In today’s world where “alternative facts” are actually a thing, consumers have become more skeptical of the claims made by brands. As a result, online reviews and personal referrals are influencing more and more purchase decisions. A Nielsen study found that 83% of people consider personal referrals to be the greatest form of advertising. And with our screen time increasing, the referrals don’t have to be from someone we know. Online reviews from complete strangers are given the same credibility as a friend’s recommendation.
The Many Benefits of Online Reviews
Added Credibility
You can (and should) tout the benefits of your brand. However, a sincere endorsement from a consumer is a much more credible source for influencing a potential customer’s purchase decision.
Trust
Readers can easily relate to online reviews from consumers with similar needs whose use of the product or service will mirror their own.
Audience Engagement
Responding to reviews shows your brand’s willingness to engage with your audience. Thanking the authors of positive reviews can foster brand loyalty while acknowledging the issues in a negative review illustrates your interest in resolving the issue. A heartfelt attempt at a resolution may result in the negative review being removed by the now-satisfied author.
Improved Search Rankings
Search Engine Optimization (SEO) can be an intimidating exercise, however, one way to positvely influence the algorithms is to secure more online reviews. When displaying search results, Google considers the quantity and quality of reviews as a ranking factor, making businesses with more positive reviews more likely to rank higher.
Heightened Online Visibility
According to a 2021 report by PowerReviews, over 99.9% of customers read reviews when they shop online. And many people filter product results based on the number of reviews and/or their average rating. So, the more reviews you have, the more likely you will be seen and considered an option.
Insight
Reading what your customers have to say about your product – both good and bad – can provide a wealth of consumer insight on your products or services. Reading reviews of your competitors can also offer valuable information on what your brand may want to offer or improve upon.
Influence
BrightLocal found that people read an average of 7 reviews before making a decision. And, if the comparison is between two very similar products, you can bet that online reviews will influence the purchase decision.
How to Get More Online Reviews
Ask Verbally
The second a positive transaction is completed, ask for an online review while everyone’s feeling warm and fuzzy. Hand the customer a card with the QR code or link to your reviews page, so it’s easy for them to write their review at their convenience. According to Brightlocal, 68% of customers will leave a review if asked.
Ask Non-Verbally
We understand that you may forget or be too busy with other customers to make the ask at the point of sale. So place a sign by the register or on the inside of the exit door with a prominent QR code or easy to type link.
Add a Link to Your E-Signature
When you follow up on their purchase, remind them to click the link in your e-signature to leave a review.
Feature Reviews on Your Website and Social Media
Seeing other reviews may be the perfect reminder for satisfied customers to share their positive customer experience with others.
Add a Link to Your Customer Satisfaction Surveys
If you send out customer service surveys following a transaction (and you should), include a link for them to leave an online review while their interaction with your brand is fresh in their mind.
Need help creating and implements an online review strategy? Contact the online review experts at Electrum Branding to get started.