would do the job and more. When someone lands on your page, the likelihood for him to purchase typically peaks, and his feeling of trust intensifies, when encountered with a video of a real user testifying to his previous real-life experience.
Interestingly, according to a study conducted by Google*, more than 50,000 years of product review YouTube videos were watched on mobile in the past two years. This means that people are turning more to video content to find products, aspiration for similar products or testimonials that drive buying decisions.
Yes, we got your back. With our super-easy to install plug-in solution for collecting valuable video reviews from your web visitors, we offer you the opportunity to learn what isn’t working for them, help them help you, and why not turn their reviews into embeddable social proof.
References

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