During the second half of 2023, we have been in contact with approximately 100 Shopify shops through email, phone, physical meetings, and online sessions. It has been very exciting to engage with numerous dedicated webshop owners and e-commerce specialists, showcasing top-notch Shopify expertise. From all these conversations, certain patterns for optimal conversion have emerged, spanning across small, medium, and large shops. We have condensed our learnings into seven areas, some of which you may recognize in your own webshop. Read on as we explore these seven areas, providing exciting solutions to strengthen your Shopify shop and take it to the next level in 2024.
Testimonials
Testimonials are crucial for any Shopify shop for several reasons. Statements and reviews from previous customers add credibility and trust to your shop. When potential customers see that others have had positive experiences with your products or services, they are more likely to trust your store and make a purchase. Confidence is paramount when a potential customer first lands on your site.
Here are some tips for effectively using testimonials on your Shopify store:
-
Integrate testimonials in key locations: such as the homepage, social media posts, product or category pages, and checkout pages. This ensures visibility for visitors at crucial points in the buying process.
-
Quality vs. Quantity: Utilize both quantitative metrics, such as a 4.8/5-star rating based on 348 reviews from various platforms, and qualitative input from trustworthy testimonials to enhance authenticity and instill confidence in your online store.
-
Ensure credibility: Sign testimonials with real names (with permission) and possibly include a picture of the testimonial author to create authenticity.
-
Include constructive negative feedback: If you've received and handled negative feedback constructively, it can be valuable to include. This demonstrates honesty and transparency, assuring customers about how potential complaints are handled.
-
Regularly update testimonials: If you receive testimonials regularly, it's wise to update them continuously with the latest ones to show that you consistently provide excellent service and quality products. Adding dates allows customers to see recent positive reviews.
How to get testimonials?
The most common method is to use Trustpilot, which can be easily integrated with your shop. Once a customer has purchased a product, they receive an automatic email asking if they would like to review the shop. This process can run entirely on automation. Additionally, you can actively seek testimonials, for example, through email marketing where you encourage customers to leave a short review, possibly offering them a small discount code as a thank-you, regardless of whether it is a positive or negative review.
Apart from Trustpilot, there are other tools to gather testimonials, such as Google Reviews linked to your Google My Business account, visible in Google search results and Google Maps. Businesses on Facebook can receive reviews directly on their Facebook page, an effective way to collect feedback. An alternative to Trustpilot is trustedshops.eu, where reviews can be written, and shop owners can qualify for a "Trusted Shops" badge indicating high service levels, transparency, and security.
Disadvantages of testimonials
While testimonials can be both positive and negative, there is the risk of fake reviews. Companies may attempt to manipulate their reputation by creating fake accounts and providing positive reviews, or competitors may create negative reviews. This can undermine trust for consumers seeking genuine feedback. Companies have the option to subscribe to paid memberships to access additional features and tools, including faster support to help remove fake reviews more quickly. However, this may create a perception that companies paying more receive more favorable treatment, potentially affecting the credibility of reviews.
Despite these challenges, it is crucial to use testimonials because of their significant impact on your shop's credibility, ultimately improving your conversion rate.
