Leveraging Blogger Product Reviews to Improve Conversions – By Michael Pomposello

by Colleen on September 8, 2014


tl;dr – You should identify relevant bloggers to provide real reviews of your product or service to help conversions.

You have the best product on the market, but no one is buying, now what? Merchants invest heavily into a great looking site, and that often includes having positive reviews from previous buyers on the page to help conversions. feedfront-27-cover-small

However, the fact is many consumers will not trust a brand site alone to make a purchase. According to the GE Capital Retailer Shopper Survey, 81% of consumers will do research online before making any major purchase and can spend an average of 79 days searching.

Nielsen’s 2013 Trust in Advertising report concluded that shoppers trust a recommendation from family and friends more than a brand’s site and highly value other consumers opinions posted online. When your potential customers search the web for reviews or your product or service, will they be reading people endorsing your brand or horror stories encouraging them to steer clear?

Do you remember, not too long ago, when many affiliates promoted diet products by creating a fake news article about the diet supplement on a landing page that looked like a news site? These pages used quotes from celebrities like Dr. Oz and Oprah. Although we can all agree this is a highly deceptive form of advertising, any affiliate who promoted this type of landing page can tell you how well the traffic converted, even for suspicious products.

What if you can drive the potential buyer to your site after your brand was endorsed by an honest and trusted voice in your niche?

One way to accomplish both of these objectives is to partner with major bloggers who speak directly to your target market. These publishers are trusted by anywhere between thousands and millions of people. Reaching out to them to see if they would be interested in giving an honest review of your product on their blog may be time consuming, but in the end can yield massive dividends.

These blog post reviews can be used as landing pages when you drive paid traffic to your product, so people who click your ad read a trusted endorsement of your product before clicking through to buy.

Always keep in mind that bloggers are legally required to disclose if they received the product for free or were compensated in any other way for the review in accordance with FTC guidelines. Bloggers often have a strong SEO presence, so, in addition to making great pre-sell pages, their review of your product can be found in search results when people search for “your product name + review.”

If you follow bloggers, you already know how many of them review products. Assuming you have a quality product, putting the time and effort in to have bloggers review it can be one of the best investments in online media you can spend.

Michael Pomposello is co-founder of Influencer Connect and blogs for “The Connection” at influencerconnect.com.

This article appeared in issue 27 of FeedFront Magazine, which was published in August 2014. http://issuu.com/affiliatesummit/docs/feedfront-27

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