Did you know that 61 percent of customers read online reviews before making a purchase decision? They are essential if you operate an e-commerce website. Accumulating a large number of 5-star reviews builds brand reputation and credibility, and ultimately drives sales.
So, how do you attract a large number of 5-star reviews? I discussed strategy with Ron Rudzin, CEO of Zenhaven, a luxury mattress brand with more than 15,000 5-star reviews online. Here is what they have done that he credits their success in this area to.
Provide an Engaging Brand Experience
A brand can no longer hide behind a website and expect consumers to convert into sales. Social media, hands-down, is the most effective way to reach your target customers and engage with them. Look at the most successful brands online and I guarantee you will see a very active social media presence.
"At every touch point we've been focused on providing an engaging brand experience. For example, we have very active social media pages which have become a great place for our customers to speak to our team as well as one another," explained Rudzin.
Offer 24/7 Customer Service
Rudzin credits customer service that's available around the clock to their success. "We have customer service representatives working 24/7, 365 days a year. Between live chat on the website or over the phone, our customers can shop at their convenience and get answers to any questions they might have. Our customers know that if they ever have a question about their mattress, someone at Zenhaven will be available to help them at any time."
Even if you don't have the ability to provide live customer support 24/7, make sure you offer multiple options during business hours. Live chat is something that is so simple to implement and it's extremely effective. There is no reason you shouldn't have live chat support on your e-commerce website, cost included, because there are several low-cost options, including tawk.to, which is 100 percent free.
Go Above and Beyond
Zenhaven provides a complete white glove delivery and set-up experience, something that many competitors don't. According to Rudzin, their customers love it, saying, "We spent a lot of time building out a nationwide infrastructure that sends out a trained delivery person to set-up the new mattress and remove the old mattress. This convenience has been well received by our customers, who appreciate not having to do the heavy lifting and set-up themselves."
Find a way to offer a convenience that potential customers simply can't refuse. Delighted customers are more likely to take the time to leave your website a favorable review.
Make it Easy for Your Customers to Leave Reviews
Rudzin understands Zenhaven's customers are their biggest asset. "Our customers are our biggest advocates. Across our brands we have over 15,000 five-star reviews, making us one of the best reviewed mattress companies online. The best part is, we've found that our customers will often speak to prospective customers, helping them make product selections and answering their questions."
If you want to encourage reviews, make it extremely easy for your customers to leave them. Zenhaven has a dedicated review page on their website, where customers can leave reviews, as well as access other review websites, such as Google and Yahoo. Many brands are now making it simple for potential customers to read and leave reviews.
Differentiate Yourself from Competitors
"Zenhaven is a very unique product in the mattress category. By being a 100 percent natural, cool-sleeping mattress, our product essentially sells itself," explained Rudzin.
No matter what industry you are in, you need to find a unique selling point that differentiates your brand from all of the other options available. Once you identify what that is, make sure to reinforce it with your audience. Highlight it on your website and promotional emails, focus your content strategy around it and remind people of it through social media.
Jonathan Long is the Founder of Market Domination Media®, an online marketing consulting agency. Jonathan also created EBOC (Entrepreneurs & Business Owners Community), a private business forum and founded consumer products Sexy Smile Kit, a teeth whitening kit and Sexy Slim Tea, a diet detox tea.