As Jaunius Danielius, product director of Omnisend, explains, millions of people around the world use e-shops operating in the Shopify environment, and in Lithuania there are over 4,000 such shops. Therefore, according to him, the removal of user reviews will have a negative impact on both sellers and buyers of goods.
“It’s no secret that many read reviews both regarding the products they are interested in and regarding the sellers themselves. Without the product evaluation function supported by Shopify, one can expect a significant, if not drastic, decrease in user traffic to online stores. In addition, it would negatively affect the conversion of the online store page.
Both of these reasons can lead to a drop in sales. Therefore, businesses trading here should hurry to transfer the product evaluation option in time if they want to keep this important tool”, says J. Danielius.
More reviews mean more attention from potential buyers
The fact that product reviews are important for any online store is confirmed by the data available at Omnisend. It is estimated that the conversion between an e-commerce account that does not support reviews and one that supports reviews can differ by regarding 10 percent. in favor of the latter. Such a difference, according to J.Danielaus, is determined by the preference of online search engines for unique, real content.
“In other words, when a product review is left on a merchant’s page, the page refreshes, which is seen by Google, which values updated content very much.” The more often you update your content, the higher you rank in Google’s search results and the more likely it is that your store’s link will be clicked, which should be the goal of every online merchant,” explains the specialist.
According to J.Danielius, display of product evaluation in the search system is another incentive for potential buyers to click on the link of the desired online store. He explains that when choosing between identical or similar products, the buyer will be more inclined to choose the one whose evaluation can be conveniently and clearly seen in the online search window.
According to the specialist, not only the evaluations left by the buyers, but also the real photos provided by the buyers help the sellers to sell their products faster. In addition, ratings are equally important for both cheap and expensive items.
However, J. Danielius draws attention to another problem: the lack of transparency of reviews and evaluations. According to him, there are many stories of how sellers of goods invite consumers who have not necessarily purchased the goods to leave as many positive and higher-rated reviews as possible for one kind of reward or another.
“Fortunately, both the Omnibus directive of the European Union that came into effect, as well as responsible merchants and marketing platforms, increase the transparency of the entire e-commerce ecosystem. Therefore, the time when online stores were full of overly enthusiastic reviews is over,” comments Omnisend’s product manager.
How to keep accumulated “stars” on your items?
Although the Shopify platform will disable product ratings in a few weeks, the thousands of merchants who trade here may still be able to save the accumulated ratings by transferring them to other channels. Automated marketing platforms such as Omnisend can be useful for this, offering a wide range of solutions: from e-mail to letters to SMS messages to buyers. This solution is expected to allow merchants to increase user traffic to their e-commerce sites. trading accounts.
“Even without Shopify’s ratings feature, ratings won’t go away – it just takes a little work on the part of merchants to save them.” Product evaluations will also be able to be transferred to the selected automated marketing platform, maintaining both the history of the evaluations accumulated so far and their display in the e-store – all you need to do is import the extracted data.
In addition, through the same platform, merchants will be able to integrate product evaluations, for example, into specialized e-mails. letters to clients”, says Omnisend product manager J. Danielius.
He also adds that automated marketing solutions can help not only save product reviews, but also ensure a seamless buyer journey from interest to final decision. This would allow to further increase the conversion rate of the online store, customer trust in the merchant and sales revenue.
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2024-04-26 23:29:57
