E-commerce: how to manage online reputation?
While good online reputation management is imperative for all kinds of businesses, it is especially important for e-commerce. In E-commerce , the perception of brand image can make or break the business.
Online reputation has a strong impact on business sales, especially for E-commerce stores. We are now talking about a positive buzz. If your business becomes popular on the internet, your sales will increase. It is therefore essential to pay attention to this data, a source of opportunities for your online store.
The reputation of your business is essential, especially to start an online business activity.
Table of Contents
- Why does a business’s online reputation matter?
Impact of customer reviews on your online reputation
- Some figures to know to understand the impact of reviews on e-commerce sales
- Why are reviews important in e-commerce?
- Having good opinions: what are the elements to take into account?
- How to motivate consumers to leave comments and reviews?
- How to deal with negative reviews?
- What are the components of online reputation?
How to have a good reputation in the long term?
- The practices to be implemented for good e reputation
- The Community Manager: creating its place in the market
How to respond to customer reviews in e-commerce?
- Why should sites respond to negative reviews?
- What are the advantages of negative feedback?
What are the different steps to respond to negative customer reviews?
- 1. Respond quickly
- 2. Customize the approach
- 3. Thank the return
- 4. Apologize
- 5. Find a solution
- 6. Take responsibility for errors presented in customer reviews
- 7. Treat the problem
- 8. Solve the problem privately
- 9. Do not consider these lost customers
- 10. Be authentic
- 11. Respond to negative reviews only through stars
- Why should we respond to positive consumer reviews?
- How to Respond to Neutral Reviews?
13 tips for gaining consumer trust
- 1. Put yourself in the shoes of Internet users
- 2. Importance of institutional pages
- 3. Keep promises
- 4. Create proximity with live chat
- 5. Take care of your e-reputation with customer reviews
- 6. Focus on confidentiality
- 7. Create a brand image with strong storytelling
- 8. Promoting product sheets
- 9. Be easily reachable: the place of after-sales
- 10. Site speed
- 11. The impact of videos
- 12. Don’t scare away with aggressive visuals
- 13. The importance of the customer experience: support after the purchase
- Equip yourself with the best tools to check your reputation online
Why does a business’s online reputation matter?
A business’s online reputation allows prospects to get a feel for a business they don’t know. As with personal online reputation, a business doesn’t have two opportunities to make a good first impression.
Indeed, the figures speak for themselves:
- 85% of users read customer feedback before making a purchase.
- 71% of people trust a company after reading reviews on the internet.
- 79% of consumers believe the comments posted.
If you have an online store, put yourself in the shoes of Internet users . You want them to buy a product that they have never seen and touched. They must trust the elements presented on your e-commerce. But, how easily would you trust a stranger?
Social proof comes into play here. To increase the sales of your e-commerce, the goal is to gain the trust of prospects and overcome the digital barrier.
Having a good reputation online has many advantages for businesses:
- Improve the conversion rate and increase sales.
- To convey a reliable, trustworthy and serious image.
- Strengthen the position of business in the market so that it establishes itself as an essential e-commerce in its field of activity.
- Hit the desired target.
- Develop the loyalty of existing customers.
Impact of customer reviews on your online reputation
Contrary to what many businesses think, negative reviews can be positive for e-commerce. Still, for reviews to have a positive impact on your online store, adopt the right attitude.
E-commerce customer reviews are essential in the decision-making process, as they help customers get a better idea of the product or service online. Consumers now have the opportunity to share their experiences and opinions with their peers online, in an extremely influential and powerful way. Online reviews and reviews give customers a voice, increase consumer confidence, improve product visibility, and can dramatically increase sales.
In e-commerce, the big challenge is to gain the trust of consumers . The objective of an online store is to convince without the prospects having the product in their hands. In this industry, social proof through consumer reviews is an asset to prove the reliability and quality of your offer. Working on the E-reputation of an e-commerce site is essential for success on the internet.
The important thing about negative feedback is to solve the problem and find a solution. If the person is happy, they can edit their comment or highlight your company’s ability to respond. Offer an alternative adapted to the inconvenience caused. Above all, do not copy and paste. Personalize your approach, show that your business is available to rectify the problem and improve the customer experience.
To ensure the success of your business and increase your sales, improve your customer relationship management through customer feedback. The process of improving conversion on an E-commerce site involves building consumer confidence through reassuring elements.
Some figures to know to understand the impact of reviews on e-commerce sales
In order to give you an accurate idea of the impact of consumer reviews on your sales, it is essential to look at the studies published on different sites.
The essential data to know
According to various analyzes of the Brightlocal site:
- 91% of people between 18-25 years old give as much importance to opinions on the internet as to the opinions of their relatives.
- More than 50% of consumers do not buy a product if the score is less than 4.
- 70% of Internet users need to read at least 4 opinions on the offer to get an idea.
- 49% of people consider the number of opinions left to be an essential criterion in decision making.
- 50% of users aged 18-25 always look at reviews before buying. This proportion is 6% for people over 55.
83% of users no longer believe advertisements and 77% of prospects do not believe reviews older than 3 months. These figures prove the reluctance of consumers in the face of e-commerce, whose reinsurance elements are not sufficiently relevant.
For this, it is important to know the best practices to promote your online business.
Why are reviews important in e-commerce?
Many companies overlook the reviews they leave. Two actions should be banned from your habits: not responding to consumers and not motivating them to evaluate their experience. Indeed, according to the publication of a study on the Statuslabs site, 30% of prospects like when companies interact and respond to the opinions left.
1. Increase your e-commerce sales
Social proof plays a vital role in online commerce . Before making the act of purchasing, users need to feel the reliability of the business. They don’t want to feel alone with their expenses. Having the opinion of consumers increases the sales of an e-commerce. The satisfaction of your customers motivates people who are hesitant to buy, to strengthen the buying process and to reduce cart abandonment in E-commerce.
Interpret consumer reviews as digital word of mouth.
In addition, beyond reassuring Internet users in their choice of purchase, consumers’ opinions provide additional information about your offer. Through the use of other people, interested parties can find information not present on your site and answer questions from potential customers.
View statistics and studies on the effect of consumer reviews and customer satisfaction on online sales.
2. Improve consumer engagement
Leaving a review for a product, an offer or a business creates a community . Writing an opinion and sharing a user experience helps bond your customers.
For example, a person gives their opinion on a characteristic of a specific product. While sharing her experience, she will check out the other comments left to see if another user had the same feeling. Internet users can interact with the use, material and resistance of the product and thus interact with each other.
This information sharing develops a commitment around a company. Consumer opinions unite a community.
3. Develop your natural backlinking
When writing reviews, people get straight to the point . Most customer feedback is straightforward and effective. The use of certain keywords is inevitable for some people. This practice boosts the SEO of your online store, which gains in positioning on these specific words.
For example, your e-commerce sells sports shoes. A consumer’s opinion may be “Quality sports shoes!” They allow me to run (or jog) in complete safety ”.
If another user searches for “sports shoes” or “safe running”, the algorithms may highlight this notice and therefore your e-commerce.
In addition, consumer reviews provide search engines with regular, up-to-date and recent content. Many analyzes have shown that regularly published content helps a site’s natural backlinking and improves its position in the SERPs.
5. Gain user trust
Feedback helps earn the trust of prospects who don’t know your business . Thanks to the published opinions, they manage to form an opinion. If they have a positive feeling, your conversion rate increases.
Reviews also have the ability to build loyalty among current customers. They take the time to write a few words about your offer. This practice brings them closer to you. The feeling of belonging grows. The loyalty phase begins.
However, to take advantage of these advantages within your online store, build a successful website where reviews are highlighted on the home page as well as on the product pages.
Having good opinions: what are the elements to take into account?
To get positive consumer reviews, you need to do what it takes. It is not about making sales and waiting patiently. To pull your business upwards, there are practices and elements to take into account.
1. Create a customer experience
According to studies published by the Kinsta site, 64% of users find customer experience more important than price.
The validation of the cart is not the end of the customer journey. Keep in mind that the customer experience begins from the moment the prospect is in contact with your brand until they receive the order and use the product.
To get a fair and objective opinion on your offer and the user experience you offer, put yourself in the shoes of consumers. Are you having a good time on your site? Do the pages load quickly? Is all the information accessible? How is the product packaged? Is the shipment safe or is there a chance that the order will arrive broken?
Tools allow you to put the odds on your side to optimize and improve the customer experience.
2. The implementation of chatbots
To facilitate the exchange between the prospect and your company , put forward a chatbot. This technique allows consumers to have their questions answered quickly. They no longer need to wait endless minutes on the phone or send an email. Thanks to this chat, they have information about your offer and can thus decide more quickly.
3. Access to voice assistance
Thanks to the microphone built into smartphones, consumers can search your site orally. In 2020, this approach should represent 50% of the research carried out.
4. Integrate personalization
Online stores sometimes have difficulty creating a human relationship with prospects . To overcome the digital barrier and offer an unforgettable experience, bet on personalization. This involves creating product recommendations based on the research carried out or by integrating localization.
5. Have omnichannel marketing
Improving the customer experience means simplifying the buying journey . With the implementation of omnichannel marketing, consumers can buy on various platforms: the site, social networks, physical stores, on marketplaces like Ebay or Amazon, at events or from pop-up stores.
6. The importance of customer service
Poor customer service drives consumers away. To increase the odds in your favor and increase sales in your online store, simplify internal procedures. Highlight points of contact in the event of a problem and facilitate item returns.
7. Allow mobile access
59% of users make purchases through their smartphone and 7 in 10 people prefer to buy on mobile sites.
How to explain this success? Why can mobile versions save you consumer reviews?
Prospects take their smartphone everywhere with them. Wherever they are, easily and quickly, they can access the necessary information, make a purchase or compare the prices of several offers. Allowing them to access your online store from their phone earns you points. They don’t need to open their computer to get your product.
Facilitating the user journey is the key to having good customer feedback. In addition, in a few seconds, it is possible for them to publish an evaluation of your services.
8. Don’t forget about social networks
Sales can be done through social networks. These platforms are effective methods for setting up your marketing strategy. Indeed, they have a real power of influence. 74% of consumers go to networks to find out what internet users think.
Having good customer feedback also goes through a communication strategy. Motivate users to engage with your brand by leaving comments. For this, write captivating descriptions. Make them want to share their experience.
How to motivate consumers to leave comments and reviews?
Consumer opinions have a dramatic impact on e-commerce sales. Beyond gaining the trust of prospects, feedback helps your business gain traction in the market. As the saying goes “the world attracts the world”.
But how do I get comments? Indeed, users can get your offer without sharing their opinion afterwards.
1. Ask the question directly
Within your online store, integrate an order tracking system . After a few days of receipt of the package, do not hesitate to send an email to know the customer’s opinion. Is he satisfied with the product received? Was he able to track his package? What are the ratings he would put on the site? His suggestions for improving your offer?
If you choose this option, simplify your approach. Ask simple questions:
- Last name First Name
- The note in the form of a star
- An insert for specific comments
You can also ask customers to rate your services on the dedicated pages. To do this, integrate the links of the sites (your Facebook page, the evaluation tab on your site, your Google Business profile). This way, in seconds, the customer can get back to you.
2. Create a give-and-take relationship
Giving a gift, an exclusive discount coupon, loyalty points or entering a contest can be a good way to motivate customers to give their opinion on their order.
Gaining consumer reviews for your e-commerce means gaining customer attention. The goal here is for them to be interested in your request for feedback.
3. Focus on photos
With the use of social networks , Internet users are used to taking pictures of everything. Ask them to send them to you. The visuals of the orders received give more strength and authenticity to the opinions left by consumers.
If you feel some reluctance from your audience, the alternative is to go to the networks and search for publications that showcase your products. As soon as you are faced with a profile who is a customer of your online store, do not hesitate to send them a message to ask for their opinion. Beyond obtaining feedback, you strengthen the customer relationship.
How to deal with negative reviews?
All online businesses fear negative reviews. And for good reason, the fear of having a bad image is present. If you have an online store, know that a negative review can be good for your business.
Faced with this one, you must have the right attitude:
- Apologize and acknowledge your share of responsibility.
- Thank the customer for his feedback.
- Ask for clarification on the situation. If you have all the elements to solve the problem, suggest a suitable solution.
- Offer compensation for the inconvenience caused.
To minimize the impact on your online business, respond to all negative consumer reviews . Your answers prove the responsiveness and reliability of your business. What interests users is not knowing the source of the problem, but rather knowing how you will handle the situation.
Consumer reviews, whether good or bad, have an undeniable impact on e-commerce sales. Responding to online customer reviews is fundamental in E-commerce and is one of the fundamental processes in the relationship with consumers.
Motivate feedback and have the right reactions to gain the trust of Internet users.
What are the components of online reputation?
Two concepts can be distinguished in online reputation: the opinion of the company in general and the evaluation of your offer and your products.
The general image of your e-commerce
No matter the size of your business, whether you are the sole manager of the online store or have a team behind you, the overall image of your business matters. Consumers want to know who they are dealing with. You can have the best deal and a breakthrough product, if people don’t know more about your business, they’ll be suspicious and won’t buy.
Provide all the information necessary to gain their trust: your head office, contact points, your place of production, pictures of your teams… Create a bubble of confidence around your site with elements of reassurance.
Customer opinions on your offer and the products offered
In order to have a good reputation online, always put yourself in the shoes of the consumer. By doing some research on the internet, before you buy, you will probably be looking at product reviews.
Customer ratings contribute to your branding and send a positive message. When faced with 1 or 2 star ratings, you will be reluctant. The potential customers of your online store will be too. Monitor customer comments and analyze what is being said about you.
How to have a good reputation in the long term?
The practices to be implemented for good e reputation
1. Check reviews regularly and respond
So that your e-commerce has a good image on the internet, regularly check what is said about you. Control search engines (Google, Yahoo, Bing) but also social networks. It’s important to respond to negative e-commerce reviews tactfully and find solutions to show your commitment.
2. Ask customers for feedback
Identify your most loyal customers and ask them to write a review about your business and products. If you are reluctant to this idea for fear of disturbing them, offer them a gift in exchange: a promotion, a product offered on their next order, participation in a competition … In this way, you establish a win-win relationship. .
3. Create partnerships with websites
As a business owner, your goal is for consumers to hear from you . To do this, do not hesitate to contact well-known sites to present your products. Strengthen your store’s online reputation through digital magazines. By submitting a product for free, you can gain a few lines in their content.
If you have a blog on your e-commerce store, send out invitations for specialists or bloggers in your field of activity to speak. In your message, make it clear and simple that you would like them to write an article for your site.
How does this practice improve your reputation? If the people concerned accept your invitation, it means that they love your products and your business. They will tend to talk about it to those around them, on their site or on social networks and will distribute your online store. This way you reach more people with a positive message.
4. Respond to interviews
In order to build a long-term online reputation, contact journalists and specialized sites . Introduce your business and express your desire to answer their questions. This type of content is usually published in physical journals. This is the reason why you should target. Contact only journalists with digital journals and magazines.
5. Work on your natural link building
Creating your digital place is essential to stand out from the competition and appear in the first results of search engines. Especially on Google, having a good SEO allows you to increase the number of visits to your website. On your product pages, use relevant keywords.
In addition, be present on strategic sites : forums. Consumers are asking their questions. Provide answers or solutions to their problem with the products sold on your online store. The goal here is not to spam all sites with your URL. You are going to create an amateur image. Filter and be relevant.
For example, your website offers acne creams. Go to all the forums where the problem concerns buttons. You will find an audience potentially interested in what you offer.
Google is also the calling card of your brand and business. Developing a positive online reputation on Google helps set yourself apart from your competition and reassures consumers. An agency specializing in E-reputation like Net Offensive can help you manage your image and develop a positive online presence.
6. Content production
Getting people talking about your business means being present and creating quality content. Bet on the variety of your media. If you’re blogging, doing podcasts, or imagining videos. They have the power to captivate Internet users and are easily shared.
7. Make sure what it says about you
To preserve your reputation online, pay attention to what is said about you . A simple rumor can ruin your brand image. For this reason, kindly ask for the removal of misconceptions or made-up ideas about your e-commerce.
If you find that this approach does not bear fruit, do not hesitate to file a libel action.
In this type of situation, if you see that ideas are circulating about your business, speak up. On your site, post a press release or denial.
8. Be transparent
By opening an online store, prepare to be exposed to criticism . Indeed, thanks to social networks and evaluation platforms, consumers have more opportunities to give their opinion on companies.
On the internet, prospects are prepared to find negative business reviews. If there isn’t one, Internet users will doubt the transparency of your business. When faced with negative comments, take the time to respond and understand the situation.
The Community Manager: creating its place in the market
With the development of social networks and the growing impact of social proof, the work of a Community manager can help the development of your business and its E-reputation. His work focuses on the visibility and reputation of your online business.
1. Create a community around your brand
The Community Manager of your company aims to animate your digital media to captivate Internet users. To do this, he creates an editorial strategy in line with the target and the sector of activity. As soon as people like the content produced, they will follow your news. The goal is to take care of these subscribers.
These communities exist mainly on social networks. These platforms provide access to the profiles of Internet users interested in your online store and your products. It is then possible to interact directly with them, like or comment on the photos until sending a private message. This in-depth work breaks the digital barrier and creates proximity between users and your company.
2. Improve visibility
These ideas of communities are especially true on Twitter, Instagram or Facebook. Consumers follow and interact with their favorite brands. Faced with the competition, the Community Manager has the power to find the tips to make you a place on the home pages. To achieve this result, it is especially necessary to work on the #. Only people with digital marketing skills have the keys to making your online store visible.
3. Generate reactions
More and more companies are hearing the word “engagement” . It corresponds to the participation rate of people on brand accounts. This figure gives the percentage of users who exchange and react to published content. The Community Manager has the potential to write engaging descriptions and thus generate reactions.
A high engagement rate is an important legitimacy factor for posts. This means that people like what you present.
4. Respond to consumer questions
Prospects are used to using social media . It occurs to them more quickly to ask the brand the question on Twitter rather than going to consult the frequently asked questions available on the website. One of the missions of the Community Manager is to answer questions from customers or potential customers. Having a quick and personalized response shows your company’s interest in consumers.
By having a constant presence on social networks, the Community Manager has the power to retain prospects and get closer to them.
5. Monitor competitors
Almost all businesses have a social media marketing strategy. This is probably the case with your competitors. Competitive intelligence must be carried out by the Community Manager. He will thus identify what they are doing to differentiate themselves or analyze the trends to follow in order to be visible. Without this analytical work, your message is at risk of not being heard.
How to respond to customer reviews in e-commerce?
When 97% of consumers say that reviews posted online influence the buying decision process, the answer is simple: managing and responding to customer reviews should be an integral part of your online marketing program .
When consumers of your products leave a comment about your business, you need to respond. Whether customer reviews are positive or negative, find the right words to show the quality of your customer service. Interactions must be strategic, but natural.
Beyond current customers, think about future customers who always educate themselves before buying . Improving this process of managing consumer reviews can help reduce cart abandonment on your online store.
But, how do you find the perfect balance between business approaches and empathy? What are the best reactions to deal with negative customer reviews? How does positive feedback enhance your business and increase the online reputation of e-commerce?
Why should sites respond to negative reviews?
When setting up an online store, you expose yourself to negative reviews. As the expression “we cannot please everyone” so well.
It is not obvious when starting an e-commerce activity to immediately adopt the vouchers of online traders.
Whether you’re a big brand or a new ecommerce, criticism is inevitable . Prepare for these scenarios to profit from these customer reviews.
This type of feedback is an opportunity to show the reactivity and the capacity of your company to manage the unforeseen. Indeed, according to studies carried out by the Baymard site, 37% of consumers appreciate the feedback from companies when faced with negative feedback.
In addition, user reviews may relate to your entire business. Prove to Internet users that your business reacts and has the arguments to explain the inconvenience.
Unlike an after-sales service by telephone, customer reviews in e-commerce are public and accessible to everyone . They pass on important information to other prospects. Responding to a negative customer review is of course not going to change their mind. However, it reflects a positive image of your business which is concerned with the well-being of consumers.
However, make sure that negative customer reviews are rare by offering products that meet their expectations and quality customer service. If you notice that the same comments come up regularly, take action internally with your teams.
See the process to improve the conversion rate of an online business to consumers.
What are the advantages of negative feedback?
Some companies believe that negative consumer feedback damages brand image . However, before making a purchase, 53% of prospects are looking for negative reviews. They prove the authenticity of published customer reviews and are a source of relevant information. Indeed, they are often richer in information than positive opinions.
If your business has only positive reviews, consumers will be wary.
In addition, negative customer reviews can guide other users in their choice of products. These comments have the power to avoid the potential disappointment of other consumers. They help find the ideal products. Through the customer experiences of others, prospects can move toward purchasing products that match their needs and not succumb to purchasing a popular product that they may not like.
Beyond helping Internet users, they help you improve and perfect internal processes: the quality of your products, excellence in customer service, supplier and warehouse performance, and logistics. Analyze all the feedback obtained in order to offer an offer that meets the expectations of visitors.
If you see a lot of disappointments around your products, take a look at your marketing promise. Does it match your offer? Is your message adequate?
Using a content marketing strategy adapted to E-commerce is a solution to get in touch with consumers. By giving them relevant advice, you bring them closer to conversion.
For example, in a pastry shop, you are offered a chocolate eclair. When you taste it, you taste like a coffee eclair. You are disappointed and frustrated. This reaction is human and normal. You think you are buying a product and the result does not meet your expectations.
To ensure the success of your online store, tailor your slogans and published texts to truly match your products. Don’t rely on false advertising. You will only collect negative opinions.
What are the different steps to respond to negative customer reviews?
Before discussing all of the things to consider and the steps to follow to manage and respond to negative customer reviews, it’s important to define all the don’ts:
- Respond aggressively.
- Getting into a conflict.
- Don’t admit your wrongs.
- Ignore the feedback and do not respond to it.
- Stay on the defensive.
- Don’t empathize.
1. Respond quickly
Feedback from a customer should be considered and given a quick response . This reactivity shows the interest you have in your customers. Make sure you have a reaction within 24-48 hours.
2. Customize the approach
Even if you are in a business / customer relationship, do not put too much distance from Internet users. Keep a formal tone while creating some closeness. Depending on your branding, start your message with “Hello / Hey / Hi / Dear + person’s name”.
3. Thank the return
Express a thank you. Your online store should recognize the effort of each person. The client took a few minutes of his time to talk about his experience. Even if there are criticisms and remarks, recognition is a fundamental point in dealing with negative feedback.
You can use the following phrases:
- We thank you for your return. We are sorry for this inconvenience and we appreciate your effort to inform us ”
- Thank you for this constructive feedback. We will do our best to improve our product / service.
- Thank you very much for keeping us informed of this situation. Your feedback is important to make the necessary improvements within our teams.
Apologizing is a mandatory step. Regardless of the tone the customer uses, the seriousness of the problem, or the person responsible for the inconvenience, recognize their wrongs. It shows that you really care about the situation.
No need to write heavy sentences, they could ring wrong. Keep it simple “We’re sorry to hear about this situation”, “We apologize for the inconvenience” or “We apologize”.
5. Find a solution
Offer an alternative to the unhappy customer’s situation . If it is difficult to understand all the ins and outs, ask questions to find a suitable solution. The demand for precision is essential so as not to frustrate the consumer with an alternative which does not correspond to his demand. Depending on your industry, you have the option of offering a discount voucher, refunding half the price or resending the product.
6. Take responsibility for errors presented in customer reviews
Remember that through this negative feedback you can show the positives and the expertise of your online business . Take responsibility for the problem while indicating that your teams are normally prepared for this type of situation.
Without blaming yourself, you can answer:
- ‘We are sorry for this misunderstanding. Our company is normally known for its XXX capabilities. A flaw seems to have impacted your order. We will do what is necessary to ensure that this does not happen again.”
- ‘Our teams do their best to provide the best service to our customers. We are taking this inconvenience into account and will do our best to ensure that it does not happen again.”
7. Treat the problem
Many companies thank and apologize without even addressing the issue . To ensure the success of your online store and get the positive from these testimonials, talk about concrete developments. Thanks to the customer’s comment, what are the elements that you will change? What tricks are you going to apply so that this does not happen again? The user should feel that you are taking interest in their testimonial. The opinion of the consumer must change your practices.
If, however, you have no ideas for development or if it is an isolated error, specify in your answer that the situation is exceptional. Of course, don’t write that in all comments. Future customers will read your answers.
8. Solve the problem privately
Make sure you provide as much information as possible in your response, but allow the customer to contact you directly to discuss their situation. He will feel privileged and listened to.
With this approach, you show users that your online store has good customer service.
In your comment, enter an email and a phone number indicating that the teams will do what is necessary to provide a suitable solution.
9. Do not consider these lost customers
Ask unhappy prospects a second chance . Don’t think of these people as lost. It is still possible to make them change their mind. A bad experience can be exceptional.
When that customer comes back to you, do your best to ensure that they receive a warm welcome that meets their expectations.
How to introduce this idea without ringing the bell? Here’s an idea for your response: ‘Thank you for letting us know about this problem. I am sincerely sorry. Do not hesitate to give us a second chance so that we can meet your needs. Next time contact me directly on XXXX and ask for Mr / Mrs XXX. I will do whatever is necessary to be up to the task and not to disappoint you.’
10. Be authentic
The worst thing for your online store is that prospects feel your posts are overdone, copy-paste, even hypocritical. To restore your image and situation, be real and empathize .
Through all these steps, restore certain situations and regain the trust of users. Keep in mind that consumers are not going to look at the source of the problem, but how it was handled by your business.
11. Respond to negative reviews only through stars
The most difficult reviews for your online store to manage are through the stars only. Having a bad grade without a comment next to it doesn’t tell you where the problem is. So you cannot provide solutions.
The purpose of these customer reviews is to find out more. Through a simple comment, dare to ask for more information:
- ‘We invite you to contact us directly at XXXX or at XXXX @ XXXX so that we can discuss your experience with our company XXXX”.
- ‘Your feedback is important to us. Please feel free to tell us more at # XXXX or XXXX @ XXXX so our customer service can understand your experience.”
- ‘We are sorry to hear that your experience with our company did not meet your expectations. Please contact us so that we can do what is necessary to help you (XXXX or XXXX @ XXXX)’.
Why should we respond to positive consumer reviews?
The desire of all companies to have positive customer reviews. Knowing that the product liked it is a rewarding feeling.
You are reaping the rewards of your labor. This enhances the image of your company. Why pay special attention to these comments? What is the point of responding to a positive feedback?
Taking a few minutes of your time to thank a customer’s return builds your reputation. Close to Internet users, you gain the trust of other prospects and you strengthen customer loyalty.
While responding to these opinions, try to remain humble. A simple and quick message is enough:
‘Hello XXX, we thank you for your feedback and are delighted to hear that your order is a success. The satisfaction of our customers is one of our priorities. Thank you for taking a few minutes to write to us. We hope to see you again soon.’
Know all the good practices
The return of satisfied customers strengthens the expertise and reliability of your business. Don’t forget the impact of social proof. Positive reviews can motivate new sales and increase your conversions. Some examples for your response “thank you very much for your feedback” or “thank you for taking a few minutes to tell us about your experience”.
The opinions of satisfied customers allow your teams to reinforce the positive points of the products. Subtly write down a few advantages of the product or service concerned. For example, your e-commerce sells anti-aging skincare. You get a lot of feedback about a night cream. Do not hesitate to reinforce the benefits or the natural composition ‘Thank you very much for this feedback’. It is true that the XXX ingredient in XXX cream has XXXXX virtues”.
Invite to come back
Gaining new customers costs more for your business compared to retaining loyalty. Capitalize on this positive feedback to retain current customers. Try additional sales, talk about similar products, or invite the person back. You can introduce this idea with phrases like “We are so glad you liked the day cream. Given the composition of your order, take an interest in XXXX serum. This will complete your routine.”
How to Respond to Neutral Reviews?
After discussing negative customer reviews and positive feedback, one should look at neutral reviews. These are for 3 star ratings. The image returned by this type of feedback is not clear: is it positive or negative?
To best inform prospects and prove your position in the market, you must take an interest in it:
- Highlight the positive if there is a comment
- Try to understand what the problem was
- If you are only facing the stars, enter contact points (number and e-mail)
Hello XXX, thank you very much for taking the time to review our business. We would like to know more about your customer experience. Do not hesitate, if you wish, to tell us more at XXXX or by email at XXXX @ XXXXcan be an excellent way to respond to this type of customer opinion.
13 tips for gaining consumer trust
In e-commerce, reinsurance refers to all the actions carried out by an e-merchant to create or strengthen the confidence of visitors to his website in order to secure them and promote the act of purchase.
To succeed in your strategy, you have to be able to put yourself in the shoes of your visitors and potential customers. When you own an e-commerce, the main difficulty is to make people want to buy without having had the product in hand. Online stores must use a particular strategy and use the elements of reassurance to win over and gain the trust of users.
Without this relationship, sales don’t take off. To increase your e-commerce turnover, have good practices and adapted approaches.
1. Put yourself in the shoes of Internet users
When choosing the product for your e-commerce, you have probably done an audit: what are their needs? What are the essential elements in their daily life? What is the competition in the market?
Thanks to this analysis, it is possible for your company to stand out and have an adapted communication. Don’t leave these studies out. They can be of great help in having an impactful message.
In an ecommerce reinsurance strategy, key concepts must be highlighted, such as secure purchase, delivery methods, rules concerning returns and refunds or even points of contact (after-sales service, telephone number). phone, email, chat).
It is necessary to understand their fears . Depending on your product or service, look at the barriers that exist on each page.
Perform site navigation audits to identify those that may be holding back a purchase.
It is essential for the success of your business to look into the necessary elements of reinsurance. What are the things that users expect to see on your website? Guarantee ? Different payment methods? Being able to try the product and send it back if it doesn’t fit?
Through this analysis, you will be able to define a strategy for your e-commerce. Offer the best insurance with speedy processing of their requests. The requirements are different depending on your offer and the targets.
In building your strategy, do not hesitate to be curious and observe those existing on the market . What are the practices of your competitors? What are their arguments and their proposition? Your development also involves questionnaires and tests.
Dare to ask the opinion of Internet users to determine what they like and what they need to see to buy.
2. Importance of institutional pages
To give you a precise idea of the institutional pages, here is a non-exhaustive list:
- About or a presentation
- FAQ (frequently asked questions)
- Legal notices (compulsory in France)
- General conditions (compulsory for all e-commerce)
- Contact form for the Internet user and telephone number
Why is it important to work on these pages? Often they are not worked on or sloppy. We often think that these are pages having no persuasive force. And yet, in an ecommerce reinsurance strategy, it is fundamental to look into it. They prove to visitors that you are serious, declared, but above all a reliable business that will not steal or rip them off.
One of the biggest fears when you order online is whether you will ever receive the purchases. You have to talk about yourself. Indicate who you are, your location, the history of the creation of the site, your values and the DNA you wish to convey.
Beyond reflecting a serious image of your work, they allow the website to be humanized . Integrate images of your teams or your productions, explain your processes. Transparency increases purchases and creates a link with consumers.
3. Keep promises
Before making a purchase, Internet users are vigilant with regard to payment and delivery.
This is a sensitive subject. It is difficult for consumers to enter bank details on the internet for two reasons:
- The fear of being robbed.
- The fear of being hacked and exposing your banking information to strangers.
To reassure them, highlight the secure payment on your page through the mention “secure”. It must appear several times in strategic places. Also highlight different methods such as Visa, Mastercard and PayPal, as well as payment options in several installments.
To complete your approach, summarize all the possible options on the product sheets, from the basket or in the order confirmation email sent. Users must access this data in all stages of the customer journey .
2. The delivery
For delivery, include delivery information at the start of the customer journey . To increase your site and page conversions, avoid waiting for the cart.
Consumers want quick access to the product. If you indicate that the shipment takes place in two days, this indication motivates the purchase. On the contrary, if there is no information, the user remains in doubt and mistrust.
He can think of going to the store opposite to get one more quickly.
Be careful, you must be consistent and keep the promises of your site . The words must be realistic. Don’t promise 2 days if you are based in China, they will be suspicious of you.
Also, if you can’t afford the shipping costs, be clear and transparent. Indicate the prices as soon as possible. This approach avoids creating frustration when checking out and abandoning the cart without buying.
The essentials relating to delivery:
- Delivery delay
- Shipping fees
- Different methods: home, relay point, post office …
- Return conditions
- Repayment Terms
- Package tracking
- Regulation concerning disputes (broken objects, omissions, loss of packages, etc.)
4. Create proximity with live chat
H umanize your offer and your approach . We must not forget that consumers are faced with a website. We are talking about digital here, so no physical contact with sellers, people who can advise users in their choice.
It is therefore fundamental to reassure visitors and show them that they are not alone in having points of contact. Live Chat is a great option. It allows the customer to have a live answer to his question.
In two clicks, the user is in contact with a professional or a representative of the site. Live Chat cannot be replaced by FAQ. The approach here is to humanize and advise the client in his choices.
5. Take care of your e-reputation with customer reviews
Digital selling, like selling in a physical store, is driven by the opinions of others . When looking for a restaurant, many people turn to TripAdvisor to find that gem. For the reassurance of an e-commerce, the experiences of other users must be valued.
As the saying goes “the world attracts the world”. The more reviews your ecommerce has, the more sales will increase.
Through the internet and social networks, brands are more exposed to negative reviews. You should know that they have great potential.
This is also information they are looking for. Why ? The negative review is interesting because it shows how your business handled the situation. The source of the problem is not important. The main thing here is to provide a solution and show that your business is able to bounce back in the event of the unexpected.
6. Focus on confidentiality
With digitalization, they feel they don’t have control over the information companies have. Promote a personal data protection policy .
To go further, different techniques:
- Request only the necessary information.
- Impose elements when creating passwords: special characters, numbers, uppercase and minimum letters. Your customers’ data is thus protected.
7. Create a brand image with strong storytelling
As mentioned above, prospects need to know who they’re dealing with. So that they can trust you and identify with your offer, put in place a storytelling strategy . This aims to tell the story of your company, to highlight your background, values, codes and DNA.
In your cards, imagine a scenario. Why do you want to sell this product? What is his story ? Where was it created? Who is it for?
A good strategy is to humanize your products. One of the brands that do this very well is Oasis. All the fruits have a personality, a history and twists and turns. At your scale, adapt this approach to strengthen the identification of visitors to your products.
Using content marketing in E-commerce is a winning strategy to raise awareness and generate conversions.
8. Promoting product sheets
Beyond storytelling, they must be supplemented with reinsurance data.
- Origin / manufacturing area
- The instructions / usage
- The advantages and benefits
- Customer reviews
- The presence of photos and videos.
They show the transparency of your business and reassure prospects about what they are going to buy.
They must be optimized for SEO by using SEO Tools, customers and online conversion.
9. Be easily reachable: the place of after-sales
Before buying online, the main fear is that you have a problem with the purchase. It is essential from the start to show potential customers that you are available.
Highlight all your touch points like a form, email, phone number or your social networks.
10. Site speed
A slow site scares people away . If you don’t improve your page load times, sales will crash.
Prospects will not wait for your site to load and fill out bank details. On the contrary, they will go to the competition to find what they need.
A quick site shows professionalism. Don’t dwell on the design, colors and options. Your priority is loading pages. This must be less than two seconds.
11. The impact of videos
Videos are very persuasive . In minutes, prospects can see how the product works and take ownership of it faster. For example, in video, the dimensions and proportions are easy to understand.
Thanks to this communication medium, your company strengthens its brand image and its customer-friendly approach.
By using video, you can also generate views on Youtube and generate visibility to your site.
12. Don’t scare away with aggressive visuals
In an e-commerce reinsurance approach, users should not be hassled to buy. This feeling will create mistrust. They shouldn’t feel like you’re running after their money.
To do this, avoid aggressive pop-ups and advertisements. Your strategy is not to scare them away.
13. The importance of the customer experience: support after the purchase
The sale does not stop after the purchase. The customer has not yet received their product. You have passed the first step, but your offer still has everything to prove. Don’t think it’s all won. On the contrary, there is everything to do.
Are you interested in the shipment: has the customer received their purchase? Does he have any suggestions for improving the service?
This step is part of customer loyalty. But this tracking allows you to gain confidence. Who knows: they’ll likely leave a comment, review, or reorder.
Equip yourself with the best tools to check your reputation online
Online reputation is virtual data. It can be difficult to measure. It is important to test your online presence and reputation regularly in order to identify issues and where you stand against the competition.
Tools can help you in managing it:
- Google Alerts: receive personalized notifications when the name of your company is present on a site. You can also activate them for any type of content you want. More advanced monitoring tools also exist.
- Facebook notifications: be informed as soon as a user leaves a comment or quotes you in a publication. The system is the same on Twitter or Instagram. If you want to receive notifications, activate them directly from your profile. Solutions allow all information to be centralized to simplify management.
- Protecting your brand: by registering your brand with dedicated organizations, your business is protected. You get rights and protections. There is nothing worse for the reputation of your online store than counterfeiting. Pay special attention to products similar to your offering, to spoofing your name.
The online reputation of your business influences consumers to purchase your offering. Learn how to take care of your e-reputation and control what is said about your e-commerce.