How To Reduce Customer Review Abandonment

It’s no secret that required registration lowers conversion rates for ecommerce checkout. According to Forrester Research, one in four customers will leave a site if asked to register before purchasing.

Why would it be any different when it comes to product reviews? Most retail sites require registration before submitting a review. How many words are being left on the table?

Altrec is one site that lets you quickly and easily, all you need to enter is an email address (similar to leaving a blog comment):

The only downside to this is if you have a lot of reviews to submit, you need to enter your name and email address each time.

Though it’s tough to attract customer reviews, shoppers trust the opinion of “people like them” far more than your slickest sales copy. Customers are willing to enhance your product pages out of the goodness of their hearts. Make it easy for them.

If your reviews vendor does not allow you to offer this to customers, suggest that they make this a high priority in their next product release. Their business model is enabling customer feedback — so go ahead and tell them what you think!

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10 Responses to “How To Reduce Customer Review Abandonment”

  1. An ideia to solve the problem of ” if you have a lot of reviews to submit, you need to enter your name and email address each time” is for the site to save that info in a cookie and when you go to submit more reviews it will auto fill that info for you.

  2. I think the show my review check box is useless, and the layout of the rating stars thing could be laid out better on the form above. I have added reviews to my website and I beleive they do increase conversion. In fact I started requesting reviews from people who place orders monthly. Every little bit helps.

  3. MLDina says:

    Consumers who might have left great feedback get discouraged by registration forms- but negative feedback also requires extra loopholes, which can be good for certain brands wanting to follow up. If review sites could implement comment forms similar to blogs, I think it would solve both problems: customers can easily review a product and the brands behind the product can reach out if need be.

  4. Ted S says:

    This is definitely an idea that needs consideration on both ends. On one hand we all want to increase submissions and reviews and removing obstacles helps with that but on the other side one has to weigh fraud concerns.

    I think MLDina’s solution is right on — gather a few basics but avoid a lengthy process or anything with multiple steps in the middle.

    I wonder if anyone has tested the lift in submission rates after adding or removing a registration option to put some hard data behind this?

  5. PetsRight says:

    I think a good solution would be to let customers add comments as in a blog, but have the email address check against the database of names who’ve actually purchased from rhe store.

  6. Funny.
    I just clicked the “Forrester Research” link you gave, trying to read the full article (published April 2008)
    well, this article is classified as “FREE”. but you still need to register in order to read it.
    You can see the picture in:
    http://www.quickwin.co.il/blog/2009/07/%D7%A0%D7%90%D7%94-%D7%93%D7%95%D7%A8%D7%A9-%D7%A0%D7%90%D7%94-%D7%9E%D7%A7%D7%99%D7%99%D7%9D/

  7. Great comments everyone, seems everyone likes the idea of comments on reviews which a lot of sites including Amazon are doing. The caveat with any site allowing reviews and comments is combatting spam. I would recommend moderation of everything before appearing on site as any spam on a retail page could be a conversion killer – unprofessional.

    @Jack Laros, I linked to the Forrester Article (which is a free excerpt, not a free article) to reference the specific report so you can see the date, author and abstract. Sorry if that was unclear.

  8. Hi linda,
    You were just fine :-) It’s Forrester that makes me laugh. talking about high stuff while doing the opposite.

  9. Agreed! Reviews are certainly important… especially for new and upcoming sites with less reputation than their competitors. If a product review is present; it’s pretty likely the potential buyer will read. I agree with MLDina – if you integrate a short form like those on blogs, users are far more likely to submit a review than if they have to complete a long-winded registration form!

  10. Janak says:

    visitors usually not like to do registration or login for review or comment. But I think we can put captcha to prevent spam reviews.

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