Are you selling something online? Regardless of the services or products you offer, you can’t get around customer reviews. What makes them so crucial? How do you convince your customers to write reviews about their experience? And how should you deal with negative reviews?
Can you trust online reviews?
Reviews are a powerful tool. They give consumers a chance to share their side of the story. For businesses, authentic reviews are one of the most powerful forms of social proof there are.
Anyone can post reviews online: that’s a blessing and a curse. As a consumer, it’s hard to know whether you can trust them. After all, people are more likely to post a review after they’ve had a memorable experience: either wonderful or horrible. Those reviews probably don’t match the experience of the average customer.
What’s more, some reviews are fake. Dishonest companies might post positive reviews to boost their ratings. And some of those negative reviews might be from trolls.
All in all, credibility is essential for both customers and businesses. It’s in everyone’s best interest when there are lots of reliable reviews on the internet.
Customer reviews are good for business
Research has shown that 98% of consumers see reviews as an essential part of their decision process. In one study, customers considered reviews to be even more important than price. Only a few years earlier, price had been the highest rated aspect!
If people can find lots of reliable reviews about your business online, you’ll be doing well on visibility as well as trustworthiness. That goes for any business operating online.
The more reviews you have, the more confident your potential customers will feel about buying from you. That trust translates into higher search rankings as well: Google rewards companies that get many reviews.
3 different types of reviews
Testimonials
+ Social proof on your website
+ Complete control
– Not as trustworthy
A testimonial is a recommendation from a customer. Testimonials are published by the company, making them less credible than independently published reviews.
Still, they add to the burden of proof on your website. And they’re easier than you might think. If you have happy customers, you can create convincing testimonials!
It’s important to respect the customers who provide you with a quote. Don’t change their words too much. And always make sure they agree with the text before you post it online.
Paid review services
+ Looks professional
+ Easy
– Monthly payments
Online review services such as Feedback Company or Trustpilot gather and moderate customer reviews. You can show them off by adding widgets to your website, giving your review section a polished and professional look.
On the downside, you have to pay for these services. And some of these services have had issues surrounding credibility.
Google My Business
+ Great reach
+ Free
+ Trustworthy
– Less control
When people leave reviews on your Google My Business profile, they will be visible in some of the most valuable places. They show up when your potential customers do a Google web search, or look you up on Google Maps. In addition, you can easily add a widget to your site.
Google My Business reviews are undisputed when it comes to trustworthiness, as well as organic reach. Anyone with a Google account can leave comments on your profile. Google moderates these reviews to some extent, but you have very little control over them.
How do you ask for reviews?
If you want to ask customers to share their experience, ask them when they’re happy. For instance, right after you’ve made a delivery. You could put a request in an invoice or in a confirmation email. Don’t forget offline channels: why not put it on the delivery box your product comes in?
The best way to ask depends on the type of service or product, and the type of organization you have. In any case, your customers might need some nudging. Specific questions tend to work well. For example: How did you feel about the delivery process?
Make things super easy for your customer.
- Tell them how long it’s going to take. The shorter, the better.
- Add a direct link to write reviews. Here’s how you make one for Google.
You can also offer incentives in return for a review. Some companies enter every reviewer into a lottery for a prize. Others give out free products in return for a review. Always be careful with these methods. After all, you want sincere customer reviews. Someone who is in it for a free gift might not give you their honest opinion.
Don’t ask too often!
Don’t send your customers too many requests for reviews, as they will quickly be labelled annoying. After the first few times, these requests quickly become a source of irritation. That won’t make you popular with your customers.
How to react to reviews
Customer reviews, both positive and negative, offer worthwhile opportunities for your business.
A positive review is a chance for a raving testimonial. If you can get in touch with the reviewer, you can get a wonderful story that adds to your burden of proof. Here is how to create convincing testimonials [link toevoegen].
It often seems like negative reviews are an overwhelming majority. However, they can be a blessing in disguise. You can’t do without them. Glowing reviews look more credible if there are a few less favourable ones as well. After all, it would be weird if nothing ever went wrong!
Address every complaint
Have you come across a particularly cutting review? You might think it’s asinine, wrong, or just unfair criticism. What to do?
Don’t give in to your emotional response. Keep level-headed: focus on fixing your reputation. If you’re not sure what to do, ask the customer how you can help.
- Reply to every complaint
- Respond quickly
- Stay professional
- Thank complaniners for their feedback
- Suggest a solution
Not every company does these things. But fixing problems creates a lot of goodwill! See it as an opportunity to learn from your mistakes and get your reputation back up. Harvard research has shown that this type of interaction even leads to better reviews.