Did you know that endorsements from people who use and love your skin care products are one of the strongest selling tools you have as a retailer?
Think about it: How many times have you bought an item based solely on a positive customer review or a word-of-mouth recommendation from a friend or family member? Just knowing that someone has used a product and been happy with the results is often enough to turn casual interest into a purchase—and possibly a lifelong customer.
Here are a few reasons why testimonials are so important:
- They build trust in your brand.
When prospective customers see great reviews, it shows them that others have had a positive experience with your products, which in turn builds trust and credibility in both your products and your brand. In fact, over 90% of customers read online reviews before purchasing a product, and 72% of consumers say positive testimonials increase their trust in a business.
Let’s face it: The beauty industry is vast, and there is certainly no shortage of brands and products to choose from. For small businesses and private-label brands especially, having a lot of testimonials on your website as well as in your marketing and advertising content sets your business apart and tells shoppers that you have something special and worth purchasing.
- They help boost your conversion rate.
Statistics show that the more testimonials you have, the higher your conversion rate will be. Conversion rate, for those who may not know, refers to the percentage of website visitors who convert to purchasers.
So, if you have an eCommerce website where you sell your beauty products online, a conversion is when a customer completes a purchase. Put simply, they make the transition from being an interested shopper to a customer that has bought something from your store, which is your ultimate goal as a retailer. At the end of the day, more conversions means more revenue, which helps your business stay profitable.
- They show how effective your products are.
Sure, you can put on your product packaging or on your website that such-and-such product does this or that to help your skin, but when an actual customer talks about the difference your product has made—especially if they include before and after photos or videos—the impact is much, much stronger.
With skin and beauty products especially, just seeing the actual results someone has experienced can be all the proof an individual needs to make a purchase.
What are some ways to solicit reviews from your customers?
A lot of business owners are hesitant to ask for reviews. However, more often than not, your customers are happy to provide them, especially if they are satisfied with their purchase.
One of the simplest ways for skin care and beauty retailers to solicit reviews is via email. Start with a list of customers who have purchased a product in the last month or so, and send a brief email that asks about their experience and provides them with a link to leave a review. Your subject line can be as simple as, “Are you loving [PRODUCT NAME]? Tell us about it!”
Other ideas? Facebook mentions and shout-outs on other social sites are a great source for testimonials. You can also have an option on your website product pages to leave a review.
Where should you put your customer testimonials once you have them?
Literally everywhere. First and foremost, testimonials should definitely have a place on your website; use them on your home page, in sidebars, on individual product pages, and/or on a designated review page.
Apart from your website, you can include testimonials in your marketing and advertising pieces, in customer promo and event emails, and even when you’re boxing up orders for shipping! Did they purchase the Hydrating Face Moisturizer? Consider including a little insert with a testimonial about the Perfect 10 Oil Cleanser or the Detoxifying Charcoal Mask to get them thinking about their next purchase; you can even take it a step further and include a coupon for 10% off that product.
Bottom line: Positive reviews are a powerful marketing tool, and you should take full advantage of the benefits they provide for your business.
When you start with superior-quality products, the testimonials will follow.
At Onoxa, we believe in formulating products that are as good for the skin (and the planet) as they are effective. We leverage science, expertise, and nature to deliver the most potent formulations in the skin care and beauty industry, so we know your customers will love them—and love to rave about them!
If you haven’t yet started building your custom-branded skin care line from Onoxa, what are you waiting for? We make it easy to choose your products and packaging style, create your own unique labels, and start selling your products immediately. Here’s how it works.
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