Converting visitors into prospects and by extension into buyers is the essence of the online marketer's mission. Online reputation has an impact on a customer's conversion, as they increasingly rely on the opinions of other Internet users to make purchases.
Consumer testimonials play an important role in a brand's reputation.
Word of mouth has always been the most effective form of advertising. Potential buyers trust online reviews to help them find the right good or service for their needs. It is in this sense that consumer testimonials play an important role in a brand's reputation. These reviews are more credible to the extent that a product use is a simulation of consumer testimonials. This is why it is important to manage both positive and negative opinions. With the Internet, word-of-mouth advertising can start with an online comment on Facebook. The reach can go beyond friends and acquaintances.
Here are some techniques to convert visitors into prospects by acting on reputation.
Propose an added value of entry
Most visitors are not inclined to buy from a site they have just discovered. Therefore, the first job is to offer added value so that he agrees to provide personal information to be a prospect. The idea is to find the element that would incite him to go ahead, but what is proposed must be useful to him. It can be a free report, a free sample kit, an information kit, a catalog, participation in a contest, a discount coupon or simply a gift.
Invite customers to share their experience
To do this, simply add a "testimonials" or "what customers say" page on the site where positive customer feedback will be placed. A visitor can go to this tab to get an idea of the product offered. In this sense, it is necessary to go further by including in each review the full name of its sender. This gives more credibility to what is said with a picture if possible. However, it is important to ensure the client's authorization before revealing his name.
Allowing criticism
Beyond the experience page, it is also important to set up a comment space. Consumers must be able to express criticisms about the good or service. This will only add credibility to the site and show that the company is listening to its customers. Other sites go further by setting up a rating system.
Usually, the rating is based on the number of stars. Of course, it is always feasible to check comments before publishing them. This is a way of filtering the reviews, but the ideal is always to explain the criticisms. Visitors do not like to be manipulated and are sensitive to these discussions between the brand and its customers.
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