How to spread the commodity evaluation and word-of-mouth in internet shopping?

Original: How to Engage Customers in Your commerce Website

One of the most powerful determinants of our buying decisions is the opinions of our friends and relatives. In the same way, most online shoppers now believe that buyers who buy the product are judged rather than the merchant. Fundamentally, we always believe in the "people on our side", even if we are not acquainted with him.

Joshua Porter describes an "Amazon effect" in his book Social network design (designing for the Social Web). He observed in the study that people always start their shopping from Amazon (translator: In China, people often start their online shopping from Taobao). The reason for them is not that Amazon is better or that they already have an Amazon account; they simply feel that they can find the information that shoppers offer in the Amazon. They want to know the truth, not the hype of the advertising cliché.

Amazon's certified purchase tag adds credibility to the review

The evaluation score shown in Google's search results

The translator adds: Taobao accumulates the customer's evaluation as the grading system of the shop

User evaluation is to put the double-sided blade

User ratings like Amazon are a valuable service for your customers and bring some benefits. How much information you have about your product is actually not very meaningful, and its essence determines the user's bias towards it. People who have used your product have a story evaluation and a rating that can cause a sense of trust, and this is a simple product introduction page that will never be able to do. The words of the reviewers (and also a true story about the product) often create a living person that we can identify. Good stories are easy to understand and remember. They showed us how the product works in real life and has an effect. They also provide a real sense of objectivity to potential customers.

First, evaluation and scoring can produce conversion rates, and Hayneedle has increased by 26% after showing user feedback. According to Powerreviews's report, this figure may be higher. While negative evaluations are not completely detrimental to sales, they do not have to be too much of a concern, as reviewers are more likely than negative evaluations to give positive evaluations (the source: The truth about user evaluations in online shopping). Even if some of your unattractive products lose some sales, you will win and sell more good products in the end.

Moreover, negative evaluations are not always bad. As John McAteer, Google's retail consulting director, said: "No one will believe all positive reviews." In the absence of a bad comment, the viewer assumes that you have forged the evaluation. Nobody is perfect-and so is the product and service. Potential customers want to know what's wrong with this thing. But if they don't resonate with the critics, they may want to buy your product. (Extended reading: Why do people write evaluations)

People sometimes just want to read negative information because they have a good impression of the product, and then (intentionally or unintentionally) want to know the shortcomings that the supplier has not mentioned. A false bad comment can tempt people to give praise to weaken the bad reviews that contradict their preferences.

An evaluation of hammocks.com (Hayneedle's website)

Getting a quality evaluation can help you reduce the return rate (translators: foreign countries should have no reason to return it), and may help you shift the focus from low evaluation products to the popular category. Customer feedback can keep the product page constantly updated, which is even more important for young shoppers who are passionate about social content and customer ratings. The user lacks trust in the evaluation of the expiration. For example, the replacement of a product is not reflected in the evaluation. Or vice versa: perhaps a new version of the product has some new shortcomings have not been found.

Online store comments on the latest BlackBerry. This page might be better if you put the latest reviews on top.

Content and Good keywords can also help your search optimization. Allow search engines such as Google to find everything in the same place, putting all comments and evaluations on the same page-just as Amazon did. Moreover, the user does not mind using the scroll bar in most cases, but it is more annoying to wait for the content of the page after clicking (Translator: Feel that this is still to be based on their content and load time to achieve an optimal balance.) )

User-generated content (UGC) also has a further risk. For example, competitors can publish bogus evaluations at your site (mostly negative). To avoid this kind of situation, we need to review the evaluation, and invite users to report their comments that they feel the problem. Evaluation audit is a very useful tool (translator: Also very time-consuming and laborious), but you need to use it very responsibly. If you are not careful, you may develop a habit of deleting comments that will help your business. Audits should be based solely on evaluations that contain untrue content or spam without any valuable information. Alternatively, it might be better to simply express your opinion on the comment.

Translator additions: Taobao's bad reviews and sellers explain.

Be transparent, open and truthful: reply to explain why this is the case, and tell other features or benefits of the product or service to mitigate the user's negative feelings. In fact, if your response is reasonable and helpful, you may be able to win their loyalty by recommending products from other businesses that are more responsive to customers ' preferences. If you have a significant number of active reviewers, these reviews and positive effects will mask these negative comments.

In the next few paragraphs, we'll analyze how you can get quality feedback from users and share them with viewers. We will focus on scoring, evaluation, resulting interactions, and sharing. Obviously, there are a number of other ways to attract users (which we may discuss in later articles), but doing so will definitely help improve your business.

The following recommendations are mainly focused on ease of use. Obviously, people will never simply start writing a lot of evaluations and scoring on your product immediately because of these improvements. Start all the way down the line or offline and take the benefits you can give. Contact the buyer at the end of the transaction to leave a comment. Use coupons, partitioning, contests, bonuses, and mail campaigns to drive them. Using these tools is something you have to do, especially when your web surfers are not keen on your product.

Rating

Scoring is a quick but rough way to collect valuable information from users. The score can be completed in a second, so they will not disturb the user's main task and (in most cases) not require them to log on (the validity of the score may be challenged). Since scoring is a simple tool, make sure it's easy to use and come straight to the point: small differences with habits can also affect its ease of use.

In order to maximize effective use, a 5-component table that uses metaphors such as stars, or a poll count against the thumbs down, is a pretty good idea. A site with loyal or deep users may try to add value points or humor by using symbols other than stars or gestures, but most of the time it's not worth the effort. A specially educated user or expert user may prefer a very system-specific approach. Using some of the less common metrics, such as seven Stars, is not a good idea and often leads to misunderstanding.

Add: Quick score of watercress

Allows people to buy a key evaluation, and the mouse after the evaluation of the Star (or other evaluation symbol) highlighted it, prompting the user here is clickable. Even if the scoring function is so obvious, the score level still needs to be labeled, such as "perfect", "good" and "Cup".

Ibeatyou has a unique set of scoring symbols that contain text descriptions

Ask the user for a rating to use very direct and accurate copy: Nothing can be clearer than "rate the product" (translator: Here is the English contextual usage, in the Chinese "to the product", "evaluates the products" are similar). Tell the user clearly which item to rate: According to the current context, it may be difficult to tell a brand, a product, or a customer service. And make sure your scoring tag is not ambiguous for novice users. Landscape users understand the scoring system, and they may not know what the score should be for customers, webmasters, manufacturers or independent experts.

When the user clicks on a score, clearly gives the result, at least as Ryz uses a different color to differentiate, which means that their ratings have been submitted and prevent users from repeating the vote.

Ryz use different colours to distinguish between ratings

Shopzilla use custom but easy to understand icons

Indicates the number of points scored because the five-star score from an active user is far from being matched by 100 five-star ratings from different clients. The relevance of the vote depends on the total number of votes given to the product. It may be a good idea to display each score in a table like itunes, because small differences make users more likely to believe that this is a composite result of their opinions.

Amazon displays evaluation details directly in the list

The grading information is always displayed on the Product Details page and allows the user to set or filter the score in the search results list. Place the score near the product name so the user can scan quickly. Information is the key, let users find it more convenient.

The score on the Argos appears next to the name of the product. "Highest Score" is a good way to view popular products

Get an evaluation

The key to getting an evaluation is to make it as simple as possible. Users in the beginning is always reluctant to contribute content, you can at the top of the page, let them simply click on the score next to the "Write evaluation" button to write an evaluation. If your product has multiple versions, indicate which product they are evaluating.

You can invite users to post comments by sending emails, but note that for your product, users need time to form an opinion. For electronic products, perhaps they will know whether to like them in a few days. For books, they take weeks or even months. For the latter, asking the purchaser to comment is a very annoying thing, and the other person may have prevented you from sending him a message.

"Write point evaluation" links on the Barns & Noble site

Amazon's Simple evaluation page

Since quality evaluations are critical, you may want to invite users to choose from a predefined comparison form, allowing them to suggest adding new items for you to filter. Let users set up their files-whether they are "deep user" or "occasional look" and so on. --and give some hints to explain how to better use the product. Your reviewers may not be professional writers; give them hints or copywriting how to write a good evaluation and, if possible, even one or two examples.

itunes tips for Reviewers

Compact Appliance the list of pros and cons defined on the site

Before submitting, the user should be able to preview the evaluations he will publish. Let the user adjust the data and modify the possible errors. At first it sounded a scary question, and in the end it might be a trivial thing to do, compared to the good experiences that the product ultimately brings to the user. Also, don't forget to tell the user what to do and when to publish. Do you need to audit or publish now? Language as easy as possible, do not blur.

Campact Appliance asked the reviewers to add more content. Asking too much is not a good idea, but prospects are better understood by the reviewers ' situation, geography and interests.

How to show comments

If you have a lot of comments on your site, it's important to make it easy for them to read. Scores can be shown in several ways: The total score shows the scores, the average points, the votes and weights of each score, and perhaps a clear indication of individual scoring and evaluation details. The latter should not merely show the comments themselves, but should also include summaries or extracts, evaluation times and relevant information from reviewers.

Add: Amoy Rivers and lakes in the Amoy share show the customer's purchase time and buyer's credit

In fact, potential customers need to be able to have a relationship with the evaluators; anonymous evaluations may help but lack trust. Once the evaluation is linked to information about the reviewers ' work, curricula vitae and careers, the review suddenly looks highly trustworthy.

A clear evaluation of the structure of Yahoo shopping

Displays the author's name link and the most concise information, such as address, rank, and user type. Click on these links to see their other comments, users can determine whether the user is trustworthy. As a webmaster, you should probably reward active reviewers. Give the reviewer a separate page to introduce himself and show all his comments. You also need to display a list of reviewers in the sidebar. Offering discounts or rewards to the most active users is a bit useful, but it also affects the objectivity of the user's evaluation, resulting in biased comments. The eyes of the masses are always sharp-they end up finding these biases and losing trust in your site.

Rate It all previous reviewers ' introduction

Rate It all it's easy to get to the reviewers, they really are real communities

Comet the name and address of the reviewers to help users judge these evaluations

It is also important that customers exchange views on an evaluation. If the review has other users ' responses, or other expressions of empathy, users will be more reliant on the evaluation and the objectivity of the reviewers. By showing people how useful this comment is, you can sort it out as a "useful" rating for the evaluation. In an evaluation of giving the user a way to respond or report the evaluation "is useful".

Compact Appliance allows useful information to be visible but not overemphasized

Amazon uses buttons to quickly gather feedback on comments

Comments need to be able to classify and filter. The most common screening factors are scoring and "usefulness." As the buzzillions in the following figure shows, we can also have more options-such as user type and date.

Buzzillions provides a number of ways to filter and classify. Critical information is always very eye-catching

Buzzillions the way to show users the most popular products

Rotten Tomatoes use percent expression score

GameSpot a sophisticated but well-designed scoring interface

Evaluation of the resulting interactive behavior

Mutual benefit and reciprocity is one of the most important basic concepts in the community. Users of reading reviews often add their opinions to these evaluations. They think they have an obligation to do something for the community after free access to valuable information. Whether it's an evaluation or a reply, no matter the length. Allowing feedback on evaluations can reduce the impact of exaggerated rhetoric or reduce the role of unfair evaluation.

The discussion about the user can participate in the commodity evaluation in the Taobao scouring lake

Scoring a vote on the evaluation can enhance the credibility of the evaluation. You can make the highest ratings. The vote provides a feedback to the evaluation, stimulating positive competition among reviewers in the user's attention and reputation. This approach is the most common way to express ideas for people who are not customers. Allowing them to vote and scoring also encouraged multiple participation.

Rate It all allows users to discuss and use buttons with simple feedback descriptions, such as "useful", "fun", "agree" and "disagree".

In most cases, the discussion of evaluation generated interaction and increased the value of gold. People can use discussions to provide valuable feedback to reviewers, correct errors, recommend other products, and link to reviews of other pages or related products. Instead of deleting negative evaluations, you can use the discussion to honestly confront the voice of criticism.

The discussion of the threat to evaluation can be transformed into an interesting and natural exchange of products in a real context. Use the first line of abbreviations to display replies, or directly in order and give "reply" links.

Conclusion

Allow users to simply participate in your product page interaction is an important part of E-commerce site. Your environment should be attractive enough to allow loyal users to participate in the evaluation and treat dissatisfied customers equally. Negative evaluation can produce the same effect as positive evaluation, even more useful. Sometimes, if you respond to comments and give questions and solutions, you can easily turn negative evaluations into positive evaluations. If your loyal users are on your side, you will have the opportunity to make a comment about this set of customers without a full mark leave. Once you start to evaluate, you can start building q&a, tagging systems, video ratings, favorites and product forums, and so on.

When the site has a rating and evaluation, the most important task is to focus on the exchange of ideas. Visual attention to the simple and understandable expression, using the most consistent with the user's psychological form of the paradigm.

The score can be shown separately or combined with the evaluation. Complex forms and empty evaluation pages are certainly not going to work. You have to be a pro. Join these exchanges and answer questions. Start with a community network (microblogging, SNS) and provide real information. When your system is working as planned, focus on your reviewers and make your site a comfortable and active place to express itself.

Translator:

About the organization and interactive design of the shopping evaluation, this article elaborated more detailed. But at home and abroad, the network ecology and user habits are slightly different, I am here to talk about their own humble opinion:

From the content source, the shopping appraisal and the product appraisal should look separately, the product appraisal generally by the profession expert full-time writing provides to the evaluation website. The trend of the domestic network industry ecology is strong, the writer is often not the buyer's advocate, so it can be understood as "not the consumer side of the people." However, the information provided by professional contributors is often more detailed, and the problem is further elaborated. In the purchase of high prices, high technical content of products (digital, automotive, etc.), such evaluation of the guidance of more strong. Because such websites often use forum accounts to participate in the discussion, page design to enable users to quickly log in.

Users ' comments on the product evaluation of Hummingbird Network

From the site type, the Consumer-to-consumer site's shopping reviews are more focused on business services, and the business-to-business site reviews more about the product itself. Due to the fundamental differences in the business structure, the Consumer-to-consumer site's shopping commentary on the same product (note not a commodity) is relatively fragmented, and a reasonable re organization is the key to making these comments effective in helping other users with their shopping decisions. Taobao, users can search for other users to share out the shopping evaluation, and soon can also be accessed through the category.

Taobao users share the public shopping evaluation search

The shopping evaluation is the content that the user produces directly, the reference value is uneven, the designer should try to present the meaningful content in front of the user. Taobao's product evaluation list, there are comments on the content of the evaluation is always preferred to show. In addition, the purchase and use of goods often have time interval, if you want more access to feedback on product use, shopping evaluation should retain the entrance of the supplementary evaluation. User description and evaluation of goods is a continuous process, no matter how limited space, should try to make the shopping evaluation and product description appear in the same page. If possible, information and operations on evaluation responses and discussions should be shown together.

Taobao Commodity evaluation List

The author holds high expectations for the exchange of views among users in the shopping review. But shopping site users online time is generally not long, users in shopping decisions often can not immediately get feedback from the reviewers. Sometimes some reviewers may regard such shopping counseling as harassment and set their own evaluations as anonymous evaluations. In practice, this exchange of views is not common. Perhaps closer community relations (SNS, groups, etc.) are the basis for a more active exchange of views among relatives and friends.

The sharing group on Taobao products in watercress

In short, the Network shopping evaluation information display and related product design should be intuitive, fair, open as the fundamental principle. The necessary evaluation review is mainly to guarantee the objective truth of the evaluation, rather than to control the production of negative speech. Translators are limited in their level, and there is a place for mistakes.

Original address: http://ued.taobao.com/blog/2010/07/01/%e7%bd%91%e8%b4%ad%e4%b8%ad%e7%9a%84%e5%95%86%e5%93%81%e8%af%84% e4%bb%b7%e4%b8%8e%e5%8f%a3%e7%a2%91%e4%bc%a0%e6%92%ad-%e8%af%91/