90% of consumers claim that their shopping decisions are influenced by reviews and recommendations of other users (source: Marketingland/ Dimensional Research). It concerns not only ecommerce – 48% of consumers use smartphones in physical stores. Reviews boost conversions and support SEO (it’s a fresh, original content after all).
But to encourage product reviews?
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Post-purchase email
A couple of days after the purchase, send a message asking if everything is all right. Is your customer satisfied? Let her know that you care and ask for her opinion. Show that her review is not only valued by your team but also will be helpful to other customers.
Use a dynamic 1-to1 email in your Marketing Automation platform to set that.
Ask for reviews on the product site
Encourage reviews on a product site, too. Put stars or points that users can use to rate an item and add a box where visitors can type in their comments. Make it as easy as possible and monitor if you aren’t getting spam in the comments section.
Give something in return
To motivate customers to write reviews, offer a small incentive in exchange. You can hand out monthly giveaways to random reviewers or include reviewing in your loyalty program – give points for leaving an opinion.
Use gamification
Organize the contest for the best/ the most informative/ the funniest review (but make your mechanisms cheater-proof). Don’t reward quantity, go for quality.
Follow Amazon’s example: let users rate reviews, so the most helpful ones are displayed in the most visible place and you can give something special to customers who write them.
Use the data from reviews
The data on the most often reviewed or the best-rated products can be translated not only into insight but also into an infographic or a post where you will show your customers favorite products. Why to do so? One, it’s helpful for new customers. Two, it shows that you actually read reviews and respect your audience’s opinions.
Thank you email
Set and automated Thank you message after the user has reviewed a product. Show her that you see and appreciate her effort.
The brutal truth
Most people who buy from you have no interest in sharing their opinion with you. Less that 5% of customers are willing to write a review (source). In that area the Pareto rule applies: 20% of customers write 80% of reviews. That’s why you should spoil them! Segment them (for example with scoring) and deliver special offers to thank for the fact that they not only spend money in your store, but also make an effort to write a review.
Don’t be afraid of negative reviews
A small number of negative reviews won’t hurt – it will only increase the credibility of other comments. Also it can be an opportunity to demonstrate how good you are at handling crisis and addressing customers’ doubts. If you react quickly and kindly to a negative feedback, you express your respect for the audience and efficiency at work. That’s why you shouldn’t panic at the sight of a negative review, just answer to it and try to find a solution.
Do your customer share opinions at your e-store? How reviews influence your business? Let us know in comments!
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