All online businesses face problems at one stage or another, from poor Adwords performance to an inconsistent online reputation. Read on for some solutions.
1. Poor click through rate on Adwords and Google Shopping
There are thousands of articles online giving advice on how to implement and improve your Adwords and Google Shopping campaigns. I'm not going to go into detail here because there are other sites more focussed on PPC performance than this one.
That said, you first need to take care of the basics. Make sure your keywords, ad content and landing pages are relevant to the intent of the search query. Make sure your prices, delivery and service are competitive.
If you're sure you're not wildly out on either of these things and are still suffering from a relatively poor CTR, then you might be missing a vital ingredient from your adverts - Google Seller Ratings.
These are the little stars which you may have seen across the web. They appear underneath paid adverts to give an at-a-glace indication of the quality of service the retailer is expected to give, based on reviews aggregated from across third-party providers by Google.
Stars under ads will increase click through rates, by around 17% according to Google. The only way to show stars under your ads in the form of Seller Ratings, is by collecting reviews. You need to use a licensed third-party Google Review Partner such as Reviews.io.
Once you have crossed the threshold (currently 100 verified reviews in a 12 month period by country), you will become eligible for Seller Ratings, and you'll see an immediate uplift in clicks from your adverts.
2. Poor conversion rates on eCommerce product pages
If you've got some good quality traffic coming to your product pages but not much in the way of sales, then you might need to look at the content of your page. A lot of retailers sell the same products, and generally rely on manufacturer information to form product descriptions.
This is all well and good but it does get a bit "samey". Some manufacturer descriptions can be a bit dry, listing facts and figures but not the application of the product.
Reviews can help. Most reviews contain a written comment, and most comments talk about how the product is suitable for a particular application. When reading these reviews, if someone else is using the product for the same thing you want to, you're more likely to buy it.
I've written a post about how reviews influence the customer journey so take a look at that.
Another option is the Expert Answers widget. This allows customers to ask specific product-related questions which only you can answer. It's not a public answer system, only you can supply answers to the questions. The benefits are twofold, you'll avoid spam and you'll be seen as an authority on the products you sell.
In short, if you display reviews on your product pages, you're giving one less reason for the undecided shopper to leave your website.
3. Poor online reputation
Businesses with a poor online reputation are losing potential customers. They may not even know the sheer volume of sites across the web where reviews might be written.
Customers will find reviews on your company all over the web (such as Facebook, Yelp, Google Maps etc), so you need to make sure that their first impression of you is good. There's almost no point having a 5 star average across Google Local if your Facebook score is 1 or 2, because both listings will appear in Google close to each other.
The best thing your business can do is actively collect positive reviews across a wide range of third-party sites. Reviews.io's Local Reviews solution lets you direct a percentage of your review traffic to these third party sites. This means you can automatically manage your reputation across a whole raft of sites from one location.
Reviews.io supports sending review traffic to Facebook, Amazon, Tripadvisor, Check-a-Trade, Yelp, Yell, Google Local/Google Maps and more.
4. Poor volume of reviews collected
You've asked your customers for a review, perhaps by writing a manual email to your customers, and you've not had many responses. There are a number of factors that could affect your review collection rate.
The first, is the content, design and length of your email. With Reviews.io, you have complete control over the design of your invitations. You can also create unlimited multiple version of your emails for testing which message gets the best results for you. You also have control over when the emails are sent to your customers (the period of time elapsed between the time of order and when the review invitation is sent.
If you're providing a service on-site or in-store, you can use our In-Store App feature to collect immediate feedback from your customers. Collection rates on the in-store app are very good, with many resulting in mainly positive reviews.
5. Poor SEO Rankings
If your pages aren't ranking well on Google, then there's probably a good number of reasons. Google likes to see fresh, relevant content from websites, and one really effective way of providing this is with user-generated content.
UGC keeps your website up-to-date. Comments in reviews are full to the brim of relevant keywords, especially on product reviews, and these are often picked up in the meta descriptions of your page in the Google SERPS.
Again, this isn't an article which is going to go greatly in-depth into SEO techniques, but we know that the presence of reviews on your site, on third party platforms and on your social network pages does have a positive effect on your page rankings. Have a read of this post for some more details on UGC.
Review collection can solve a number of business issues, so it's worth signing up to a trusted review partner like Reviews.io if you're experiencing any of the issues listed above.
Here's a short video explainer:-