Where Do Consumers Go For Product Reviews? Not Social Media! is the headline for a recent article on Marketing Pilgrim. While not the most fair question to ask, the research shows that most consumers truly don’t look to social media for product reviews. Quoting from Light Speed Research, which is where Marketing Pilgrim found the information…
In a recent online study, less than one-third (27 percent) of respondents said they had not conducted online pre-purchase research, such as comparing price or investigating online reviews before buying a product. The majority (62 percent) read reviews online, half (49 percent) researched competitors and half (49 percent) checked price comparison sites. These results highlight the importance to brands and retailers of accurate, up-to-date information, competitive pricing and positive reviews.
Here is the chart backing up the data Light Speed Research and Marketing Pilgrim show:
Now, just what does this mean for Evolve Systems and our clients? Evolve Systems builds online shopping cart systems capable of handling a few dozen different products (our Ecwid shopping cart) or hundreds of different products (our X-Cart shopping cart). We work with companies to determine which software suite is best suited for their e-commerce business, and will even sit down and help them figure out basic marketing strategies and SEO strategies to promote their e-commerce business.
Now, how do people search for the products on your e-commerce platform? According to the data presented above, they first search by search engines. Speaking personally, I rarely make a purchase of any piece of hardware, software, or tool without first researching the benefits of that item, and I use search engines and a few trusted websites to help me make my decision. Often times I will land on a company blog or product description that has been carefully researched and Search Engine Optimized (SEO) to bring me to that page. There may even be user comments that help guide me to that page. And obviously, the page itself is optimized for strong keywords, descriptions, and image descriptions all promoting that specific individual product, and rarely the company selling the product itself.
Social media is much the same way. It is one tool in an arsenal of tools that can be used to bring traffic and potential conversions to that one page, one product, one item on a website. When people type into a search engine what they are looking for, they are drawn to a variety of options, some of which are your own, some are your competitors’. Social media channels will be part of those options. But people don’t look to social media for reviews; they look to see if their friend has talked about your product, or if you are even offering your product. Thus, the wise manager of an e-commerce business will be sure that his social media account talking about his product is displayed on the same page as the review of the product being searched for. It means being proactive and involved in all aspects of marketing your business, including SEO and social media.
Are you a business looking to set up an e-commerce website or shopping cart? Perhaps your old platform is no longer functioning as you want it to, and you are looking for the power and flexibility of an Ecwid or X-Cart dedicated shopping cart? Then Evolve Systems can help you manage change. Contact Evolve Systems today for more information or to schedule a meeting. We’d love to build you the shopping cart that will make your business reach that next level!