89% of consumers read articles and comments on the products they are interested in before buying. It is almost an obligation for brands to integrate into the social activity, monitor their brand, participate in the conversation and promote the generation of external content in terms of their brand. It is important to know how to take advantage of this approach on the part of the user to generate engagement, integrate it within the community and get it to reach the conversion.

The engagement nowadays works as a sales tool, it is the previous step to the purchase.

The comments of other customers are especially valuable to generate a positive attitude towards the product, are undoubtedly a source of more reliable information than that provided by the company itself, and even by the so-called prospects. This confidence is inversely proportional to the intentionality of the issuer.

The reviews benefit the company in several aspects:

• They help to clear up doubts. The interest on the part of the client towards the product is already initially created, but there is usually some aspect about which the user wants to expand information, wants to make sure that it is acting correctly. If you find other users who have had your same concern, you will know your experience, which will help you make a decision.
• Remove barriers The comments of other congeners can help to reduce the uncertainty when trusting in a specific brand. According to Iperceptions, 63% of users are more willing to make their purchase in those sites that have user reviews.
• Increase the conversion rate. Those sites that have contributions from users have more than double the chances of getting the customer’s purchase process closed.

Therefore, cultivate comments from your customers and increase their visibility:

Integrate them into your site, look for a strategic location on the main page. It is also advisable to include a section of observations in the product files themselves; so that the user knows what other consumers think about that particular product.

From the SEO point of view, it works on criteria specifically related to the search of the product along with its comments. As noted at the beginning of this article, the consumer actively seeks this type of information, provide the way to find it.

Practice effective customer service, both before, during and after the purchase. The action precompra by the company, its way of serving those users who are not yet customers, the type of conversation that can be generated, can be an effective approach and enhance engagement.

Later, you can encourage users to show their experience with the product and even show tricks and tips to use to maximize their use. Publicly shows this type of conversations, so that users can see the way in which the company actively participates and cares about its customers. It will encourage them to raise their issues. Do you encourage social conversation on your site? What degree of engagement do you have with your customers?