A merchant review page is a page created by a company, as part of their website, that displays recent reviews left by consumers of the company. It should be unbiased, displaying positive and negative reviews, and gives consumers insight into the company directly from the website instead of having to explore other sites for reviews (Yelp, Google, etc.).
In what ways will a merchant review page help my company?
Increase SEO Rankings
Merchant review pages, because of the unique and useful content of the page, have a higher ranking on search engines like Google and Bing.
Help consumers make a purchase decision
92% of consumers read reviews prior to making a purchase decision online. By providing easy access to online reviews specifically about you and your products, you’re streamlining their purchase making since they won’t have to look elsewhere for reviews about you.
It increases your credibility
That you are willing to display reviews, good and bad, that consumers have left about you, consumers are going to trust your brand more. In fact, too many good reviews makes consumers distrustful, so having positive and negative reviews not only gives potential customers a better idea of what to expect, but they’re more likely to have faith in your company/product.
How do I create a merchant review page?
A merchant review page should be developed with the same design and feel of your regular website. You are essentially just adding a page to your site. This page should be accessible in the footer of your website, and you can add a link to it in the header as well.
What functions does my merchant review page need to have?
Allow viewers to filter reviews by star-rating, date, keywords, etc. to help answer any questions they may have about the product.
It should be easy for consumers to find your review page. Having a link in your header is a great way to leave it in plain sight for visitors.
Your merchant review page should automatically update every week or two with recent reviews so that customers are seeing up-to-date information.
Taking on Skepticism
Some consumers just aren’t going to trust testimonials that you post on your website. If someone has a bad experience with you and leaves a scathing 1-star review, are you really going to post that to the top of your reviews page? Probably not. While you’re not going to lie, you have a little more leniency as to what reviews are displayed front-and-center.
So what’s the solution?
Create links to third-party websites that have reviews about your company. Give consumers a way to read reviews that they know are honest and unbiased. You can link to your Yelp page, Google reviews, and other third-party sites so consumers know you’re transparent about your reviews.
The benefits of a merchant review page, coupled with the credibility of linking to third-party sites, are clear. The increase in SEO rankings and ease for consumers to read reviews about your company provide convenience to both you and the consumer.