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Buyer Psychology and Product Reviews

Let’s talk about product reviews.

Fact is, you don’t have enough product reviews on your product page.

Even if you have 85 reviews, they aren’t enough.

Reevoo found that going from 25 reviews to 50 bumps site conversion 18%. And this bump continues as review count increases. So even if you have 350 reviews on your best seller, we’d argue it would make sense to email your past buyers to collect another 350 reviews. It will make a dramatic impact on conversions.

It’s a fundamental truth that shoppers are lazy and don’t want to write a review, even if the product has dramatically improved their life.

To get more reviews, you need to understand buyer psychology.

Definition

Buyer psychology is the understanding of the subconscious forces that help shoppers navigate marketing decisions.

Back to Reviews

When it comes to getting reviews how you ask (your choice of words) really matters. I recently updated my screen capture software and received this review request email:

Snagit Review Request Email

If my name was Stephen Ramos and I was the marketing manager at Snagit this is how I would craft this email template (screenshot below). You’ll notice the email asks very specific questions that relate to this upgrade. It also gives the user choices and talking points so it’s easier for them to talk about that specific topic:

Can you see how the phrasing of the email changes the buyer psychology and drives more reviews?

Some interesting stats about buyer psychology of product reviews

  • Up to 80% of reviews originate from follow-up emails urging shoppers to review their purchases (Power Reviews, 2017)
  • 7 out of 10 customers will leave a review when asked to do so (Broadly)

If you want to learn more about how we use buyer psychology to drive conversions visit to our homepage.

You can also follow me on LinkedIn. Here you will find 100s of examples.

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