The e–commerce market has experienced exponential growth in recent years. More and more people around the world are choosing to buy all kinds of goods online, especially after months of lockdown.      

However, with the growth of demand the offer also increases. Being competitive and above all visible is the main challenge that every e–commerce will have to accept in this second part of 2020.

The most powerful marketing tool has always been word of mouth: it cannot be controlled, but it does determine the true success of a brand.

Today the evolution of word of mouth is Feedback, user reviews or (almost always) spontaneous comments, able to praise or sink any product or service.

Let’s find out together the usefulness of user reviews, and how they can help you increase the sales of your e–commerce and improve the customer experience.

Data and statistics on e–commerce: where we are

At the end of 2019, the e–commerce growth estimates were very positive. It was assumed to reach 2.05 billion buyers by the end of this year, that is, one in four people would have chosen to buy online.

In 2017 the Nasdaq predicted 95% of online purchases by 2040. However, these estimates are no longer current due to the Covid-19 pandemic.

Months and months of lockdown have undoubtedly changed our habits and forced online purchases, even for those who were still reluctant. Millions of users have started buying on e–commerce sites due to the forced closure.

To get an idea of ​​what happened, just think that eBay states that just in the months of April and May it received over 6 million new registrations from all over the world. This important increase, therefore, suggests a growth rate in the total volume of items sold for the next 6 months between 23% and 26% compared to the same period of the previous year.

These data are also confirmed by Statista.com: retail platforms, only between January and March 2020, recorded an increase in global traffic of 6%. Overall,  e–commerce sites generated 14.34 billion visits in March 2020, compared to 12.81 billion global visits in January 2020.

In the space of 8 weeks, the global use of e–commerce has anticipated the projections by two or three years.

In North America and Europe, consumer behavior has rapidly shifted: it now relies on digital channels to meet the needs of any type of purchase. In the last few months, consumers have searched for everything online, from bathroom furnishings to groceries. The positive thing is that the majority intend to maintain their current dependence on e–commerce for the coming months. 

How to stand out thanks to reviews

Again let’s start with some data:

  • 52% of consumers say they will not go back to shopping in stores.
  • 60% of EU consumers will continue to shop online in the same way even after the pandemic. 
  • 25% of US consumers have difficulty finding what they are looking for online.

If a potential buyer is unable to satisfy his purchase needs, or does not have enough elements to assess whether it is worth confirming interest, for an e–commerce site it can mean one sale less.

Brands and sellers should adapt their web presence to learn how to manage changes in customer behavior in the long term.
More and more customers expect to be supported during the shopping experience on digital channels, with options that increase the satisfaction rate, such as delivery or collection on the same day of purchase.

A satisfied buyer will not only return to buy on a particular site, but will be willing to leave positive feedback to tell of his shopping experience.

The term “feedback” is used to describe useful information about previously experienced actions or behaviors, communicated to another individual (or group) who can use it to regulate and improve current and future actions or behaviors.

Feedback occurs when an environment reacts to an action or behavior. For example, “customer feedback” is the reaction of buyers to a company’s products, services or policies.

Effective feedback, both positive and negative, is always very helpful. Feedback is valuable information that can and should be used by the brand to make decisions and plan sales strategies.

The best performing companies are successful because they are constantly looking for ways to improve the user experience. “Continuous improvement” is not just a slogan but a real focus based on the feedback of an entire organization: customers, employees, suppliers, sellers and stakeholders. The best companies are not only good at accepting feedback, but they ask for feedback and build their marketing strategies around it.

4 reasons why Feedback is essential for your e–commerce:

  • Feedback is always there (even if it’s not written)
    It is something that is part of our daily life. Whenever we speak to a person, employee, customer, supplier, etc., we communicate feedback. It is practically impossible not to give feedback.    
  • Feedback is effective listening
    Regardless of whether it is verbal or written, the user providing the feedback feels that he is understood and that his opinion matters.
  • Feedback is a tool for continued learning
    Investing time in asking and knowing how others see you is synonymous not only with humility but with a reality that wants to grow and improve constantly. Continued feedback is important for setting goals, creating strategies, developing new products and services, improving relationships and more. Continued learning is the key to success.                                                                                                                       
  • Feedback can improve performance
    There are several ways to use customer feedback and take advantage of it: improve the customer experience, increase conversion rates and gain new ideas for A / B testing but, most importantly, use feedback to improve personalization, which helps build a better roadmap of products or services. You can use it to give customers the right offers, products or services at the right time. It is therefore a given that by asking for feedback you can learn more about what your customers want and thus greatly improve conversion.  

Case study: “Average Customer Reviews” The filter most used by buyers on Amazon

Once you understood the importance of feedback, especially in the e–commerce world, where the customer often tends to “trust” the judgment of other users, the question arises:  how much do reviews really affect a sale? 

Let’s take Amazon and the management of reviews as an example, undoubtedly a key element for sellers.

An Amazon Seller account is similar to a real extension of a proprietary e–commerce, therefore it requires a dedicated strategy and constant attention to user reviews.

Often what determines the choice of an object rather than another, is precisely the number of stars, i.e. positive customer reviews, also because filtering products is an integral part of the shopping experience of Amazon users and, without a doubt, one of the most used filters is “Average Customer Reviews“.

Amazon’s product pages are no exception to the product details pages of other e–commerce sites and having many reviews is fundamental.Social Proof has a powerful influence on users’ purchase decisions and, moreover, reviews often contain information about the product not contained in its description.

The role of influencers, the positive (guided) voices of a brand. Pros and cons

Feedback is clearly a powerful tool that guides users’ willingness to purchase, and the rise of influencer marketing in recent years is a clear proof of this. 

Entrusting a more or less well-known face to review a product or a brand is nothing more than a controlled way of creating positive feedback and sharing it with as many people as possible.

It is no longer the number of followers or likes that dominates. The goal of campaigns is to build long-term relationships, promote a product and the values ​​of a brand.

The need of brands is to create authentic communication. The influencer must be the sincere spokesperson of the brand, must convince the user that he has really tried and appreciated a certain product, and that what he tells is his real experience and sincere feedback.      

For this reason, 2020 is the year of micro influencers, not only well-known faces, but “ordinary people” able to convey their thoughts, with an authentic review capable of interacting with users’ consumption choices.

This is why organic influencers were born. These are ordinary people who, after purchasing products, promote them on their social profiles simply because they appreciate them and want to tell their experience.

Consumers find this type of marketing more reliable because they perceive it more like word of mouth.

Influencer Marketing Hub in the 2020 report surveyed 4,000 marketing agencies, brands and other industry professionals to gather their perspectives on the state of influencer marketing, and highlighted some really interesting points. Here are some of them:

  • The influencer marketing industry is set to grow to about $ 9.7 billion in 2020.
  • The average value earned per $ 1 spent increased to $ 5.78.
  • 300% more micro influencers used by large companies than in 2016.
  • Nearly 90% of all influencer campaigns include Instagram as part of the marketing mix.
  • The most common measure of campaign success is the conversion rate.

What we said so far is already enough to explain why most brands are satisfied with their influencer marketing campaigns and intend not only to continue to dedicate budgets in the next months, but even to increase it.

ShippyPro My Feedback, reviews ready for use

Collecting enough positive reviews to influence a user’s willingness to buy or launch an influencer marketing campaign takes time, a well-planned strategy and a dedicated budget.

ShippyPro helps its users thanks to a simple and intuitive function, present in Track and Trace, useful for collecting your customers’ reviews in a natural and organic way: we are talking about My Feedback.

My Feedback function allows your customers to leave a review after a purchase, which will be automatically shown with the related order data. Thanks to the tracking emails your customers can evaluate ShippyPro, the Carrier and your product.

To allow customers to leave a review, simply enable the automatic sending of Email Notifications for the Leave Feedback status. After enabling Leave Feedback, your customers will be able to leave a review on both ShippyPro and the Carrier upon delivery.

ShippyPro My Feedback

Thanks to My Feedback you will always have everything under control, in the panel you will find a quick summary of your feedback with the average rate, to be filtered by name, date or address.

How to enable a widget and show reviews received on ShippyPro  

The most important thing about reviews is to be visible to users who enter your site and decide to buy a certain item.   

For this reason, ShippyPro gives you the possibility to show the reviews collected with My Feedback function, on a custom domain or a Widget on your site.   

ShippyPro allows you to add a custom domain to emails so you can consult feedback directly from there, as well as giving you the option to include a Widget directly on your website to show all your visitors your feedback.    

All with simple and quick steps. Visit the dedicated Help Center to find out more.

ShippyPro My Feedback - Widget

Thanks to ShippyPro you can immediately start using My Feedback, as well as other tools, in order to automate your shipments in an intelligent way and transform each delivery into a new sales opportunity.