Marketing Sharp-edged ratings and reviews

Online communication, whether it is with our familiar friends or those who like to share their own shopping experience, there is no doubt that E-commerce is now very socialized. And this speech report is a tool for discussing online marketing-ratings and reviews, the comment tool is a great example of a perfect win for customers and businesses: Customers win because they make the right choices and feel more confident about their shopping decisions; retailers and brand makers win, Because happy customers become their most effective sales assistants, they also make the communication between customers and customer satisfaction become better. How do you get more credible reviews? How can we maximize profits from these quality content?

You know, the reality is brutal, most retailers or brands do not play this key strategy, most of them still at the bottom of the learning curve groping, do not see any signs of rising. Of course, I think this is not to deny everything, after all, there are outstanding first to eat crabs, but the overall still very deficient.

1. Breadth

Ratings and reviews are mostly able to help boost sales for products that have it. So obviously we have reason to think that increasing the amount of comment for each product will increase your sales accordingly. We call this the social e-commerce scope (Social Commerce Coverage) and one of the most important successful drives.

The biggest hurdle at the moment is the low volume of comments: You can't get enough commentary, so your long tail is the final benefit. The best way is to be active. to tap into quality reviews, good social e-business practitioners go back to the most recent shoppers and actively push them for product reviews. The comment waiting for site visitors to contribute a lot of trust is a low return "game" (about 0.01% of visitors will leave their feelings). Performing correctly and actively reaping comments is not just a simple invitation to comment, but it can spur more commentary-about 15% of all buyers. If you follow and accept the industry's standards, you will learn that users who read the comments are often three times times more likely to translate than those who do not.

Therefore, the conversion rate from 50% to 80% of the profit is clear: the more product review contribution, will bring a higher conversion rate, with more repeat customers and higher order volume.

Always, you have to know, you can't sit there "grass boat Borrow Arrows", you have to take the initiative, the world who Initiative who has the opportunity!

2. Depth

How many comments are sufficient for a given product? According to the statistics of thousands of products and reviews, the answer is "the more the better"! Here are some statistics on the relationship between comment volume and conversion rate.

More trusted comments mean better conversion rates, for two reasons:

1 is the increasing trust. In the 10-point system based on 350 reviews, the 8.5 score is worse than the 2 reviews.

2 is a certain granularity of increasing relevance. More commentary means that there are more ways to show comments. So shoppers tend to ask people who have a similar hobby or they can highlight a single product.

Unless you're already making a lot of money, don't just tie yourself to the main products, pay attention to the long tail theory. I think the depth of the commentary is to ignore it. Depth is not a manually set value, but the common want to provide users with more sincere service heart, want to pass the quality of comments, color comments to attract them, let them rest assured that the heart will become a natural thing, we have a positive idea is to provide more comments, "Blossom, There is no sword in the hand, but a sword in the heart.

3. Speed

It seems that in each market, new products are often the most profitable products. So it is very effective to increase the conversion rate by positive optimization during the high profit golden period of the product. Make good use of this period of competitive differentiation, as much as possible to increase the amount of comments. The problem with new products is themselves. They are new, very few shoppers with related shopping experiences, and fewer people are prepared to share their experiences. In the first few weeks or months of the product's launch, the "Wait for Rain" strategy was the most painful and stupid. Keep in mind that new products tend to have an obstacle to buying. None of the customers would like to be "mice". The most rational shoppers need reassurance, and these are often only rated and commented to provide.

For example, now you're selling mircowidget,300 dollars, and once you've reached 100 reviews, you'll naturally sell more than 10% of the products.

Once the product is on the line, it must be against the clock. If you can quickly get a certain amount of comment, it means you are maximizing your income and profits. If you are slow, you will see the white money.

4. Influence

Until now, we hope we have built a stack of valuable intangible assets based on the content of comments. But why are we just limiting these things to your own web site? How do you extend your quality comments to the millions of of customers who may not have visited your site? Finally, the review aggregation synchronized debut!

For brands or manufacturers – Sync your comments to your online retailer, online distributor, and third party shopping parity site. For retailers – Sync your excellent service reviews to publishers, bloggers, and third party parity sites.

Don't lock your comments in "purdah", you know, with current technology, your data is available in other ways. "Springs can't shut, an affair comes." "Instead of being miserable, open up and give them freedom, you'll find that you've spread out a big net and the customers you're going to face will grow exponentially." At the same time, your influence is quietly increasing.

5. Trading volume

Many people tend to focus on transaction rates and comment volumes, but not everyone is clear about the relationship between collection and volume. If volume is your indicator, then you must target high quality comments. And why?

Synchronous aggregation-Remember that many pairs of eyes are watching your comments. These eyes affect the brain's mind and affect their click-buying behavior.

seo--User Create comment content mode is very beneficial to SEO, because this kind of behavior conforms to the natural characteristic, and the customer's language often will be full of the keyword with long tail effect.

Coverage-If your coverage is limited, your SEO results are limited: products without reviews will not see a surge in trading volumes.

Social media-A good review system encourages customers to share their comments with their friends on Facebook or Twitter. The result: trading volume.

In summary, the "Deal Builder" (Traffic-builder) has three components--get fresh comments, be new, and refine and improve search rankings. To be gifted, to actively encourage social sharing, is to enjoy. Trading volume is not the main reason to set comments on the site, but he can generate revenue. Whether White cat or black cat, catching mice is a good cat. So think positively about how to do it.

6. Trust

Make sure your comments are authentic, valid, and effective.

Customers are always smart: they know that not all comments are consistent, and not all are trustworthy. But false commentary often defeats the customer's confidence. At the same time, as an industry, we need to be very careful not to kill the future cash cow in gestation period.

Forgery often comes from all aspects:

Those who hate your brand will spread a lot of bad reviews, even though he hasn't bought the product; some seemingly good-looking "fools" who often work for your partner, so it is a wise act to comment on whatever is right; Some like "narcissism" People just like through hype to make themselves popular attention.

These actions will bring disaster to the whole industry. We hate it, so we have to design a sound business model to circumvent it. This means that the "openness" mentioned above is not that simple. Otherwise, you will put your products in the "abused" ocean. Of course, the ideal approach is to give comments to independent, credible third parties for brand management based on the customer's trust logo. This independence, effectiveness, and branding of the trust tag can make users feel that we are not in the "Muddy Waters" of this comment, which are trustworthy and have received a third party endorsement.

Perhaps we all know, but everyone still just know, do not understand, but not move!

This article link: http://www.socialbeta.cn/articles/six-essentials-of-rate-and-review.html

Compiling: Hoowolf

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