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How to increase conversions on your website

Published on 05 June, 2018

Your SEO is on point, and you’re ranking well on Google. With site visits on the rise you’d expect to start seeing returns, but something’s not quite right. You’ve done a great job of leading the horse to water, but how do you make it drink?

There are so many tactics out there to help increase conversion rates on your website, but using genuine customer feedback is one of the simplest and most effective ways of doing so. 66% of consumers say they read reviews before making a purchase online, with 95% stating that reviews have some influence over their buying decision. They are a crucial trust signal for your business, helping instil confidence in your product or service, and playing a key role in the customer conversion process.

So, with reviews now such a prominent part of the customer journey, we took a look at five ways you can you use reviews more effectively to increase conversion rates on your website.

1. Make them visible

If you’re getting inundated with five-star reviews, don't be afraid to show it off. In fact, we encourage it! Prominently displaying your feedback score on your home page immediately increases a consumer’s trust and confidence in your business and its products.

By making customer reviews visible on your product pages, it’s more likely that a customer will complete a purchase. There’s nothing like a personal recommendation to help you feel like you’re making the right decision. Just including reviews on a product page can increase conversion rates by 13%, but placing them close to call-to-action buttons, such as “Buy Now” or “Get Quote”, can increase this even further, by 8% on average.

Individual product reviews are great, but never underestimate the power of reviews about your overall service. People are far more likely to buy if they feel the entire customer experience is smooth and reliable.

2. Make them social

The likelihood is you use more than just a website to promote your business. You probably have a social media presence, a newsletter and may even be running some banner ads online. Each of these channels drives traffic to your website, and more often than not are the first touchpoints potential new customers have with your business. Therefore, it’s crucial that you do all you can to help nudge them towards converting right off the bat by displaying a consistent message across these channels that helps instil trust in your business.

Displaying your star rating, or a positive quote, in your banner ads is proven to increase click through rates to your website. Incorporating real customer reviews at these early stages of the customer journey provides the perfect platform to shout about all the awesome stuff your customers are saying about you; and is a great way to paint a positive picture of your company that your customers can buy into from the outset.

3. Make them useful

To ensure that your reviews are working as hard as possible towards converting visitors into customers, make sure to display reviews that are relevant to the product or service that you offer. Providing shoppers with the right information, in the right place, at the right time can be enough to tip the balance in your favour, especially if the road taken to get there has been paved with trust signals. 

The more relevant a review is to a customer, the more likely it is to have a positive impact on their buying decision. Programmes, like Feefo’s Smart Themes, use machine learning to track customer sentiment across reviews, deciding what the most popular themes are, and collating reviews into convenient topics, such as price, delivery, service quality, etc.

This creates a customer journey based around convenience and speed. It removes many of the barriers for consumers who are only interested in the information that matters most to them; reducing the time from page to purchase, and helping increase overall conversions by giving shoppers the confidence to make more informed buying decisions.

4. Make them genuine

Consumers have never been more informed when it comes to making decisions on what to buy, and can tell more often than not when they’re being blatantly marketed to. So, make sure they never have the opportunity to doubt you by only collecting and displaying real reviews, from real people. Yes - even the negative stuff! Nobody is perfect and by posting the negative alongside the positive it makes sure your reviews appear fair, balanced and above all, truthful.

People ultimately do business with people they like and trust! Using an independently verified reviews platform shows you value transparency. Whilst being seen actively responding to negative feedback, especially in a public forum, shows that you’re willing to take responsibility, and take positive steps to improve your service and solve customer complaints. By going the extra mile to showcase you’re a genuine, caring business, you’ll start to create a brand that consumers believe in and want to buy from!

5. Make it personal

People shopping online are 64% more likely to make a purchase after watching a related video. By encouraging your customers to include images of the product they’re reviewing, or even better, send in their feedback in the form of a video review, you can turn a potentially bland piece of feedback into an engaging, personal review that resonates strongly with your customers.

The power of reviews

Customer reviews, if used correctly, can be a powerful tool to turn casual browsers into engaged customers. Integrating feedback across your communication channels in an authentic way, that is genuinely useful to consumers, can help improve your conversion rates and establish a brand that people believe in and want to buy from.

At Feefo, we can provide you with the knowledge and tools to create better customer experiences, grow your brand and generate more sales - all through the power of real customer reviews.  

Speak to us today to find out how reviews can help improve conversion rates on your website.