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Linking Likes to reviews
PowerReviews allows consumers to Like a retailer or brand via reviews on an e-commerce site.
Roughly 4% of consumers on web sites featuring PowerReviews Inc.’s ratings and reviews technology take the time to write a review.
Because those consumers are already engaging with a retailer or brand, it only makes sense to encourage them to also Like that retailer on Facebook where they can further interact with the company, says former Walmart.com executive Cathy Halligan, now senior vice president of sales and marketing at PowerReviews, which provides rating and reviews technology to online retailers.
That’s why the vendor plans to roll out an enhancement to its Facebook OnSite application that enables consumers to click that they Like the retailer or brand they are reviewing while they’re writing the review, Halligan tells Internet Retailer. Facebook OnSite lets PowerReviews customers import onto their e-commerce sites information from Facebook profiles of customers that write online product reviews.
“Nearly every retailer and brand we talk to believes building their fan base is important,” she says. “This helps them do so in a low-effort, frictionless way.”
PowerReviews is automatically adding the feature to the sites of the more than 30 retailers and brands that use its Facebook OnSite application. That includes retailers including Diapers.com and Step2.com.
The tool already allowed retailers to import onto their e-commerce site ratings and reviews information from reviewers’ Facebook profiles, such as gender and age, for those customers who opt in to allow that.
Since Facebook OnSite’s launch in September, roughly 7% of consumers who leave reviews at participating retailers' sites allow their Facebook information to be posted on the e-commerce site. And 57% of those then share the reviews they write on Facebook where the reviews are featured in the consumer’s news feeds, the first page their friends see when they log on to the social network.
Once a review is shared on Facebook it is likely to spur engagement, says Halligan. 70% of the reviews that are shared either receive a comment or prompt another consumer to click that she Likes the review.
The vendor tested this newest enhancement for 30 days. During the trial, Halligan says consumers decided to follow brands at a higher-than-expected rate, but she did not provide the follow rate.
The Facebook followers that a retailer or brand gains from product reviews are likely to be valuable customers because they weren’t compelled to Like that company because of a promotion, says Nadim Hossain, PowerReviews vice president of marketing.
“If you run a promotion to get people to Like your brand they’ll most likely Like the brand to get a promo code and then click UnLike or not engage with your brand,” he says. “If you acquire a consumer after they’ve written a review, they’re already engaged with your brand.”