4 Ways to use reviews to boost sales this Black Friday

'Low prices' – is this phrase ever more compatible than with the immense yearly Black Friday and Cyber Monday sales?

However, while the promise of low prices is strong, pricing is a delicate balance: too high and no one will buy, too low and everyone could go. So while your offers might be good, your customers might think they are too good to be true. That's why you need something else to assure your customers that the deals are real.

Here's how to build trust through customer feedback to increase your conversions just in time for Black Friday and Cyber Monday.

How to build online trust for a successful Black Friday sale

1. Make key pages stand out with customer feedback

Persuasive product descriptions, low prices, or a cool looking site are nothing without assurance you're worth spending money on. For that, customers turn to what other people have experienced.

The thing is this: the average eCommerce conversion rate is pretty depressing at just 1.2%. This means that almost all of your website's visitors give up on your customer journey.

But it doesn't have to be this way.

Today, 89% of global consumers check online reviews as part of their online buying journey, and 49% of global consumers consider positive reviews one of their top 3 purchase influences.

The majority of your visitors are looking for validation when comparing your products and services, so use your customers' reviews in the places you need them most.

Want visitors to know your amazing Black Friday sales is that special?

• Place reviews on the page where previous customers can vouch for your commitment to quality and low prices.

Want visitors to feel reassured the second they find you?

• Add reviews to your homepage or to key sections of your site, so visitors know they've come to the right place.

Afraid customers might back out on the checkout page?

• Sprinkle your checkout page with trust signals to give customers that last little bit of encouragement.

It's all about leveraging customer advocacy. Do it right, and customer advocacy can increase marketing effectiveness by as much as 54%.

2. Take time to socialise

Search engines like Google (we'll get to them in a minute) and social media networks like Facebook have become the go-to 'link' between companies and customers.

With more and more customers owning social media profiles, having a solid social presence is more important than ever. Research by Dell found 75% of customers are influenced in their choices by what they find on social media.

So don't just use your social media channels to post pictures of attractive price reductions, witty jokes or company retreats. Instead, see your social media presence as an extension of your brand.

1. Get involved. Respond to customer comments and feedback, and show there are humans behind the company walls.

2. Promote customer feedback in your social media posts and ads. That quick mention that you're rated highly by your customers will not go unnoticed. You can also go one step further and add a customer picture, case study or video to add further credibility.

Ultimately, it's about improving customer service and interaction. One U.S. study found that 66% of customers will pay more to companies who have great customer service, and 71% of consumers who have had a positive experience with a brand on social media are likely to recommend the brand to their friends and family.

3. Stand out in Google with Seller Ratings

With Google Seller Ratings, you're able to include your review ratings in your Google Ads.

This helps show potential customers that they're right to go to you from the outset.

To attain Google Seller Ratings, you will need to maintain a high standard of service, so that your average review score is above 3.5/5. Next, you’ll need to be collecting enough reviews. You will need to have at least 100 reviews in the last 12 months in a given country, for your business to be eligible for GSR in that country. Your reviews will also need to be verified for you to qualify for Google Seller Ratings.

Attaining GSR should be a priority in your broader marketing strategy, but is critical during the holiday period, with higher traffic, and more competition to cut through. Showcase your reputation and obtain trust from new customers, from the point when they Google you.

4. Use reviews in offline marketing

Even with thriving eCommerce, offline marketing still packs a punch. After all, word of mouth is still the best sales driver – and with 80% of people trusting reviews as much as personal recommendations, validation from other customers is certainly what puts you ahead of the competition.

Show off social proof when you can to stay top of mind:

1. Add snippets of reviews, or your overall star rating, to your print ads. It gives reassurance.

2. When packing a product, slip in a flyer or card showing your reputation and asking for feedback at the same time? It shows openness and willingness to improve.

3. Advertising on TV, podcasts, or radio? Mention how trusted you are with a quick line in your script. It personalises your business, and adds a little extra social proof.

Finally, get ready for a sales rush

Black Friday and Cyber Monday is an intense few weeks for retail – but you can get through it, and in a better position than ever before.

The key to increasing conversions is to inject as much trust as possible throughout the customer journey.

With more sales come more satisfied customers, and more customer feedback to encourage people to shop with you again.

That's a benefit you'll not only gain just for Black Friday and Cyber Monday, but long in the future too.

If you'd like to give reviews a go this Black Friday, why not create a free Trustpilot profile? It's quick and easy, just click the link below.