THE POWER OF PRODUCT REVIEWS
Technology continues to change how we shop. When it comes to reviews consumers have always sought recommendations from friends and family. In today’s digital world consumers expect to find information on a specific product, instantly and that includes other consumers’ reviews.
These online peer reviews are viewed with the same credibility and are trusted just as much as a friend’s recommendation.
“84% of people trust online reviews as much as their friends” – inc.com
In the beauty industry, the volume of existing and newly launched products can be a little overwhelming to consumers. Knowing which products will suit you, your skin type or even how to use a product correctly drives consumers to research online. Ratings and reviews are a key source of information for consumers during this evaluation process. Reviews ultimately provide the social proof consumers need in that “Will I? Won’t I?” purchasing moment.
Consumers are smart, they know that every product sounds fantastic in a brand’s own marketing. Being able to digest a selection of reviews allows the consumer to build trust in the brand and the product. They know that a product is never a perfect fit for everyone, so they are online looking for validation, to figure out if the product is right for them.
Reviews offer an insight into a product. While a web page may provide a lot of information, reviews often include different kinds of details. Reviewers talk about things that are not normally shared on a website, including things like other ways to use the product, how strong it smells, the actual colour, how long it lasts, all things that consumers love. The more details the better.
Consumers want and expect to see reviews for products on e-commerce sites. Having reviews increases sales.
A large percentage of consumers will actually look for negative reviews. They take onboard the reasons why someone didn’t like the product.
From our experience at Beauty Buddy a lot of reviews that have lower ratings usually explain why. For example ”I have oily skin, I think this product would be great for someone with dry skin. This product works well, it just isn’t for me.” This gives the consumer additional information to help them with their purchasing decision, providing them with credibility and authenticity.
Consumers buy from brands that they trust, and they tell others about ones they don’t. Ultimately, reviews are a vital step in the consumer’s purchasing journey. Use them to influence your customers’ purchasing decisions, increase your search optimisation and convert sales.
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