There is no longer any evidence that customer reviews increase sales, especially when they are positive. This explains why most e-merchants now use a customer review system. It takes time to get a lot of customer reviews and it can be tempting to buy them. But is it really a good idea?
Trust is at the heart of online shopping. A large proportion of Internet users pay special attention to customer reviews when they make an online purchase and several studies have even shown that this boosts sales.
Which makes sense in the end. The customer wants to make sure, for example, that delivery times will be respected and that the item will match the description.
So instead of waiting patiently for the first notices, some salespeople may be tempted to obtain them by other, much more controversial means.
So how do they go about it? Well, it's simple, just type buy Google reviews into Google and that's it.
If you do this, you'll see several providers of positive reviews on Google, Amazon and other platforms.
Hundreds of reviews for an amazing price - sometimes even as a monthly subscription, so that month after month you continue to receive positive reviews without lifting a finger.
So yes, I know what you're thinking, it's pretty clever.
Well no, not really, because publishing truncated reviews, whether on your own shop, on Google or on Amazon, can be considered misleading advertising.
It may be a violation of French and European law. In France, this practice is notably covered by articles 121-1 to 121-7 of the Consumer Code and by the 2008 Chatel law.
It may be punishable by two years' imprisonment and a heavy fine.
Customer feedback is always welcome, for both e-merchants and customers, as it brings benefits to both parties.
If you search online, you will find the products with the best reviews at the top of the search results.
This is quite logical, if a buyer finds a product that is almost exclusively positively evaluated, it means that the article must be good and it is therefore normal that it is well referenced.
But at a time when anyone can easily buy Trustpilot reviews, the customer could still be disappointed and the seller could end up with a dissatisfied customer.
Large marketplaces such as eBay or Amazon are the first to face this problem and increasingly well-informed consumers are beginning to become more suspicious and pay more attention to these "false reviews".
Some providers of customer notification systems are already actively fighting against falsified notices and are taking more and more measures against them. For example, Amazon has already removed hundreds of thousands of purchased notices.
Beyond that, if your use of such services became public, your credibility would be irreparably damaged.
The trust that customers placed in you would be broken and your turnover would be reduced to nothing.
This is why it is so important to collect product and seller opinions in a legal manner. The good news? A good system can even be faster and cheaper than handling.
To be honest, customers rarely leave product or site reviews on their own, unless the service is really extraordinary. However, if you want to know how you can effectively collect feedback on your products and thus increase your sales, I recommend our article on this subject.
"Opinions that customers can trust".
One of the reasons for the success of Trusted Shops is that we offer you the opportunity to collect the opinions of real customers. In addition, we are constantly improving our products so that it is always easier for you to obtain them.
But what if you still don't get any feedback? Influence marketing is a good way to increase your turnover and generate customer feedback at the same time. Increasing awareness of a new product with the help of an influencer can significantly increase your turnover.
Simply send a product to an influencer, he or she will then share their experience with their own subscribers and in the best case scenario, the subscribers will visit your shop and buy in turn. However, be careful not to be fooled by "fake influencers". The latter, who are particularly active on Instagram, succeed in fooling a large number of companies.
But it is not only product reviews that are important for the success of an online shop. 91% of customers say that a detailed product description is important in choosing an online shop.