Editor’s note: This is a guest post by Kristina Azarenko who is a marketing manager and SEO specialist at Amasty
Today we’re living in an information-packed world with easy access to the internet. But even 10 years ago people preferred to ask friends and relatives for opinions about particular products while today they can easily find reviews for just about any product online. Reviews have become an important part of online shopping, and there’s no wonder: customer testimonials can greatly influence your store revenue by increasing your conversion rate by as much as 35%.
[Tweet “”Adding customer reviews can increase your conversion rate by up to 35%””]
The significant impact of customer reviews leads to the question – how to make customers share their opinion? If you own an online store or connected with an e-commerce platform, you know that getting a customer review can be a bottleneck. They always promise to post their opinion but rarely do this.
However in this post, I’ll share some ideas with you. Some of them will seem obvious, some will not, but in any case, they will help you to rethink your strategy on getting customer reviews.
1. Send review reminders
Many of your customers would be happy to leave a review for a recently purchased product. The problem is that they simply forget.
You can remind them to leave a review by sending an email, but just make sure it includes:
- An easy to understand subject line
- Details of the purchase (not too many, just a list of the items is ok)
- A link to the page where a customer can share his opinion
- Words of appreciation
You can set rules for sending review reminders automatically so you don’t need to spend too much time on it. Moreover, you can send a few reminders to maximize your chances to get reviews.
2. Give something in return
Customers love sales and discounts! So use them to your advantage by sending discount coupons for product reviews. But if you choose this strategy, you should understand a few things:
- You should not buy reviews, so don’t offer money
- If you decide to give a coupon code for a product review, treat all customers equally. It’s not fair to give discounts for positive reviews only, give them for negative ones, too. After all, negative reviews may not appear to be so negative in the end
- Give coupons for future purchases
You can also create a loyalty program for your reviewers or integrate it into an existing one. Give bonuses for every opinion your customers leave and use this to highlight your most loyal clients.
3. Provide an opportunity to show the brand
This point is relevant for B2B companies which need to get reviews from other businesses. Your review form should have a field like “Company name” for the following reasons:
- Companies will more likely leave reviews in your store as they can mention their brand. Company citations lead to brand awareness.
- You have an opportunity to get advocates among strong brands. You can then create a block on your site and place here the logos of your most popular clients.
Below you’ll see how Austrian startup Usersnap displays their customer reviews on their website with a picture and the company logo of the reviewer.
4. Make the process seamless
Remember when customers leave a review about you, they are doing you a favor. So make this process as easy as possible: Make sure a link to your review form is visible, make this form easy-to-understand, make sure it works properly and doesn’t show any errors.
Remember the rule “the less the better” and add only those fields to your review form that are really needed. For example, you have a field “Name”, but you can automatically fill it in if the reviewer is logged in. That will make the process faster.
5. Register on Customer review sites
There are plenty of customer review sites out there where you can create profiles on them. Sometimes people prefer leaving their opinions on third party sites like eKomi and Trustpilot as this seems to them more trustworthy.
6. Go beyond just selling
Connect with you customers, talk to them, be polite and helpful. Quite many clients write reviews only when they’re facing a problem. But if you manage to solve it for them with your product, or through excellent customer support – you are more likely to get a good review and a regular customer.
7. Be creative
One restaurant situated in Richmond, San Francisco, created a really interesting reviews campaign called “People hate us on Yelp”. They offer 50% off any pizza to anyone who gives them a one star review on Yelp, and as you can see from their page, this campaign works! It received extensive coverage on different news sites and blogs (even here), giving the restaurant more popularity and backlinks. Nicely played, guys.
I don’t encourage you to create such a negative reviews campaign. This example just shows how important your creativity is and that you can achieve success in a strange and unexpected way.
As you can see, there are many things that will help you to get more customers testimonials. Just make it part of you working process: make sure all your employees understand that they can influence customers’ decision whether to leave a review or not as well as the tone of the review.
About the author
Kristina pays careful attention to the latest digital marketing trends while developing detailed strategies for site performance improvement and conversion optimization. She is a marketing manager and SEO specialist at Amasty, a company that develops high-quality Magento extensions which make the lives of Magento store owners easier.