Product reviews are a critical component of an e-commerce site’s branding and promotion. They help to establish trust and loyalty, and in most cases describe exactly what sets your goods apart from the competition. The main immediate advantage of reviews however is that they will make even your future customers feel much more certain about buying from you. As we know, customer loyalty is the key to growing an e-commerce business. Without strong customer relationships, it’s next to impossible to keep your present customers happy. So how do you use reviews to build up trust?
To build credibility with a potential customer, the product reviewer should be credible himself, and obviously the reviewer won’t be if he is self-doubting or trying to pull one over on his readers. A reviewer may appear to have a great sense of humour, but if their sense of humour is only second rate, the reader will take that as another sign that this person is not going to be able to follow their advice or come anywhere close to fulfilling their potential needs. A potential client may well think of you as a ‘dud’ after reading a bad review and would be rightly so.
It’s important for any affiliate marketer to treat their customers with respect, but even more so when they are writing reviews for another affiliate product. If a reviewer has any skeletons in his closet, he should let them out – even if he is promoting a product that he recommends to his readers! If he isn’t comfortable disclosing his past relationship with a particular product, he shouldn’t be writing reviews about it. This approach will help him to maintain credibility with his readers, and any discomfort caused by forthcoming reviews will help him keep his readers.
Reviews written by affiliates may seem like they are only there to sell you something. That may seem like a valid criticism, but an affiliate reviewer has to make sure that he is putting his personal opinion of a product into the review, and he also has to make sure that he is not trying to push his product on his readers to buy it. The product review helpful tips may sound like advice that is designed to sell a product – but an affiliate reviewer has to make sure that he isn’t doing this. He has to make sure that his review is informative, not promotional. After all, if he is providing helpful information about a product that he has personally tested, then he has already made some kind of investment in the product himself.
There is no clear-cut rule for how to write product reviews. Some marketers prefer to use the “tried and true” formula, while others prefer to test the waters first with online reviews before they jump into full-scale product promotions. Some marketers find online reviews a valuable tool because they can determine whether or not a product really does live up to all the rave reviews that have been written about it.
All in all, the pros and cons of writing reviews can be summed up in the three bullet points mentioned above. The most important thing is to remember that the decision to write a product review must be informed, legitimate, and ethical. It’s OK to use the “tried and true” formula, but don’t forget the other two! Testimonials from real life consumers are the best way to get the real scoop on products that have already been tested. This is one area where reading online reviews can be a little risky, but the rewards may well pay off.