Now, more than ever consumers want products that not only fit their needs but also their personal image, beliefs and values. In addition, trust is scarcely given to companies as consumer can extensively research a company or product before they commit, buy or advocate a product. So, how do you convince them that what you as a company is saying about beauty products is true? How do you build an authentic relationship? Fortunately there is a new way that is rightfully gaining ground.

With the rise of social media, there has been a significant increase of influencers in recent years. Most of this influence comes from people creating content and growing their following. Part of their content they share is about experiences about products, which created a unique opportunity for companies to embrace concept of influencer marketing. 

However, as opinions can, and are now more than often being bought, consumers  trust in influencers, and other online marketing efforts, is declining.  Even if an influencer is identified as given their honest opinion, as they are paid to do so, consumers are starting to doubt their authenticity more and more.

In addition, markets have been flooded with products, giving consumers the option to find better products which fit  their personal beliefs and lifestyle. Opportunities to grasp customers  attention is becoming more and more limited due to online options saturation, so it’s of the utmost importance that you, as a company, make sure consumer's attention is granted to you. In such a short period of time, how do you manage to prove that not only your product is the best on the market? But also that your marketing efforts are genuine, authentic and sustainable? 

The answer is simple: proven honest user generated reviews.

Trust, honest reviews and statistics

Currently:

• 51% of consumers don’t believe information from brands is authentic
• Webshop reviews are less trusted due to an increase of fake reviews
• It’s hard for online beauty players to gather extensive reviews for each product on their webpages (less than 5% of customers leave reviews)
• Beauty reviews in webshops are often anonymous, lacking rich media (extensive text, photo, video) and beauty profile (for example skin type) information.

The above statistics can negatively impact the beauty player’s ability to leverage the huge growth expectations of the online beauty market, hence the reason why establishing new ways of capturing independent User Generated Content from a trusted source is key.

Reviews help persuading visitors

Social Proof is one of the 6 most valuable persuasive techniques, according to Dr. Cialdini, the most credible professor on the topic of persuasive communication. Especially when social proof is coming from people who you can relate to: family, people with the same issues, or  people who look an awful lot like you. Decent, credible reviews from reliable peers adds value to your products, but also to your company when implemented correctly. 

Reviews boost your position in Google

Content is King. You’re probably familiar with that one. Unique content drives your position in Google and other search engines. But how do you write unique content about products and brands that are available on dozens of other? With unique, and valuable, User Generated Content. A couple of decent, long and honest reviews can give your SEO a boost. And not just that: after being found, your visitor is going to stick around a lot longer as well.

Reviews impact customer decision

• According to MarketingProfs, 85% of customers proceed to buy only after reading online reviews.
• 63% of customers prefer to buy from sites that have product ratings and reviews.
• Only 1% of customers consider product reviews as not important during their purchase.
• 87% of customers check reviews for both online and brick-and-mortar purchases.
• 72% of internet users say they trust online reviews just as much as they would trust a relative or friend’s opinion.
• 61% of users say they’ve read online reviews before buying a product
• 63% of consumers are more likely to make a purchase from a site which has user reviews
• 50 or more reviews per product can mean 4.6% increase in conversion rates
• Reviews have a greater conversion impact for higher-priced products. According to studies done by the Spiegel Research Center, low-priced product categories have an average uplift in conversion rate with 190%, but hig-prices product categories can even benefit from a 380% uplift. What about that!

Improving your conversion rate with authentic reviews

Displaying reviews can increase conversion up to a stunning 300%. One of the most important variables in the realm of reviewing products is trust. In addition, consumers have learnt to recognise fake reviews by influencers, bots, made by employees etc. A simple 5 star review on a webshop is no longer cutting it. More effort needs to be put into proving product reviews that have not been bought. Paid influencers, in your face product placement, using bots and simple ways of manipulating an algorithm could soon be a thing of the past. Consumers are becoming more aware and have higher expectations when it comes to expecting online personalised journey with honest content. In addition and rightly so,  they deserve authenticity. Sincere, well made user generated reviews can help deliver that.

Would  you like to learn more about how our platform can help you implement trusted content on your webpage? Want to improve conversions on your product pages? Contact us now and receive free advice and a demo of our product

 Contact us now and receive free advice and a demo of our product. Or download our free seven tips to lift conversion rates in beauty and fashion now.

*Sources: ¹ Review research 2020, 2021