At the start of April, Google shopping product ratings were launched in the UK, France and Germany, after successfully being rolled out throughout the US last year. These ratings appear on Google shopping pages in the form of a five-star rating system and reviews, and are collected from various sources to ensure thorough and honest data. Google is obviously not the first major site to use product ratings, but it does create a model for other websites to look towards. Here are some of the reasons that showing product ratings on any shopping site can help sell products.
Helps customers with product selection
The number one reason product reviews help companies trying to sell products is that it helps consumers to choose the products they want to buy. A potential customer is far more likely to choose a product that only has a three-star rating over a product that has no rating at all, because it gives them more trust that the product is what it says it is.
Provides fresh content for search engines
Search engines will always favour fresh content over a page that has not been updated regularly. If you allow ratings and reviews on your website, your page will be seen to have new content almost every day, which will rank it higher on any search engine results page. Many e-commerce sites use standard copy for product descriptions and titles, and having user-generated content, such as reviews, allows you to constantly update your site with the minimum of effort. For those using AdWords and other PPC advertising models, a high ranking on search engine results can be invaluable.
Speak to us about providing regular, fresh content for your site, as we offer a range of solutions to help you to develop your brand and web presence, including ways to drive high quality traffic to your site, and PPC search management.
Can increase click-throughs
A potential customer is more likely to click through from a results page to your product if they see a star rating. This is not only because ratings help customers to choose products, as mentioned before, but also because a product with a star rating visually stands out more than a product without one. If your product is the only one showing a star rating, users may unconsciously choose your product over a competitor’s.
Bad reviews increase consumer trust
Don’t avoid adding ratings to your page in case you get bad reviews. Customers are actually less likely to trust a product that only has glowing reviews, as this can often seem fake. It is not a secret that some companies do use people to write up fake reviews in order to improve their rankings, but this actually works against you as people distrust anything that seems too good to be true. A couple of bad ratings thrown in with the good ones makes customers feel safer and put more trust in the product, meaning that there is nothing to fear if you just ensure that your ratings are honest and come from actual users. If you are concerned about getting too many bad reviews, think about changing your products to ones that you trust!