By Sam Frampton
Reviews are a powerful marketing tool and a source of unstructured feedback. The more you collect, the easier it is to quickly identify and solve product issues and uncover patterns.
We’re all well aware of the fact that reviews are a pretty big deal. 97% of online shoppers say they’re influenced by reviews, and another 88% say that reviews are the most important factor when it comes to making a purchasing decision.
For brands, reviews are a powerful marketing tool and a source of candid feedback. The more you collect, the easier it is to quickly identify and solve product issues, uncover patterns, and pick up on the things that inspire rants and raves among customers.
Here, we’ll go over some ways that you can get customers to leave more (positive) reviews.
1. Give Customers a Reason to Care
Encourage customers to leave reviews by giving them a reason to do so. You might try offering coupons or discount codes in exchange for writing a review or participating in a survey. Or you could encourage customers to leave feedback to qualify for a drawing or giveaway.
That said, you don’t always need to give something away to make people care. Take this example from Nest with its direct, yet appealing headline. When you read the copy, you won’t find any mention of a contest or cash prize. Instead, they make a point of directly tying this small favour to a better experience with their Nest device.
Keep in mind that while offering an incentive in exchange for feedback is fair and acceptable, it is not okay to buy reviews or reward only those who share positive feedback.
2. Make it Easy for People to Share
Convenience is a big part of creating a customer experience strategy that drives results. So, naturally, if you want someone to leave a review, convenience is one of the first things you’ll want to think about before you start asking for feedback.
Amazon, of course, is the shining example here, providing star ratings with unstructured feedback, along with the ability to sort comments by sentiment or search for specific keywords.
Now, we don’t all have the resources or the reach that Amazon does, but there are a few things you can do to make collecting feedback a bit easier.
- Add calls-to-action on confirmation pages, in follow-up emails, and product pages.
- Use a Simple Rating Function.
- Highlight Multiple Places to Share Feedback.
In this example, customers get a clear CTA, specifically sending them to review their hotel experience on TripAdvisor.
3. Allow Customers to Remain Anonymous
Oftentimes people might not mind leaving reviews, but don’t want to publish public-facing posts under their real name.
While Google and others have moved away from this approach, letting customers know that you won’t publish their information may make them more likely to share their thoughts. While we get the sentiment behind the “trust network” idea, not everyone wants …read more
Read more here:: B2CMarketingInsider