Why Customer Reviews Matter and How to Get Them

Why Customer Reviews Matter and How to Get Them

Why face the feeling of buyer’s remorse if you don’t have to? If you’re like most people, you trust a friend’s recommendation more than what the restaurant claims on its website. The majority of buyers give that same credibility to customer reviews. How to get online reviews from customers Whether or not you ask for reviews, there’s a good chance some of your customers will share their candid feedback. Some people are happy to give you a video review, but may not be tech-savvy enough to record one themselves. Also, video allows for more interaction with the person giving the feedback. The do’s and don’ts of customer review outreach Now that we’ve covered how to ask for reviews, let’s look at some best practice guidelines to apply in your review strategy to help maximize return on your effort. I don’t want to tell you how many reviews I’ve meant to write (and still intend to write!) Be polite but not pushy When you write your request email, make sure your copy shows you are respectful of your customer’s time. That’s what reviews are there for.

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When’s the last time you read a review? Whether you were looking for a place to eat dinner or making a purchase on Amazon, there’s a good chance it wasn’t too long ago. Personally, when reviews aren’t readily available, I go in search of them. For example, when I’m at Target trying to decide which printer to buy, I go to Amazon to check the reviews on my top choices. And, as it turns out, I’m not alone. Of the many statistics on customer reviews, 72% of customers don’t take action until they have read reviews. Some might say our culture has become co-dependent. I like to say that we’re smart. Why face the feeling of buyer’s remorse if you don’t have to?

Instead, let your peers who have been there before you guide the way.

How customer reviews affect the path to purchase

If you’re not actively engaging in a review strategy, it’s time to start.

Reviews are the ultimate source of user-generated content thanks to the brand trust they build. They work hand-in-hand with testimonials, giving prospects a way to hear from your real customers.

Unlike testimonials which are often edited to show the business in the best light possible, customer reviews give the whole unbiased story, giving them extra value.

Say you’re going out for dinner. If you’re like most people, you trust a friend’s recommendation more than what the restaurant claims on its website. The majority of buyers give that same credibility to customer reviews.

This is why customer reviews carry an impact throughout the entire purchase cycle. In fact, at any stage of the B2B marketing funnel, a minimum of four out of 10 buyers are looking for reviews.

Customer Reviews

And—as you may have guessed—reviews also have a significant impact on consumer purchases.

The purchase rate for a product with a minimum of five reviews is 270% higher than a product with no reviews.

Not only do reviews have an impact on conversations, but they can also increase the revenue from each sale. Online recommendations can motivate buyers to spend 9.5% more for a product, according to a study by ShareThis and the Paley Center for Media.

How to get online reviews from customers

Whether or not you ask for reviews, there’s a good chance some of your customers will share their candid feedback. However, rather than letting reviews come to you, it’s essential to conduct regular review outreach.

For reviews to have the most impact, you need both recency and quantity. 68% of people who were asked to leave a review for a local business in 2017 did so, according to a study by Bright Local,

Customer Reviews

As you can see, customers are happy to share their feedback. All you have to do is ask!

Here are three tactics for sourcing reviews:

  1. One-to-one conversations

When trying to get reviews, don’t forget a simple ask through good old-fashioned interpersonal communication is a great place to start. Whether in person or on the phone, you’re building stronger relationships with this direct contact approach.

When’s the best time to ask for a review?

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