Customer reviews are great for fashion brands. They are an excellent way to validate your fashion products and increase your conversion rate. Great as they are, not many customers will be bothered to leave a review of your products after purchase. This can play against you since potential customers always want to know what current customers think, that’s why you must encourage customers to leave a review.
Before we go into that though, let’s take a look at why customer reviews are so important for your fashion brand.
What’s the Importance of Customer Reviews for Your Fashion Brand?
Customer reviews play an important role in your fashion brand for both you and your customers. They help you see which products your customers like best and which they like least and what features attract them most to your products. This, in turn, shows you what to work on in your fashion brand and what to leave as is. For example, Fashion Nova, an online fashion store for women, has an entire page dedicated to customer reviews.
For customers, seeing reviews from others informs their decisions on whether or not to patronise your brand. Very often, positive reviews lead to more potential customers buying fashion items from your brand. Reviews also help to make your brand trustworthy as new customers can see that others have trusted you before and not regretted it. This, then, leads to fewer product returns.
With all of these great benefits, here are 5 ways to encourage customer reviews.
Ways to Encourage More Customer Reviews
1. Ask for Reviews
The best way to let your customers know that you want feedback from them is to ask for it. You do not have to flood your site with requests for feedback or reviews, but place it where necessary. It could be as simple as placing a request for feedback beside each product on your site or at the check-out point.
Also, you can ask your customers to leave a review with a follow-up text or email. These messages should be personalised with the name of the customer and carry your brand voice. Note that timing is important in making customers leave reviews. If you ask them for reviews too early, customers are less likely to respond.
2. Make it Easy to Leave a Review
Customers always have an opinion about every product they buy but not every one of them leaves a review. This, many times, is due to a stressful or long process for leaving reviews. Satisfied customers are less likely to endure a stressful review process than unsatisfied customers so you need to make sure you simplify the process as much as possible.
You can do this in various ways. One way to do this is to place a direct link in your follow-up email or text to your review page. This way customers do not have to go searching for your review page themselves. If you would rather have customers answer specific questions about your fashion products, keep those questions as few as possible and make them optional.
Another way to ask for reviews is to give customers the option of rating your products by stars or with happy, indifferent, and sad faces and make writing optional. Although this method is not as valuable to your conversion rate as a written review is, it still helps get customer reviews.
3. Offer an Incentive for Customer Reviews
Everyone loves a good reward. Customers always want to know what’s in it for them, and that’s okay. As a fashion entrepreneur, you can work towards rewarding customers for leaving a review, positive or negative. This will encourage them to sincerely let you know what they feel about your product offerings.
This reward does not have to be monetary to everyone that leaves a review as chances are that doing that might negatively affect your business. The type of incentive you give should depend on your funds, your niche in the fashion industry and your customers’ needs. So sit and think about what you can do for customers in exchange for a review.
Your reward could look something like entering everyone that leaves a review in a draw for a chance to win a gift card or discount. It could also be free shipping, a mystery gift or a shoutout on your social media pages to some customers. Another great idea is to give a free how-to ebook for everyone that provides feedback. Whatever your reward is, make sure to make it clear in your follow-up emails to them.
4. Respond to Feedback
Make it a habit to respond to every customer review you receive, positive or negative. When your customers see that you interact with them through their reviews they are more likely to drop feedback. This is also a way to make your brand a social brand.
When someone leaves positive feedback, a simple “thank you” will do. You can add some more personality to them and say a few more words but thanking them for their review is key. When you get a negative review, never shy away from it or ignore it. Here, you can also thank them for their feedback and apologise for the issue they are facing with your product. Afterwards, you can direct the customer away from the public eye and ask them to send an email or direct message for further assistance.
Responding to every customer review and personalising it goes a long way in letting others see that you are dedicated to excellence. It also establishes a more personal relationship between you and them.
5. Project Yourself as a Social Brand
Projecting yourself as a social brand is a great way to get more customer reviews. When you constantly interact with your customers on social media and have a large fan base, you are more likely to encourage users to leave reviews.
This community of loyal followers you have built helps your customers feel like you really care about them. It, in turn, makes other customers want to be a part of that community and makes them interested in leaving a review.
You can greatly validate your fashion products by getting your customers to write reviews about them. As you focus on encouraging your customers to leave a review, make sure to provide a great customer experience to them. Which steps are you going to implement in your fashion brand today? Do let us know in the comments below.