11 inventive ways to use reviews beyond the product page
We know they are often very efficient there, so why not attempt them out in several settings?
Here I’ve rounded up 11 examples of reviews utilized in intelligent and progressive ways. Some on-line, some offline…
If reviews can work properly on-line, why not use them in an offline setting?
This advert for Sonos, proven on the underground final yr, is simplicity itself.
And, in the event you Google the time period, you will see plenty of websites with 4 or 5 gold stars for Sonos merchandise. Very persuasive.
Of course, you want to have an excellent product and reviews for this, however it’s an incredible tactic.
Alternatively, you would show evaluation scores, quotes etc on the advertisements themselves.
In TV advertisements
A Kia TV advert from final yr used the airtime to show the variety of constructive reviews Kia had acquired about its automobiles.
Not solely was the use of reviews in an advert revolutionary, however Kia additionally ensured that the campaign was joined up, with reviews prominently displayed on touchdown pages.
This has additionally been utilized by Beko in its TV ads:
On retailer finders
As nicely as the ordinary information on opening hours and site, Schuh has added buyer reviews of every retailer to its retailer finder.
Whether this helps conversion right here is debatable, however I’d think about it helps to maintain employees on their toes.
In Google native search outcomes
Schuh once more, and this time reviews of its shops are possible to assist improve footfall.
Using Google+ Local should be a no brainer for companies with an offline presence because it gives higher search visibility and the alternative to promote to native searchers for free of charge.
Here, the reviews are usually constructive and will assist persuade individuals to make the journey to the retailer.
Also, these outcomes seem in non-model search outcomes for native searchers for phrases like ‘shoe outlets’.
In filtered navigation
Consumer reviews on ecommerce websites should not simply be confined to product pages.
Instead, take into consideration how one can use them to ship individuals to product pages, or to assist their product choice.
Here on Best Buy. customers can choose common evaluation scores as a filter alongside different product options.
In PPC advertisements
Seller ratings offered by clients can be utilized in PPC advertisements to present a fast star score for searchers.
Here, confused.com’s scores give it a slight edge over the relaxation, prime place apart.
In advertising emails
Reviews can be utilized to decide which merchandise clients actually respect and to promote them.
In this instance, Oliver Bonas shows three of its prime reviewed merchandise:
Here’s one other instance from Sony France:
Used with apps in-retailer
Italian retailer Marcopolo has an app which has been designed for in-retailer use.
As retailers look to fight showrooming, making reviews straightforward to discover for in-retailer consumers is a really sensible concept.
Here, clients can scan QR codes (sure, a good use of QR) on the shopfloor to be proven reviews and different product info.
As retailers look to fight showrooming, making reviews straightforward to discover for in-retailer buyers is a really sensible concept. This means clients do not want to search elsewhere for this info, together with on rivals’ websites.
Add to natural outcomes
If you might have reviews on site, that is a simple win. Here, each moneysupermarket and LV use Schema markup to present common evaluate scores in the search outcomes.
Gocompare might have pipped them to the prime natural slot, however these two outcomes stand out extra thanks to the star scores.
Why not? Social proof can work offline simply in addition to on-line. Here’s an instance from Currys’ brochure.
At the retailer shelf
While it is good to present cellular customers with quick access to reviews vis in-retailer prompts, there’s a case for chopping out the center man and simply displaying reviews on the shelf.
This is one thing Tesco does in its cellular departments: