{"id":29267,"date":"2019-03-26T08:48:37","date_gmt":"2019-03-26T08:48:37","guid":{"rendered":"https:\/\/shippingeasy.com\/?p=29267"},"modified":"2023-10-24T08:59:32","modified_gmt":"2023-10-24T13:59:32","slug":"feedback-management-matters","status":"publish","type":"post","link":"https:\/\/shippingeasy.com\/blog\/feedback-management-matters\/","title":{"rendered":"Feedback Management – Why it Matters More Than Ever"},"content":{"rendered":"

How highly do you consider the importance of feedback management in e-commerce? Is it an afterthought or near the top of your list? Would it change your perception if we told you that as many as 76% of customers are inclined NOT to buy an item if there\u2019s not a review or rating associated with it? Three-quarters of customers potentially lost is substantial. Feedback management in e-commerce is as important as ever. Let\u2019s look at three reasons why, and what you can be doing about it.<\/p>\n

Customers hold reviews as the answers to their questions<\/h2>\n

Customers don\u2019t just look to reviews as other people\u2019s opinions on a product. They look for answers to questions they have so they don\u2019t need to reach out to a brand or company.<\/p>\n

This is why when you\u2019re perusing a restaurant\u2019s Yelp page, for example, Yelp automatically calls out certain things mentioned in numerous reviews. They know people are looking for what\u2019s good, what other people love, what people hate, what\u2019s that \u201cthing\u201d about this restaurant. The same holds true with your feedback management in e-commerce.<\/p>\n

An eMarketer study found that if consumers were looking at two similar products\u2014with a price difference of $2\u201473% of US internet users would be swayed toward the more expensive product with a higher rating. And if consumers didn\u2019t see a review or a rating on a retailer\u2019s site, many (76%) would be less inclined to buy anything.<\/em><\/p><\/blockquote>\n

It\u2019s important to pay attention to your reviews, as well as respond to them. Let\u2019s start with the latter point–responding to reviews. Did you know 7 in 10 people indicated that a brand\u2019s response to an online consumer review changes their perception of a brand?<\/p>\n

No one likes getting a poor review, and they can be frustrating, but a cordial, explanatory, and apologetic response can actually gain you business<\/em> as opposed to a negative review just hanging out on your product page.<\/p>\n

Paying attention to reviews isn\u2019t just important to your reputation. It also helps inform what you need to know about your products. Perhaps you made a recent change and customers were not a fan. Did you change suppliers which led to a change in quality? Perhaps customers were pleasantly surprised by your latest product line and want you to expand.<\/p>\n

\"Feedback<\/p>\n

There is no better research tool than hearing directly from customers, and your reviews put all that information in a convenient place. In ShippingEasy, that place is your reviews dashboard, shown below (currently part of our Amazon Seller Suite). As the above chart indicates, not only can and do customers use reviews to understand all these elements of your products and services, but you can and should too!<\/p>\n

Word of mouth and referrals reign supreme<\/h2>\n

Stop us if you\u2019ve heard this one before: people trust the recommendations of strangers more than they do the word of brands. They\u2019ve also abandoned trust in celebrity endorsements. Feedback management in e-commerce comes down to spreading the word from real people.<\/p>\n

\"Feedback<\/a>

Full graphic at: https:\/\/www.convinceandconvert.com\/word-of-mouth\/statistics-about-word-of-mouth\/<\/p><\/div>\n

When it comes to reviews, 66% of people trust anonymous strangers on the internet (reviews) more than the word of someone they dated (looking at you, Sarah). In all seriousness, trust is paramount in e-commerce and the best way to build that trust is through word of mouth.<\/p>\n

If your business has social pages, you should be actively encouraging people to talk about your company and products. Add share buttons to product pages, use email marketing to ask people to leave Facebook recommendations, or tweet\/Instagram about their most recent shopping experience.<\/p>\n

This kind of outreach doesn\u2019t have to be tedious either. Using a platform like ShippingEasy<\/a>, you can use customer purchase and package delivery data to trigger automated emails asking for social shout outs, product and seller reviews, or direct feedback via reply to circumvent a negative public review. Speaking of which\u2026<\/p>\n

People are willing to share input–just ask<\/h2>\n

We all want to have our voice heard. We are more likely to seek out an opportunity when we\u2019re upset about something, so those who are happy with your product might require a little nudge. A few key dos and don\u2019ts when it comes to feedback management in e-commerce:<\/p>\n

    \n
  1. Ask for reviews in a neutral way, without trying to imply that the customer should provide any type of positive feedback specifically<\/li>\n
  2. Ask for honest feedback, and remind them that other customers rely on previous customers\u2019 experiences when deciding on a purchase<\/li>\n
  3. Encourage those who\u2019ve had a negative experience to reply directly to you (in which case don\u2019t use a noreply@businessname.com email address) so you can alleviate any concerns and avoid a poor review<\/li>\n
  4. Follow the rules of the platforms you sell on\u2014specifically Amazon<\/li>\n
  5. If possible, link directly to your seller review page or product review pages to make the process as seamless and friction-free as you can<\/li>\n<\/ol>\n

    This is crucial for Amazon sellers, as 51% of US digital buyers trust Amazon the most for useful product information.<\/p>\n

    \u201cPeople go to Amazon for reviews because that\u2019s where we buy the most stuff,\u201d said eMarketer principal analyst Andrew Lipsman. \u201cMore buyers and products means a higher volume of reviews, many of which are in-depth and provide the level of assurance that shoppers want before they make a purchase. As more purchases beget more reviews, and more reviews beget more purchases, this creates a virtuous cycle for Amazon that helps explain why the company owns almost 50% of the US e-commerce market today.\u201d<\/em><\/p><\/blockquote>\n

    In talking to one Amazon seller, we were told that \u201cGetting seller reviews early on helps establish your brand in the eyes of Amazon. After that, it\u2019s important to focus on product reviews going forward for visibility in search.\u201d<\/p>\n

    As a seller, you know when an appropriate time-after-delivery is to ask for reviews. In a platform like ShippingEasy, you can set automated emails to go out to every customer who purchases from you. Use triggers like specific SKUs (to really nail that timing by product), product category, first-time buyer, and more.<\/p>\n

    \"feedback<\/p>\n

    Triggers like this allow you to really hone in your messaging and make your outreach emails sound personal while being automated. That takes the extra work off your hands while building your reputation, keeping your customers happy, and providing future customers with the answers they crave. All this leads to more conversions for your e-commerce business.<\/p>\n

    Want to take your feedback management to the next level? Try ShippingEasy\u2019s platform, which includes our Customer Marketing solution, and increase business the right way. Click below to get started!<\/p>\n

    Grow My Business<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

    How highly do you consider the importance of feedback management in e-commerce? Is it an afterthought or near the top of your list? Would it change your perception if we […]<\/p>\n","protected":false},"author":22,"featured_media":29311,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[228,164,384,8],"tags":[258,229,116,256],"class_list":["post-29267","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-email-marketing","category-feedback-management","category-shippingeasy","tag-amazon-reputation-management","tag-e-commerce","tag-email-marketing","tag-reputation-management"],"acf":[],"yoast_head":"\nFeedback Management - Why it Matters More Than Ever | ShippingEasy<\/title>\n<meta name=\"description\" content=\"Feedback management is a key success factor for e-commerce businesses. 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