As the race to boost customer retention heats up, eCommerce brands need to strategize on building brand trust to ensure that their customers are happy and returning to their site. Reviews, in particular, are a great form of social proof that can help brands build on that trust, and ultimately, impact customer retention. Here are eight ways you can use reviews to build brand trust.
1. Gather all of the nitty gritty details within reviews
A sure-fire way to show your shoppers that your reviews are coming from real people is to collect as much information as possible from those who are leaving reviews.
For instance, if a customer leaves a review about a pair of jeans, brands can collect details about the reviewer’s age, weight, and height; the exact color and cut of the jeans they purchased; and the size they ordered. By displaying these details alongside your reviews, you can be transparent with your shoppers and build more trust with them.
2. Collect customer photos in your reviews
When shoppers see photos of previous customers wearing or using your products, it gives them visual proof that your products look and work as intended. Photos from happy customers with different body types or skin types using your products can help to boost buyer confidence, which can lead to repeat purchases in the future.
With customer photos, shoppers can see for themselves how a size medium T-shirt fits on someone who always wears a medium. Or, if a newly launched skincare product provides the kind of results that a buyer is looking for. Plus, according to the 2022 Reviews Consumer Survey, nearly 63% of shoppers say that they trust reviews more when photos are included. Grow your brand trust with customer photos.
3. Display all reviews on your site — the good and the bad
Another way to impact brand trust is to display all of your reviews, not just the good ones. Not only does this boost authenticity for your brand, but it’s also a best practice as outlined by the Federal Trade Commission (FTC).
Besides, if you’re only showcasing your positive reviews, shoppers may think they’re fake. And our survey also revealed that up to 35% of consumers will actively search for negative reviews before making a purchase. Displaying both positive and negative reviews is key to creating more authentic and trustworthy experiences with your shoppers.
4. Keep an eye on your site with review moderation
Moderating your product reviews can also help with brand trust. But keep in mind that “moderate” doesn’t mean that you should be selective and only showcase your good reviews. Instead, it requires you to identify if any reviews on your site come across as fake, misleading, or irrelevant.
If there are any reviews that fall into these categories, it’s best to either remove them or categorize them as “fake” or “misleading.”
5. Respond to your reviews when you can
Displaying both positive and negative feedback and moderating your reviews are all great practices. But when you respond to your reviews, it builds in that extra layer of trust with your customers.
Responding to customer feedback shows shoppers that you’re a real brand run by real people. It also indicates to your shoppers that you’re actually reading their feedback and taking the time to either apologize for any inconveniences, find a solution, or simply thank them for being loyal customers.
6. Showcase review verification to promote authenticity
As you’re moderating and responding to your feedback, you can show your shoppers that your reviews are legitimate by verifying them as well.
Depending on how your individual product reviews have been collected, your brand can add a badge near the top of the review specifying the verification. A few popular badge types include verified reviewer, verified buyer, and verified purchase among others. With these badges in place, you can show shoppers that your reviews are authentic and written by real customers.
7. Use customer feedback as actionable insights
Nothing builds brand trust and loyalty more than taking your customers’ feedback and turning it into actionable insights to improve your products. Once you receive feedback from your customers in the form of reviews, determine what you can do to improve — similarly as you would with the customer feedback loop.
When customers see you actively working to improve your products and their experiences, they’ll be more likely to trust your brand. These improvements will allow you to make adjustments to your products as well as how your brand operates. With these changes, you could make their shopping experience that much more seamless the next time they buy from you.
8. Build your Google Seller Ratings
You can build trust with your customers even further with Google Seller Ratings, which show new and returning shoppers that you’re a trustworthy and reputable brand. In order to display your Google Seller Ratings in ad campaigns, your brand needs to collect a minimum of 100 site reviews within 12 months for whichever countries you’re targeting.
Once you collect enough site reviews, you can add your Seller Ratings to your Google Shopping Ads to showcase that your brand is trusted among online shoppers. According to Google, by adding your Seller Ratings to your ads, you can increase your click-through rate by 10%.
Why reviews can help build trust
Trust is one of the most valuable currencies in eCommerce. When looking for ways to build on that trust with your customer base, consider what you can do with your product and site reviews.
Reviews can provide so many details — especially since these insights are coming directly from your customers. Stand out from your competition and use your reviews to your advantage to impact the path to purchase and boost customer retention.
And with the right reviews partner, you can set your brand up for success and start building trust in no time!
Brand trust FAQs
What does brand trust mean?
Brand trust refers to the confidence and belief that consumers have in a particular brand. It is the perception that the brand is reliable, honest, and capable of delivering on its promises consistently. When customers trust a brand, they feel more comfortable making purchases and are more likely to remain loyal to the brand over time. Building brand trust is essential for eCommerce companies as it can lead to increased customer retention and positive word-of-mouth recommendations, ultimately contributing to long-term business success.
How important are customer reviews when building brand trust?
Customer reviews are incredibly important: they serve as a form of social proof that helps build trust and credibility with potential customers. When shoppers see positive reviews from other satisfied buyers, it creates a sense of confidence in the brand and its products. Reviews also provide valuable feedback and insights for both the brand and potential customers, enabling them to make informed purchasing decisions.
Why do customers trust online reviews?
Customers trust online reviews because they are perceived as unbiased and coming directly from fellow consumers who have already experienced the product or service. Unlike marketing messages from the brand itself, reviews are seen as more authentic and genuine. The transparency and candid nature of reviews make them valuable sources of information, and shoppers often rely on them to gauge the quality and reliability of a product or brand before making a purchase.
What is the key to building brand trust with online reviews?
The key to building credibility with online reviews is to ensure their authenticity and transparency. Brands should encourage genuine reviews from real customers: displaying both positive and negative reviews is crucial, as it demonstrates honesty and shows that the brand is not trying to hide any negative feedback. Additionally, responding to reviews, whether positive or negative, shows that the brand values customer feedback and is actively engaged with its audience.
Why are customer photos in reviews important for building brand trust?
Customer photos in reviews play a crucial role in building brand trust because they provide visual proof of the products being used or worn by real customers. When shoppers see photos of happy customers using the products, it adds credibility and authenticity to the reviews. These photos showcase the products in real-life scenarios and allow potential customers to visualize how the items might look or perform when they use them. The inclusion of customer photos boosts buyer confidence and increases the trustworthiness of the brand and its products.
