5 innovative ways to use product reviews to increase your BFCM sales

5 innovative ways to use product reviews to increase your BFCM sales

Vera Smirnoff, Marketing Director, Loox
Vera Smirnoff, Marketing Director, Loox
November 20th, 2018

Black Friday and Cyber Monday are upon us, and so is the tremendous opportunity for your Shopify store to make money. Last year, Shopify merchants around the world made over $1 billion in sales and this year is predicted to be even bigger.

You already have your BFCM strategy in place, but here is something that probably slipped your mind. We offer you five innovative ways to use reviews and user-generated content that will take your store to the top.

Did you know that reviews can push your Facebook ads to a new level?
Keep reading!

1. Improve your Facebook Ads relevance score and performance

The two biggest challenges with Facebook ads is crafting creatives that will resonate with your audience and getting that relevancy score up. Showing the right images and text to the right audience, sounds easy on paper, in reality, it proves to be quite a challenge.

Because of the sheer amount of marketing noise circulating the internet (on average, consumers are exposed to 5,000 ads per day), Facebook users learned to tune out branded content and generally distrust ads. With millions of ads appearing in our newsfeeds every day, it’s difficult to stand out with engaging, eye-catching content. And that is precisely where UGC comes in.

Here are some amazing stats to consider:

  • A staggering 93% of consumers turn to user-generated content when making purchasing decisions
  • UGC-based ads get 4x higher click-through rates and a 50% drop in cost-per-click than average.
  • UGC results in 29% higher web conversions than campaigns or websites without it.

Below is an example of a Facebook ad that uses UGC. When images have been created by customers – they’re raw and genuine, inspire trust and convert like nothing else!

UGC powered ads are great, but how can you get your hands on tons of customer-generated photos?
Get Loox – the photo reviews app for Shopify!

2. Generate tons of content for marketing efforts

UGC provides you with a lot of high-quality content that you can use in all your marketing channels: Facebook Ads, Email campaigns, Blog images, and Landing Pages. This means you can refresh your ads and other creatives regularly so that your campaign doesn’t get stale, and you can keep things highly relevant.

With Loox you can schedule automatic, fully branded review requests and reminders to encourage your customers to snap a picture and leave a review, generating significantly more reviews with photos. You can easily display your reviews in stunning review galleries, boosting credibility, conversions, and sales with strong social proof.

3. Display reviews while customers are browsing with a social-proof popup

What is the biggest nightmare of any Shopify store owner? Lots of traffic – and no conversions.

Social proof is an extremely effective conversion booster as buyers are influenced by the decisions and actions of others around them. So when customers see that other people love the product they are interested in, they are much more likely to take action and click the “checkout” button.

The Loox Popup combines the power of social proof, context awareness, relevance and a strong call to action; the perfect recipe to skyrocket your conversions.

As your customers browse through your store, the Loox Popup prominently displays reviews that are relevant to the specific pages they are currently looking at.


4. Conversion powerhouse – happy customers page

A dedicated page with all your store’s reviews is an excellent source of trust and conversions.

As we all know, it’s easy for brands to brag about how great their products are. You can shoot great professional photos an make amazing branded videos to draw attention to our brands. While all of these are necessary and are often successful, there is no better way to gain trust and prove the authenticity of your products like product reviews. 

When you post all your customer reviews on a dedicated page you build trust. In addition, your Happy Customers page is a great way for your customers to discover your store’s products.

5. Display reviews and ratings on the cart page

There is nothing sadder than an abandoned cart. Getting a customer all the way to the shopping cart, only to lose out on the sale is the thing most Shopify entrepreneurs hate with a passion. While some amount of cart abandonment is inevitable, there are proven ways to reduce your cart abandonment rates without totally overhauling your e-commerce store.

One effective way is to display customer reviews and testimonials that are relevant to the products in cart to add an extra level of credibility and trust at this critical junction of your funnel.

BFCM is a fantastic opportunity for Shopify entrepreneurs that you shouldn’t miss out on. Last year U.S. retailers earned a record $7.9 billion on Black Friday 2017, an increase of nearly 18% from a year ago. 

Product reviews, testimonials and other types of UGC can give a significant boost to your marketing efforts.

So let’s take it back a step and recap. UGC is great because:

  • It is trusted by consumers
  • It is engaging (which makes it a high contender for a high relevance score on Facebook)
  • It converts
  • It brings highly engaging content for your marketing efforts

How do you get your customers to submit reviews with photos? Join over 15,000 Shopify merchants who grow their business with Loox!

  • Make leaving reviews accessible, easy, and rewarding
  • Collect TONS of GENUINE reviews and build more trust
  • Display reviews in stunning galleries
  • Surface relevant reviews on any page with social-proof pop-ups
  • Encourage repeat purchases through smart product recommendations and discounts
  • Enjoy powerful integrations
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