Let me tell you a bit about how I shop. As an eCommerce store owner, you probably want to know about how people shop online, right? This can help you decide how to make decisions for your store and to improve both your browsing and purchasing flows.
Anyway, I go to Amazon a lot. And by “a lot” I mean, “way more than I probably should and I try to buy every weird thing on earth there” (except jetpacks – the real kind, not the plugin – they don’t have those unfortunately). I shop on other sites frequently as well, and no matter which site I visit, I pay attention to price. But you already knew that price is important. However, you should know there’s something I pay attention to even more: product reviews.
Yep, these matter more to me than price. I have spent hours reading reviews before a purchase, especially for high-ticket items like TVs (but if I’m honest, I’ve even read lots of reviews to buy $8 Christmas ornaments). While this may not hold true for every online consumer, you should understand how important they are with respect to customer purchasing decisions. It turns out most people are like me: over 85% of consumers state that they read reviews often or very often before they purchase online.
Including product reviews leads to conversion increases for over half of retailers, compared with less than 10% that experience declines with the addition of reviews. Average order value also tends to increase, as it did for 42% of the responding online retailers in the study linked above.
Customer reviews can also help customers find your store via improved SEO, as they target long-tail keywords that your own content may not target. Customers may also use different phrasing or wording that you would as a store owner, which helps cover even more keywords on your product pages.
Ratings are not necessarily the most important part of your reviews, either – content is what matters. While rating is used to determine which products should be investigated, the content of the review is used to make the purchasing decision.
Think about how you do this yourself – when I go to Amazon, I filter for products that are rated at 3-4 stars or higher, then I start reading reviews. However, I’ll buy a product that’s rated at 4 stars over one at 5 stars depending on the reviews I read. Negative reviews are not a deal breaker, as most of us want to know why the purchaser didn’t like the product.
Okay, so we get it: product reviews are important. They’re a major driver of sales, and customers expect to find them. While ratings matter, they don’t matter nearly as much as the content of the review.
Including product reviews is just good business, and since you use WooCommerce, you have some of the best core review capabilities available in any plugin. But your WooCommerce product reviews can get a lot better.
Drive Sales with Better Product Reviews
WooCommerce core reviews can accept product ratings, review content, and allow commenting on reviews. You can even show a “verified owner” tag, or completely restrict reviews to verified owners. An average star rating will be shown for products with the price.
However, customers can’t drill down or filter reviews effectively, leave comments, ask questions, or include their own photos or media, which makes it cumbersome for them to research your products. WooCommerce Product Reviews Pro has just been released to add these advanced capabilities so that your site can feature professional, Amazon-style product reviews.
More details on reviews, such as a graph showing star ratings, has been added. Customers can use this to filter reviews based on a particular rating.
Reviews can also contain more information. You can add qualifiers to reviews to get specific feedback, such as details on fit or comfort. These will show as dropdown questions for a customer when submitting a review. Photos and videos can be attached as part of a review as well (which can in turn be moderated if needed).
These will all be displayed to any customers reading your reviews to expand the content and detail reviews can offer.
These contributions can then be upvoted or downvoted to gauge whether or not they’re helpful, and customers can also flag reviews for admin review.
You can enable other contribution types aside from reviews, such as comments, questions, and standalone photos or videos from customers.
Professional-level product reviews our here :). You can check out the plugin here or view documentation to learn more. Product Reviews Pro is already fully supported in the free Storefront theme, which adds its own styling for these advanced reviews.
Regardless of whether you use core reviews or advanced reviews, they’re a great way to provide the information customers need before purchasing, or engage with customers and answer questions.