There are endless statistics that hammer home the importance of online reviews.
Today, 85% of people are said to trust online reviews more than they do personal recommendations, while customers are reported to spend 31% more on companies who have excellent reviews.
It’s clear that buying decisions are hugely influenced by them – but how exactly can brands ensure customers are leaving reviews? Here’s a few nuggets on how to ensure customers are eager to get involved, and the benefits of doing so.
Be present on multiple review sites
There are many places brands can collect reviews. After experiencing a disappointing meal, I recently mentioned to a friend that the reviews of the restaurant I had read were ‘hit and miss’. They, however, responded by saying that they’d all been great. It turns out we had checked out reviews in different places (OpenTable and Google Reviews, respectively).
What does this mean for brands? Well, while it certainly highlights that not all reviews are trustworthy, it also shows that not everyone has the same preference when it comes to third-party review sites.
As a result, brands (who want to encourage reviews outside of their own site) should consider having a presence in multiple places, meaning that customers can pick and choose the site that they feel most affinity with or are already comfortable using.
Give options (and guidance)
As well as choosing where to review, it’s also important to give users options on how to review. This means including multiple methods, including options for both detailed reviews as well as short and snappy feedback – emojis to indicate satisfaction or disappointment can also be an effective tool.
This way, consumers who do not have the time or inclination to leave lengthy reviews won’t be put off.
Another useful tip is to provide users with guidance on how to review – i.e. a form that asks specific questions about a product. This is because, when presented with a blank box, users might feel stumped or uncertain how to go about leaving a review. In contrast, giving guidance can prompt customers to take action, and even leave more detailed feedback than they might have otherwise considered doing.
Modcloth’s review form is a great example of this, with the brand filling blank boxes with guidance on what it would like to hear about.
