Importance of Customer Feedback for Your Online Business
It isn't enough to have a competitive price or mobile-friendly website. You also have to attract and engage your customers. Making the sale is often the first priority of the website, but it is far more economical to create a long-term relationship with the customer.
You can gauge that through feedback, but that's not the only benefit customer feedback provides. What is the importance of customer feedback for your online business?
Table of Contents
Your Online Reputation Is Everything
It Affects Product Sales
It Ties into Your Digital Marketing Strategy
It May Be Necessary to Stay in Business
1. Your Online Reputation Is Everything
Yes, search engine optimization matters. No, it isn't the most important thing. For example, imagine a customer doing a search on your company name and the first result is a site filled with complaints about your company.
Or you have a perfectly optimized company profile on various business directories. Your name, address, phone number and other contact information is consistent across the board. You have useful features like the ability to book an appointment online and a working link to your website.
If the average customer review is less than a four out of five stars, odds are that customers will look elsewhere unless you're literally the only one in town. You'll lose to anyone else in the area who has a comparable offering and is in the area. If you're selling primarily online, you'll lose out to anyone else who has better ratings.
2. It Affects Product Sales
Suppose a customer is on your ecommerce site. That's an accomplishment, given how crowded the digital marketplace is. Yet your online reputation could kill the sale when
they're in the final stage of the sales funnel. For example, a negative review of the product that bashes the product has a good chance of preventing the item from selling. A single negative review can be offset by many positive ones.
However, your brand suffers if there are many negative and middling reviews that criticize customer service, shipping or other functions related to the product.
People who are unhappy with the product but able to return it for a full refund generally give you a three star review, not the one star review that pulls the product rating down. That's also the type of review most likely to be read by skeptics.
3. It Ties into Your Digital Marketing Strategy
Many website admins know that black hat SEO strategies like link spam and keyword stuffing can get their website blacklisted by search engines. That eliminates the benefit of any good SEO strategies you have.
Understanding KYC is essential to successfully delivering on your digital marketing strategy. For example, a website selling restricted products that doesn't implement age verification and put restricted content behind a login screen will hurt their search engine optimization.
Search engines can't index content behind a login screen or paywall. If your product pages are filled with keywords that search engines don't like whether it is promoting diet drugs, tobacco products or adult entertainment, your website may be blacklisted by search engines for that reason.
If you have a clean, professional and rather neutral homepage, you can apply traditional search engine optimization related to your brand and unfiltered keywords your customers use. And your website cannot be penalized because it accidentally lets teenagers access restricted content.
4. It May Be Necessary to Stay in Business
Fail to implement good customer verification methods, and your payment processors may refuse to do business with you. Your bank or insurer may charge you more if you aren't verifying that customer information is valid before billing them and shipping the product.
Aadyasha is an experienced Digital Marketer at Acquire and a content writer specializing in marketing. Apart from that she enjoys dancing and loves to spend free time exploring nature.