After “How To Use Product Reviews As An Effective Sales Strategy,” here are more ways you can use product reviews to generate more traffic.
When it comes to making purchasing decisions, you really can’t tell how your customers decide to click on the ‘Buy’ button.
- Someone in a hurry could have just picked the first few options presented on the search results page, and those results included your website (SEO).
- Your website may have been recommended to a prospective customer by an affiliate or a friend (word-of-mouth and affiliate programs).
- A research-driven prospect found your product reviews and that convinced them to make a purchase (high-value content).
Of these three scenarios, we’ll focus on the last part.
The Internet’s influence has made us update-ravenous and habituated for more data. It’s not just the speed at which we can get it, it’s the blatant promise of what we can do with it — the potential — that is addicting. If you want to leverage your product reviews into getting more traffic to your website, it’s pretty hard to go wrong in providing too much data in this case.
What you want to do is present it well.
Rules of thumb:
- Walls of text are generally visual turn-offs. Breaking information down into manageable bites with bullets, subheadings and short paragraphs helps your readers quickly get to the salient points they need to formulate a decision.
- To boost your search engine ranks, you can put information on individual pages. This also gives your visitors the option to just open new tabs instead of having to click forwards or backwards to read more.
- Present different data differently: individual reviews on separate pages, product comparisons (in chart form, for example) on one page.
- Optimizing all your products page reviews with focused keywords helps people find you faster: ‘product review’, ‘product specs’ or ‘product specifications’, etc.
- If you offer tutorials on how to use your products: using keywords like ‘product tutorials’, ‘DIY’, ‘step-by-step’ will also help.
Properly presented visual proof will provide a compelling experience to customers of what your products are capable to adding to their lives or as a solution to their problem. Videos of the product in action, or photos accompanying step-by-step lessons in using the product help hook their imagination in.
- Presenting the same information in a newsletter make sit easier to get visitors, especially if you keep the message short and then insert ‘click here’ links to open up a new page with your site, from within your message in their email client.
- Give them the option of signing up on a separate list just to receive product reviews, to keep the people who want to be in the know.
- Using social media buttons helps provide social proof as well as boost your traffic through likes, recommendations, and word of mouth. Sharing helps spread the word.
- Recombining reviews and tutorials, and packaging them as a special report can also help boost your email newsletter sign up rate, as well as your market reach when you encourage your subscribers to share the report.
- Use different platforms to reach your market: Remember the video suggestion from earlier? Post tutorials on YouTube. You can also share your reviews on article -sharing sites to increase reach.
The key goal is to increase the spread and reach of your product reviews through the best available means, and in the most convenient, helpful and easily understood forms for your customers and your market., via the most suitable channels.
A product brief is like a capsule data-pack on the products attributes, functions and specs of your product. Bullet lists are very helpful in directing attention to important information, and subheading break the presentation up into easily taken in chunks.
You can highlight the important factors that would interest prospective buyers the most, whether they fall under functionality, durability, age-appropriateness, performance, etc. Whenever appropriate, you can support the text with visuals: first, to let them see what they’re thinking of buying, and second, for a much more compelling story of how the product performs, how it can address the customer’s issue, or how it will help them solve their problem.
Comparisons of similar products, when set on keyword-optimized pages, can help search engine ranks as well as give your visitors the information they need all on one page. The standard way is first presenting the general class of product and their function, as well as the situations that they are meant to address, then breaking down into the differences between the actual products in each class.
For example, think of cleaning upholstery. You can list down the machines that address this scenario, and break them down into industrial and home appliances, then by brand, performance, preferences and specializations, etc. Then you can support the data with a table showing the ratings, reviews, warranties, prices and specs.
A helpful addition would be a recommendation sub-section, where you can guide readers who are looking for something in particular , whether it’s a price range, a size-restriction, an option for extended warranty or special coverage, for example.
- And as always, any information that could held them decide in your favor is good, whether it includes close-ups of the product, detailed feature and performance analysis, or glowing recommendations from other users.
Tutorials are a very popular and powerful way to get your point across that your products can help the customer fulfill their needs. Showing the product in step-by-step action helps empower the customer with the idea that your product can help them solve their issues independently. DIY enthusiasts are particularly primed for this.
Pictures are an essential part of this particular type of review, in that they show proof of the product in action (‘live on the field’ as it were) and social proof in that a real live person did this and finished a project successfully using your product.
To help reassert the idea that your product is the solution, you can state the title of the tutorial in the following ways: X Steps To Using Product to (Desired Action), followed by a list of necessary materials and any sources for them.
Getting the product name in the title of the tutorial is good for SEO, and cements brand presence in the mind of the reader, plus, sharing little tips will help cement the idea that these tips were learned ‘on the job’ and again show that it’s not a faked demo but real performance.
These are a few of the methods you can use to help you further along in your marketing goals. You don’t need to do all of them at once; just test one method at a time and check if the results will work for you, before trying out another. With all these options to choose from, you’re sure to find at least one way that can help you stand out in your market.
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