Fera is all about helping merchants gather and display customer reviews and user generated content to actually have an effect on sales. It is meant to be simple and customizable, giving merchants the maximum amount of control over how content is used.
Fera breaks into 4 pieces:
- Content - all the social proof images and videos you need to display across the site.
- Widgets - how and where the content will be displayed on the site.
- Campaigns - how to get more reviews whether through email or on-site pop up (yeah that’s right, a pop-up for previous customers when they return to the site incentivizing them to review).
- Store Stats - all the data you need on conversions, shoppers, orders, etc.
What’s a Rich Text element?
The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.
Static and dynamic content editing
A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!
How to customize formatting for each rich text
Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.
Fera claims to have the most customizable review widget (consumer facing) of any review tool in the Shopify app ecosystem.
- They make the process of customizing and placing your widget super easy, including allowing you to preview it in their backend before you go live.
- They have an automatic integration functionality that will place the review widget in what they believe to be the most optimal place based on other merchants that have a similar theme or layout as your site.
- There are even unique settings for when to display the review widget, such as “don’t display if there are 0 reviews.”
- They use a verification process to ensure that the review is submitted by a real shopper or real customer and display a “verified by Fera” badge.
The major differentiator is the built in split testing for review widgets. Fera can recommend how to set up the widget, and then you can test changes and see how it impacts conversion rate.
Fera is slick because it increases your on-site conversion rate by optimizing your reviews and making it easier to split test how reviews are displayed on your site. They also work very hard on upping your review rate - the percentage of customers who review you.
Whoever is in charge of gathering/approving customer reviews would be the one managing Fera - Ecommerce manager, marketing, customer experience, etc.
Setup can be done in as little as 5 minutes if you go with the recommended settings. You can always spend more time customizing, testing, and improving as you familiarize yourself with the tool.
All Ecommerce sites need a review tool in place - it is just a question of when to prioritize it.
Review tools are more powerful for brands that have loyal, repeat customers that love raving about their business. If you are at that point, you should absolutely prioritize a tool like Fera to beautify your reviews and test the best way to maximize their value across your site.
If you aren't quite to that point, you can still utilize Fera to build an outreach campaign and start gathering reviews, but it wouldn't be as high a priority as building other types of campaigns.
Reviews are the means to the end - the end being an increase in conversion rate for your next shopper AND an increase in lifetime value for the existing shopper. So if you only do reviews, you’re not really maximizing the value of other tools (like SMS and email marketing) that complement reviews.