Online reviews are important for your business’s success. Statistics reveal that 92% of consumers read reviews, whether occasionally or regularly, and 88% trust them as much as recommendations from friends and family.
Moreover, 40% of consumers form an opinion about a product or brand after reading just one to three reviews, with the average consumer reading at least ten reviews before trusting a brand or product.
These figures highlight the importance of having a solid strategy for managing online reviews. While obtaining reviews is relatively easy in the restaurant and hospitality industries, it can be more challenging in other sectors.
A well-calculated and detailed review system is essential to succeed in this area. Product reviews and testimonials are among the most powerful tools in your sales arsenal, with over 70% of consumers considering them before making a purchase.
Additionally, nearly 63% of consumers are more likely to buy from a site that features product ratings and reviews. Social proof not only reassures hesitant shoppers but also provides valuable context and helps reduce returns by ensuring customer satisfaction.
So, are you ready to build trust in your business, create impactful social proof, and foster brand loyalty? Here are 10 expert tips to help you maximise the potential of product reviews and customer testimonials.
10 Ways To Get And Manage Positive Online Reviews
Positive online reviews are a powerful tool for building credibility, attracting new customers, and enhancing your brand’s reputation.
Managing and encouraging these reviews requires a strategic approach and to effectively manage and showcase positive online reviews, you must strategically integrate them into your business’s digital presence. Here’s how:
1. Engage on the Same Platforms as Your Customers
Being accessible and active on the social platforms where your customers spend their time is essential for gathering authentic feedback. Ensure your business’s profiles on Facebook, Twitter, and Instagram are prominently linked to your website, enabling customers to easily connect and share their experiences.
Social media engagement allows for real-time interaction, which can lead to more immediate and honest reviews.
For businesses with a physical presence, like Milk + Honey Spa, maintaining profiles on platforms like Yelp and Google Places is crucial. These platforms cater to local customers and provide a space for reviews that can significantly influence others in the area.
Examples:
Wendy’s on X. Wendy’s is well-known for its active and witty presence on Twitter. The fast-food chain engages with customers by responding to tweets, sharing user-generated content, and addressing feedback in real time. This engagement not only encourages more reviews and interactions but also strengthens the brand’s relationship with its audience.
Lush on Instagram. Lush, a cosmetics brand, effectively engages with its customers on Instagram by featuring user-generated content and responding to comments and direct messages. They regularly share customer photos and reviews in their Instagram stories and posts, creating a sense of community and encouraging more customers to share their experiences.
2. Address Negative Reviews Constructively
Negative reviews are inevitable, but they should never be ignored. How you handle negative feedback can significantly impact your brand’s reputation.
When responding to negative reviews, approach the situation with empathy and professionalism. If the reviewer’s concerns are valid or if similar issues have been raised by others, acknowledge the problem and outline the steps you’re taking to address it.
This not only shows that you value customer feedback but also demonstrates your commitment to continuous improvement. Moreover, by resolving issues publicly, you can turn a potentially damaging situation into an opportunity to build trust with both the reviewer and potential customers.
Handling negative reviews with care can transform a potential setback into a customer retention opportunity. For example:
- For an online retailer: If a customer reports a delayed shipment, reply with, “We’re sorry for the delay in receiving your order. We understand how frustrating this can be, and we’re working to improve our shipping processes. We’ve expedited your current order and included a discount on your next purchase as a thank you for your understanding.”
By responding with empathy and offering solutions, you demonstrate your commitment to customer satisfaction and can often turn a negative experience into a positive one.
3. Pose Relevant Questions for Insightful Reviews
To gather meaningful and relevant testimonials, ask questions that resonate with your audience’s specific needs, interests, and concerns. Consider what your customers value most in a purchase and what challenges they may have faced.
For example, you might ask, “How did our product help solve a problem for you?” or “What did you love most about our service?”
Tailoring your questions in this way helps you collect feedback that not only showcases your strengths but also addresses the key factors that potential customers are likely to consider.
To gather meaningful testimonials, tailor your questions to address the specific needs and experiences of your customers. For example:
- For a skincare product: “How has our moisturiser improved your skin’s texture and hydration?”
- For a home repair service: “What challenges were you facing before our team fixed your roof, and how has the repair impacted your daily life?”
- For a software solution: “Which features of our software have helped you streamline your business operations the most?”
- For a restaurant: “What did you enjoy most about your dining experience with us, and how did our service meet your expectations?”
These targeted questions help you gather feedback that highlights the benefits of your product or service while addressing the specific concerns of potential customers.
4. Show Appreciation for Positive Reviews
Acknowledging and thanking customers for their positive reviews can go a long way in building customer loyalty and encouraging further engagement. When you receive glowing feedback on platforms like Yelp or see a positive post on Instagram, take the time to express your gratitude.
Brands like Man Crates have mastered this by not only thanking customers but also sharing their feedback on social media, amplifying the positive sentiment. Additionally, request permission to feature these reviews on your website or other marketing materials, turning them into powerful testimonials that can influence new customers.
Source: https://www.facebook.com/mancrates/
Acknowledging positive reviews can deepen customer loyalty and create a ripple effect of positive sentiment. For example:
- On Yelp: A coffee shop might reply to a 5-star review with, “Thank you so much for your kind words! We’re thrilled that you enjoyed our new seasonal latte. We hope to see you again soon!”
- On Instagram: A clothing brand could repost a customer’s photo wearing their outfit with a caption like, “You look amazing! Thank you for sharing your style with us. We’re so glad you love your new dress!”
- On a website: An electronics retailer could feature a customer’s review on their homepage, along with a note saying, “We’re proud to showcase this feedback from one of our happy customers. Thanks for trusting us with your tech needs!”
These acknowledgements not only show appreciation but also encourage other customers to share their experiences, knowing that their feedback will be valued.
5. Enhance Reviews with Customer Details
When posting testimonials, enhance their credibility by including the customer’s name and photo, with their permission. Adding a customer’s name and photo provides a personal touch that can make the review feel more genuine and relatable.
Additionally, mentioning the review source, such as Yelp or Google, adds an extra layer of authenticity. For instance, if a customer leaves a positive review about a dining experience, posting their photo and name along with their review on your website or social media can help build trust with potential customers and encourage more reviews.
6. Reconnect with Customers for Updated Feedback
Timing is key when soliciting reviews. Reaching out to customers shortly after purchase, when their experience with your product or service is still fresh, greatly increases the likelihood of receiving feedback.
Sending a well-timed follow-up email can serve as a gentle reminder for customers to share their thoughts.
Tools like Yotpo, a BigCommerce app partner, offer automated solutions that streamline this process, making it easy for customers to leave reviews. This not only enhances customer engagement but also helps you collect valuable insights consistently.
By strategically featuring reviews, engaging with customers on relevant platforms, and following up at the right moments, you can effectively manage and leverage positive online reviews to build trust, improve customer satisfaction, and drive sales.
Examples:
Amazon’s Post-Purchase Emails. After a purchase, Amazon sends follow-up emails asking customers to review the products they bought. These emails are timed to arrive after the customer has had a chance to use the product, increasing the likelihood of receiving detailed and relevant feedback. Amazon’s approach is straightforward, providing a direct link to the review submission page, making it easy for customers to leave their thoughts.
Warby Parker’s Review Requests. Warby Parker, a popular eyewear brand, sends personalised emails to customers shortly after they receive their glasses, asking them to leave a review.
The email includes a link that directs customers to the review section of the specific product they purchased. Warby Parker also uses this opportunity to remind customers of their return policy, ensuring that any issues can be resolved before a negative review is left.
7. Feature Reviews Prominently
The placement of reviews on your website plays a crucial role in maximising their impact. Displaying customer testimonials on your homepage can immediately establish credibility, while specific item reviews on corresponding product pages provide context and reassurance to potential buyers.
Additionally, creating a dedicated testimonial page, linked in your top navigation, allows visitors to explore more in-depth feedback.
This approach not only enhances the user experience but also reinforces trust in your brand. For instance, Primal Pit Paste effectively highlights its positive reviews in a special section on its website, making it easy for potential customers to see the product’s benefits through the eyes of satisfied users.
Examples:
Amazon excels at showcasing customer reviews directly on product pages. Each product page prominently displays an average star rating, the total number of reviews, and featured reviews that highlight specific customer experiences. This not only helps potential buyers make informed decisions but also enhances trust in the products being sold.
Glossier Glossier, a popular beauty brand, features customer testimonials on its homepage and throughout its product pages. They strategically display reviews next to product descriptions, allowing shoppers to see real user feedback while considering a purchase. Additionally, Glossier includes a “Top Rated” section where products with the highest reviews are showcased, encouraging customers to explore the best-reviewed items.
8. Host Contests to Encourage User Engagement
Engaging your existing customers through a contest is an effective way to boost your online reviews and create excitement around your brand. Encourage customers to share their experiences with your product or service by using a specific hashtag on Instagram or posting on your Facebook page.
For instance, Lensbaby, a brand known for its specialty lenses, often runs contests inviting customers to showcase their photography using their products.
By creating a contest with clear guidelines and a compelling prize, you can motivate customers to share their positive experiences publicly. This not only increases your visibility but also generates user-generated content that acts as authentic social proof for your brand.
Example:
Lensbaby, a company specialising in creative photography lenses, often runs contests encouraging customers to share their best shots using their products.
They might create a contest with a hashtag like #LensbabyMagic, asking customers to post their photos on Instagram for a chance to win a new lens or a gift card. This not only generates buzz but also provides a wealth of user-generated content that can be used in future marketing efforts.
9. Offer Incentives for Valuable Reviews
Offering incentives can be a powerful way to encourage customers to leave reviews. Consider providing small rewards, such as a 10% discount coupon or a gift card, to customers who take the time to share their feedback.
This approach can make the review process feel more rewarding and can enhance customer loyalty. For example, a retail store might offer a discount on future purchases for customers who leave a review on Google or Yelp. This tactic not only encourages more reviews but also fosters repeat business by giving customers a reason to return.
10. Provide Incentives to Encourage Feedback
Encourage customers to leave reviews by giving them a reason to do so beyond just the initial purchase. Simple gestures, such as sending a personalised thank-you note after their purchase, can prompt customers to share their experiences.
Brands like Delush Polish are known for their excellent customer service and follow-up, often sending handwritten notes or small tokens of appreciation.
These thoughtful gestures can make customers feel valued and more inclined to leave a positive review on platforms like Instagram or Facebook.
By going the extra mile to show appreciation, you not only enhance customer satisfaction but also increase the likelihood of receiving favourable reviews.
12 Strategies to Encourage Positive Customer Reviews for Your Brand or Products
Customers understand what reviews mean to you and your business. And when they’re happy, they’ll gladly review your company or product without even waiting for you to ask them to.
Here are some interesting stats on this:
In a recent Bright Local survey, 91% of consumers say local branch reviews impact their overall perceptions of big brands in some way.
What does this show?
A happy customer won’t shy off from doing you a favour. So, it makes sense to ask them directly if they can leave a review.
1. Strategic Timing
You don’t just ask any random customer who places an order with you to review your product or business. You have to wait for the right moment when they’re most happy and willing to spare a minute or two and provide some feedback.
Come to think about it: asking a customer to review you when they’re not ready for it may only trigger them to write some nasty stuff about your business.
Here are a few right moments to ask a customer to review you:
- After they’ve tried out your product and experienced success with it
- When they’re re-ordering the product or making a second purchase
- When they tag your brand or product in their social media post
- After they’ve bought a product and are back to check for more products on your site — you can catch them when they’re randomly browsing for more products.
- After they refer another customer
These are just a few of the right moments to reach out to a customer for a review.
Alternatively, you can send them an email after a few days, weeks, or even months asking them to consider giving feedback. Make sure they know that that simple act of kindness could benefit a long list of other buyers.
2. Make them a Regular Part of Your Business
Don’t ask for reviews when you’re only in the mood for it. Instead, make it a natural process of managing your business.
Here are a few ways to ask for reviews at scale:
- Train your staff to ask for feedback or reviews after every successful project
- You can incorporate reviews in your email marketing program. Automate them to be sent to your customers after getting to a particular stage of your sales funnel.
- You can use NPS to identify your happy customers at scale. They’re your natural promoters. After that, you want to deploy a service team to foster a relationship with them.
- Make sure your review links are everywhere. Finding them shouldn’t be another hassle for your customers. Include the review link in the checkout page, thank you page, and any other most visited place on your website.
3. Ask the Customer to Review You
Whenever you find yourself having a conversation with a customer you’ve ever served or delivered a product to, just ask them in person to review your business or product.
This works when you have developed a close relationship with some of the customers. If a customer tells you that they have had success with your product or service, thank them for their feedback and loyalty and after that, tell them that you’d appreciate it if they posted the feedback on one of your review sites.
4. Leverage Moment of Happy Customers
When you complete a client’s project, and they like it, or when you’ve just made a breakthrough for them, those are the moments of customers’ happiness.
Ever received praise from a customer?
During these moments, customers tend to be more inclined to review your product and pamper you with all the praises they can come up with. That’s how you effortlessly get them to leave behind a positive review.
5. Don’t Ask Directly for the Reviews; Instead, Begin by Throwing in an Open-ended Question
Don’t ask for the reviews directly.Instead, try to initiate a conversation – in which case, an open-ended question could make an excellent opener.
Here are a few examples of open-ended questions you may ask:
- How well do you like my products?
- Planning for a repurchase or re-order?
- How have your interactions with our customer support team been?
The point is to start a conversation that you can use to gauge their reaction or level of satisfaction before you can go ahead and ask them to review your products or business.
Why should you Do this?
- It helps to source helpful feedback
- It also helps prevent the awkwardness of asking for feedback before the customer has even started using the product.
The point is to use open-ended questions to get your customers to review your products and sneakily make sure they’re happy before asking them to submit the review.
You can even pose the open-ended question in the email subject line. Most of the answers that customers give will be in the form of a review.
6. Reduce the Friction
The process of leaving a review behind should be as smooth as possible. If your customers encounter any form of hardships, then the chances are good that they’ll leave without reviewing you.
You want to make sure everything is easy and intuitive for them, and here are a few ideas on how to go about it:
- Include options so that your customers can choose a platform that they’re most comfortable with. Make sure you’re signed up with all the review platforms out there. Be sure to include a review or testimonial section on your site.
- Give them a prompt or an idea of what they can write.
- E.g., “You can talk about your experience with our product, customer support, or our business in general.”
- “We welcome your feedback on our product, business, and customer support. Tell us about your experience with our product or any of our departments.”
7. Assure them That It Won’t Take Much of Their Time
The biggest source of friction when a customer reviews your products or services is time. Many customers will be reluctant to leave feedback when they feel like they do not have the time.
So, how about you reassure them that it will only take a minute or two?
You can pre-emptively address this particular hurdle. Use this trick to get them to change their thinking.
For example, write this simple statement as a side note, “it should only take a minute to write a review or leave feedback. We promise not to take much of your time.’
8. Make Sure You Can Be Found on Any Imaginable Customer Review Site Out There
Before a potential customer even makes it to your site to find out more about your business or product, you want to make sure they can find you no matter where they decide to conduct their research.
9. Third-party Review Sites to Create a Profile
Here are a few third-party review sites you want to make sure you’re signed up on:
- Yelp: Make sure you’re registered on Yelp, especially if you’re from the US. If your site is relatively old, then there’s a way to claim it. Just add it if it’s new.
- Facebook: Claim your Facebook business page. You want to make sure your customers can find you on Facebook without necessarily leaving the platform. Facebook enjoys a high level of responsiveness. For this, it’s critical to make sure there’s someone to monitor incoming responses and optimise them for new customer acquisition.
- Google: Get listed on the world’s largest search engine, Google. If you haven’t already, claim your business using Google My Business. That way, when people search for directions or search for your products on Google, you’ll be among the local search results that show up.
- Amazon: Remember also to claim your business on Amazon. Amazon has a lot of search results that it serves. So, you want to make sure your Amazon page profile tells your brand story precisely as it is on websites about us or bio. When customers find your brand when browsing through Amazon, they should see all your page details, reviews, and testimonials.
- Better Business Bureau: This only works for businesses in the US, Canada, and Mexico. It’s a highly trusted source of customer reviews.
10. Optimise Your Content
Provided you have a profile on the various customer review sites; the reviews should come in unsolicited.
However, you also want to capitalise on the people that visit your site. You want to make it easy for them to leave feedback.
You can do this by optimising your social profiles, blog posts, and emails to make it easy and quick for your customers to write a review.
So, how do you do this:
- By setting up badges that quickly redirect your site visitors to third-party review sites
- Optimise your website for mobile so that those browsing your site via their mobile device can easily navigate through it. You want to create a better online experience and give them more reason to leave a positive review.
- When asking your customer to leave a review, keep it short.
11. Create Incentives
Time is the most valuable asset your customer has.
Your customers won’t review you unless you give them a reason to.
Offer them a coupon code, discount, gift card, or cold hard cash. Make it clear that the incentive isn’t for leaving behind a positive review, but for their time.
Plus, they’re still getting incentivized whether they leave a positive review or a negative one.
12. Go to Your Customers, Instead of Directing them to You
Don’t ask a customer to review you on Yelp. Instead, meet them there and make them write the review.
You should be on all these platforms. More importantly, it’s your job to make sure your request matches the platform that your customers are on.
If it’s Facebook, then send the request via Facebook Messenger. The same applies to the customers on Yelp and those on Amazon.
Frequently Asked Questions
Why are positive online reviews important for my business?
Positive online reviews build trust and credibility with potential customers, enhance your brand reputation, and can improve your search engine rankings. They serve as social proof that your business delivers quality products or services.
How can I encourage more positive online reviews from customers?
To encourage positive online reviews, provide excellent customer service, follow up with customers after a purchase, and make it easy for them to leave feedback. Consider sending personalised review requests via email or text, and offer incentives for leaving a review.
What are some effective strategies for managing online reviews?
Regularly monitor review platforms, respond to all reviews promptly and professionally, and address any negative feedback constructively. Use feedback to improve your business practices and show appreciation for positive reviews.
How can I respond to negative reviews in a constructive way?
Acknowledge the customer’s concerns, apologise for any inconvenience, and offer to resolve the issue offline if possible. Your response should be professional and demonstrate your commitment to improving customer satisfaction.
How often should I monitor and manage online reviews?
You should monitor online reviews regularly, ideally daily or weekly, depending on your business size and review volume. Prompt management ensures timely responses and helps maintain a positive online presence.
What’s the best approach to responding to negative reviews?
Respond to negative reviews with empathy and professionalism. Acknowledge the customer’s issue, apologise sincerely, and offer to resolve the problem. Keep the conversation constructive and take it offline if necessary to prevent further public escalation.
How can I utilise positive reviews to benefit my business?
Leverage positive reviews by showcasing them on your website, social media, and marketing materials. Highlighting customer testimonials can attract new clients and build trust. Additionally, use the positive feedback to reinforce your strengths and continue delivering high-quality services.
