Leveraging Customer Reviews with Bloomreach Engagement: Use-Case Examples
Leverage customer reviews to boost engagement and conversions. Discover how review-driven strategies can enhance feedback collection and re-engage potential buyers.
As we’ve mentioned several times already, Bloomreach Engagement is an incredibly flexible tool that allows eCommerce companies to implement, test, and evaluate a wide range of use-cases.
In today’s article, we’ll demonstrate how you can use Bloomreach to collect reviews directly on your website, and we’ll also showcase an interesting use case for leveraging those collected reviews dynamically in your emails.
Customer reviews are a powerful tool for driving business success. Learn how implementing a Reviews Collection Weblayer can enhance customer satisfaction by gathering valuable feedback, and how a Reviews Abandoned Browse/Cart Dynamic Block can re-engage potential buyers by leveraging the influence of positive reviews. These strategies not only foster loyalty but also significantly increase conversion rates, turning indecision into completed sales.
Let’s have a look at 2 use-cases where we can apply reviews:
Reviews Collection Weblayer
Reviews Abandoned Browse/Cart Dynamic Block
Use-Case 1: Reviews Collection Weblayer
The goal of the Reviews Collection Weblayer is to gather customer feedback after their purchased products were delivered and the customers return to the website. This feedback can be crucial for understanding customer satisfaction, identifying product issues, and improving future offerings.
Workflow
1. Triggering the Review Weblayer Request:
Once a product is delivered to the customer (purchase_delivery event) Bloomreach triggers a weblayer to request a review to the customer once they return to the website but after the product was delivered - and haven’t left a review for the product yet in the past. In our experience 40-60% of users (who purchased) return to the site within 30 days, so we can expect a decent proportion of the buyers actually targeted by the weblayer.
The customer receives a notification via a pop-up, prompting them to leave a review. This could also be an embedded part of the website / or mobile application asking customers for feedback if they fulfill the conditions. This message includes a link to a product page where they can easily provide feedback. The banner displays the specific product they purchased. If there is more than one product they have purchased, then the product with the least amount of reviews is picked.
2. Landing Page
The customer is directed to a dedicated web page (or app interface designed to collect reviews). This interface is user-friendly, mobile-responsive, and requires minimal effort to submit feedback. Customers are prompted to rate the product on a scale (1-5 stars) and provide a textual review. They may also be asked to rate specific aspects like quality, value for money, or usability. An optional section can be included for customers to upload photos or videos of the product, providing more detailed feedback.
3. Incentives (Optional):
To encourage more reviews, you might offer incentives such as discount coupons, loyalty points, or entries into a sweepstake giveaway.
4. Analysis and Action:
Once the review is submitted, the customer receives a confirmation message thanking them for their feedback. The review is then stored in the database via an automated daily import from the reviews software (such as bazaarvoice, for instance).
The collected reviews are analyzed to extract insights into product performance and customer satisfaction.
Negative reviews can trigger alerts to customer service for potential follow-up actions, such as offering support or returns.
Positive reviews can be highlighted on product pages or used in marketing materials.
Key Benefits
Drive the number of reviews - especially for recently launched products, getting reviews is highly important. Products with good reviews tend to have higher conversions than products with bad or no reviews.
Valuable Insights: Provides data and feedback on specific products’ quality and customer satisfaction with e-shop/brand.
Look-alike Audiences: Customers who have both purchased and left a good review can be a great basis to build a look-alike audience in Facebook Ads.
This use-case highlights the strategic importance of collecting and analyzing customer feedback to drive continuous improvement.
Use-case 2: Abandoned Cart with Reviews
The Reviews Abandoned Browse/Cart Dynamic Block is designed to re-engage customers who have shown interest in products by browsing or adding items to their cart but did not complete the purchase.
This use-case enhances the typical Abandoned Emails by adding in positive reviews about the product into the email. This increases the credibility of the product and also makes use of the organic content created by your customers.
How would this work?
1. Identifying Abandoned Sessions:
Bloomreach tracks customer behavior on the website or app, identifying when a customer views products or adds items to their cart (without completing the purchase).
2. Triggering the Dynamic Block:
After a predetermined period of inactivity (e.g., 24 hours), Bloomreach triggers an email with the dynamic block designed to re-engage the customer. The dynamic block is personalized, containing the specific products the customer browsed or added to their cart.
3. Incorporating Customer Reviews:
The dynamic block features reviews of the products the customer interacted with. This includes displaying average star ratings, and snippets of positive reviews.
The reviews shown are carefully selected to highlight the most relevant and persuasive feedback, such as testimonials that address common concerns or highlight key benefits. This can be achieved by preferring the highest rated reviews and also only uploading good reviews (e.g. 4 stars and higher) into the catalogue.
This catalogue does not represent all the product reviews, just the ones you would like to dynamically use in email snippets, weblayers, push notifications, sms, etc.
4. Personalization and Dynamic Content:
The content is personalized based on the customer’s browsing or cart activity. For example, if the customer viewed multiple products, the block might prioritize those with the highest ratings or most relevant reviews.
The dynamic block may also include related products or alternatives that have strong reviews, providing options if the customer is reconsidering their initial choice.
Reviews Data Needed for Above Use-cases
There are a few prerequisites needed in terms of data:
Events in customer profiles
Catalog per product_id
It’s important to have these as events in customer profiles:
purchase_item/purchase_delivery
review
purchase
session_start
view_item/cart_update
An example of a review event:
What is an advisable structure for the reviews catalog?
Each product should have its reviews, users, dates, and ratings organized.
Some fields (like review_id, user_id, review_date, rating, and review_text) contain multiple entries so for this data it’s recomended to use separate lists.
Recommended Fields:
product_id: The unique identifier for each product.
review_id: The unique identifier for each review.
user_id: The unique identifier for each user who submitted a review.
review_date: The date when the review was submitted.
rating: The rating provided by the user (usually on a 1-5 scale).
review_text: The written feedback from the user.
Here’s an example:
Additional tips:
• Consistency: All fields should have a uniform format (e.g., dates in YYYY-MM-DD format, consistent rating scales).
• Optional Fields: You might also consider adding optional fields for tracking product categories, purchase dates, or review status (e.g., “approved”).
Summary
The Reviews Collection Weblayer aims to gather valuable customer feedback after products have been delivered. The Reviews Abandoned Browse/Cart Dynamic Block re-engages customers who didn’t complete purchases by featuring positive reviews in follow-up emails. This approach encourages customers to return and finalize their transactions by showcasing the experiences of other satisfied buyers.
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