With the proliferation of link farms, parked domains, and shoddy affiliate marketing sites that offer visitors no insight on the products and/or services being promoted, it’s no wonder web users are quick to click the ‘back’ button on their browser when they sense that a website is merely driving them to merchant sites. People (buyers) are often looking for for more information about a particular product before they buy.
eMarketer’s Aug. 7 newsletter, entitled “Customer Reviews Increase Web Sales,” is a testament to the power of third party reviews (user-generated content). But if you don’t quite have customers lined up, waiting to make thoughtful contributions on your website, what’s the next best thing? Write some editorial reviews of your own. That kind of objective (or even subjective) feedback will almost guarantee you better click through rates and higher conversions. Not only will the additional content be an SEO boost and help your site be better found by people searching for related terms, but once people land on your site, if your review “speaks to them,” they’re much more likely to take the action you want (i.e.: click the ad or buy the product). So, your two cents can be worth well more.
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