Convert Reviews into Orders
Sales Reps have been selling the same way for hundreds of years. They present their product’s features and benefits and then begin a process to probe for objections. Once identified, they focus on overcoming those objections before ultimately attempting to close the sale. eCommerce mimics this process presenting features and benefits but for some reason skips objection handling and jumps right to the Buy Button.
Consider adding conversion content to your product detail page that uses review content to summarize likely objections and then use positive reviews that mention that objection to overcome that objection. Using non-promotional language based on what customers say in an easily digestible format offers the eCommerce equivalent of Sales Rep techniques and should push up the conversion rate for all channels.