Every e-commerce website should allow customers to review products.
That’s because product reviews have been proven time and time again to increase conversion rates and add extra search engine friendly content to otherwise plain e-commerce pages.
Customers like to read reviews and having a large number of good ones can make the difference between a purchase or an abandoned shopping cart.
Most e-commerce sites struggle to rank well for long tail search keywords due to a lack of content. Because reviews are user generated content they include the sort of keywords that users are likely to search for and we’ve seen big jumps in traffic following the addition of product reviews to a website.
In 2009 Google introduced a service called Rich Snippets which allows you to add html mark-up to your product reviews, which Google can then use to produce more useful (and eye-catching) search results for your site.
Product reviews are also a very important part of optimising for Google Product Search – put simply the more positive reviews you have on sites that Google trusts, the higher your products will rank in Product Search results.
Obviously, we don’t just create fake reviews like other agencies might – we help our clients develop a long term, sustainable strategy to encourage customers to review products themselves.