Some e-tailers might tend to relegate customer reviews to the status of a “gadget”, something purely decorative and with no real commercial value.
This is a huge mistake!
In today’s increasingly competitive online marketplace, customer reviews are a powerful weapon for standing out from the competition.
They are the “social proof” of the value of a product or online store, replacing word-of-mouth and reassuring new visitors.
Let’s find out how to use customer reviews to optimize your e-commerce store. 
Get customer reviews for your e-commerce store
It’s one thing to know how to use customer reviews effectively for your e-commerce store, but you still need to have reviews to use!
That’s why the first step is to understand how to obtain them.
Ask your customers to leave reviews!
Some would say it’s a no-brainer, but a lot of e-tailers don’t have the reflex to ask their customers directly to leave a review of their experience in the store.
It’s not automatic, as a buyer, to want to leave a review after a purchase, so receiving a message asking them (politely!) to leave a review, while explaining the reasons why, can drastically increase the proportion of customers leaving reviews.
This kind of message can be programmed, for example in the form of an automatic e-mail sent from a platform such as Mailchimp, thanking the buyer for their purchase and asking them to leave a review in order to “guide future customers” or “participate in the success of a brand they appreciate”.
This can also be done by SMS, or directly on the site via a pop-up.
The possibilities are numerous, and the results are real in terms of the number of reviews received.
Make it as easy as possible to leave a review
Asking your customers to leave a review is simple in idea, but it has to be done in a way that’s quick and easy for them. A completely manual form or note to be returned by e-mail or telephone will soon discourage the most willing.
In terms of form, it’s possible to present a clear evaluation system with a box reserved for leaving a comment (optional).
It’s also possible to separate the evaluation into several points, such as product conformity with the description, customer service, delivery, etc. This allows you to obtain better feedback from your customers.
This allows for better feedback.
Numerous plugins and addons specialized in the deposit, retrieval and display of customer reviews are available (such as the “Module Avis Clients” or “Shop Product Reviews” addons (paying) for e-commerce sites using Prestashop), to automate the review retrieval process as far as possible, for both seller and buyer.
Managing customer reviews to maximize their impact
Once you’ve collected customer reviews, you need to use them correctly to maximize their impact on your store’s reputation.
And contrary to what you might think, both positive and negative reviews have their value.
highlight positive reviews
Promoting your customer reviews should be the number 1 element of your strategy, first and foremost on your website, then in your marketing, on your social networks and elsewhere, to ensure that your social proof is profitable for your business.
The star rating system is a must: highly visual and recognizable to visitors, it can be inserted directly on a product page without taking up too much space, while detailed reviews should be grouped together at the bottom of the page or in a dedicated section.
It’s also a good idea to display customer reviews in chronological order (the vast majority of visitors tend to rely on reviews that are less than a month old), but also to highlight reviews with photos, as this reassures customers of the veracity of the review in question, anchoring it more firmly in reality.
Finally, don’t hesitate to respond to reviews, by reacting to constructive comments, answering customer questions or simply saying thank you. This creates interaction that makes the site more attractive, and also improves SEO.
But what about fake reviews?
Their use should be avoided as far as possible. While they can in some cases (and for a limited time) help to launch a product or store, they are a double-edged sword whose harmful effects far outweigh the positive ones.
In addition to being dishonest (or even illegal), there are numerous methods for detecting them via the images they contain, the standardization of texts, the verification of profiles, etc., and it is very difficult for a brand whose use of fake reviews has been discovered to regain the trust of its customers.
Learn how to deal with negative reviews
Negative customer reviews scare off the vast majority of online business owners, yet they have their uses too, and can have even better effects on an online business than positive reviews alone.
Indeed, between a store with 100% positive reviews (of the 5-star variety) and another with a majority of positive reviews and a few negative ones, which will inspire more confidence?
Undoubtedly the latter, which will appear far more authentic to visitors who are increasingly cautious about their online purchases.
However, there are 3 types of negative reviews:
- Constructive reviews.
In which customers complain about specific elements of their order, and which may result in a response from the seller to clear up misunderstandings, answer questions or simply apologize.
These negative reviews are the most interesting, as they provide direct feedback on the quality of your offers, enabling you to rectify them while remaining responsive and attentive to your customers’ needs. - Incomplete reviews.
Such as “Not satisfied”, “Insufficient service” or simply no comment at all.
These should be dealt with, firstly by apologizing and then by asking the customer why they are unhappy, thus enabling constructive interaction. - Abusive or insulting reviews.
These are unfairly negative reviews, often from “trolls” or sometimes even competitors.
There’s no miracle method for dealing with them, but they can nevertheless be turned to the seller’s advantage with well-placed, factual and/or ironic responses (be careful, however, not to get into overly time-consuming and pointless interactions).
Capitalizing on customer reviews: a winning strategy
Customer reviews are an essential part of a successful global communication and omnichannel marketing strategy, generating social proof and exponential brand awareness, while enabling sellers to obtain immediate feedback on their own offers.
However, it is possible to go even further in optimizing customer reviews for your store or website, for example by integrating review analysis and tracking tools, clearly visualizing the most recurrent products or points in customer comments.
Finally, it’s important to bear in mind that the process of collecting and displaying customer reviews in e-commerce has a significant impact on SEO, at a time when customer experience and satisfaction are paramount for good SEO.
I’ve been an expert in e-commerce development for 15 years, and can help you obtain and leverage customer reviews for your own store.
Please don’t hesitate to contact me so that we can discuss your needs together.
