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Conversion Optimization – Let Them Speak

May 24, 2010
Jay


Including customer testimonials on a landing page is a great way to increase conversion. Allowing users to add their own reviews can take this a step farther. Reading reviews has become almost a standard step in shopping online. It is now extraordinarily common for someone to read reviews of a product or service before purchasing it online. For this reason, if you are indeed selling a product or service on your website, include reviews, both good and bad, from real people right on your landing page. If someone comes to your landing page and finds interest in what you have to offer, there is a good chance they will exit your website in order to look up reviews. Once they decide to make a purchase, they may find one of your competitors instead. By having reviews available right on your landing page, it reduces the necessity of people to exit your site before making a purchase.

I know many of you are wondering why you would want to include bad reviews of your products on your website. There are actually good reasons for this. For instance, having bad reviews reinforces to the user that these are real reviews from real people. The bad reviews will make the good reviews more meaningful. In addition, there are enough places online on which people can speak your mind. If they can’t say negative things on your website, they will say them somewhere else. There is nothing you can do about that.

If you need help supporting reviews on your website, there are third-party vendors like BazaarVoice.com that provide the solutions.