Online reviews serve as a guide to consumers during the customer journey and the decision-making process. Today, 92% of consumers read online reviews, and word of mouth remains the most popular method of recommendation for consumers.
But with billions of businesses online, it’s important for eCommerce companies to choose and implement the correct digital strategy in order to have as much online visibility as possible and ensure visitors turn into customers.
In this article, we’ll be going through why Google feedback and reviews are good for eCommerce, how your business can benefit from them, and how important customer feedback is in today’s competitive landscape.
The importance of online reviews
Online reviews are a great and easy way to increase traffic, improve PPC and SEO results, build your online reputation, eliminate doubt and increase customer confidence.
But what makes reviews on Google so different from other reviews on review sites like Yelp or TripAdvisor?
Online reviews appearing in search results on Google affect the way browsers find and view your business. The nature of the reviews naturally determine whether or not the shopper is going to engage with your brand.
Depending on how you collect reviews, you’ll have rich snippets stars display on organic search results, and yellow stars show up as part of your Google Seller Ratings on Adwords, which can have positive impacts on click-through rates and traffic.
Example of Rich Snippet Stars
Example of Google Seller Ratings
In 2017, Moz attributed 13% of traffic value to online reviews (review quantity, review diversity, etc.), making customer feedback the 5th most important ranking factor.
Claiming Google feedback and reviews and managing them correctly with a customer feedback platform can directly impact your search performance. According to Moz, in 2017, Google reviews have become necessary to any eCommerce company’s success, helping each and every one of them turn more quality traffic into revenue.
How your eCommerce company can benefit from Google feedback
Collecting Product and Service Reviews
Getting product and service reviews on eCommerce sites has never been easier! By using a third-party review collection and management service such as Trustpilot, you have an easy way to gather customer feedback in order to boost your visibility on search engines.
If you’ve already started collecting reviews, you can import them into your Trustpilot Account to manage and view all your previous and current reviews in one place.
If you do not have any customer feedback yet, and choose to kickstart reviews; simply upload a csv file to invite past customers to reviews your products.
Once this is done, it’s time to activate our Automatic Feedback Service; allowing you to optimise your review collection process as much as possible.
In order to showcase your Google reviews, it’s important to include your customer feedback directly on your website. Simply install our SEO TrustBoxes to feed review data to Google to maximise your paid and organic search benefits, optimising your Google shopping ads and Product Listing Ads with Google stars.
Example of on-page product reviews achieved with Trustpilot’s TrustBoxes
Example of on-site service reviews achieved with Trustpilot’s TrustBoxes
Achieving Google Seller Ratings with Google reviews
Google Seller Ratings (GSRs) is an automated Google Adwords extension that demonstrates other people’s trust in your brand. It’s a star rating system that displays under the headline and URL of your PPC ad. Any kind of eCommerce company with a digital presence can make the most of Google Seller Ratings. Here’s how...
The bottom ad has a seller rating, the top one doesn’t. Which one would you click?
64.6% of people click on Google Seller Ratings Ads when they are looking to buy an item online.
According to Google, using Google reviews to achieve Google Seller Ratings could help your business increase its click-through rate by 10% on average, and therefore improve your quality score and reduce your cost per click.
But how can your business achieve Google Seller Ratings to showcase Google Reviews directly on the search engine results page?
There are a few criterias to qualify for this ad extension and see positive results on your search engine performance.
In order to improve your visibility and clickability with GSRs, you’ll need to have:
- +100 unique reviews collected in the last 12 months in one market
- A minimum overall rating of 3.5/5 stars
This extension allows you to build trust earlier in the funnel, making it easier for customers to choose between you and your competitors. Google reviews will boost your click-through rate and give your brand much more credibility throughout the customer journey.
Improving your SEO with Rich Snippets
Rich Snippets is the markup of your content with ‘structured data’ that allows search engines to better understand and index this information. This schema markup generated by both service and product reviews is what helps you stand out with Google stars in organic listings on the search engine results page.
The rating and the number of stars show useful additional information that will encourage browsers to trust your business earlier in the customer journey.
Example of Rich Snippet Stars achieved Trustpilot’s TrustBoxes
In order to qualify for Rich Snippet Stars, it’s required to use Aggregate Rating to mark-up your web page for product reviews, or your Trustscore for service reviews.
Rich Snippet Stars boost your SEO and optimise your click-through rate, constantly driving quality traffic to your eCommerce site.
SEMRush, one of the biggest and best known SEO tools, recently published an article listing the benefits review platforms can provide to eCommerce companies. In this article, Trustpilot is mentioned as the ‘most trustworthy and powerful review platform’ for Google reviews and for an SEO benefit.
Why Google Feedback is Good For eCommerce - In A Nutshell
Building an online presence has become one of the hardest things to achieve when trying to market an eCommerce website.
Google feedback and reviews are a simple and great way to achieve it. Collecting user-generated content helps keep your website’s content fresh and updated, impacting your SEO performance.
By acquiring review stars - Google Seller Ratings or Rich Snippets - in Google search results page, you’re building transparency, trust and customer confidence earlier in the funnel, pushing browsers to choose you over any of your competitors, and therefore dramatically increasing your click-through and conversion rates whilst lowering your cost per click.
Did you know Trustpilot company profiles appear in ~0.15% of all Google searches? If you’re still unsure whether or not online reviews could benefit your business, this might do the trick!
To learn how we, as a Google Review Partner, can help you collect and manage reviews, download a free copy of our Trustpilot Complete Guide to Reviews below.