3 Simple Ways To Get Customers To Review Your Brand

80 per­cent of cus­tomers trust online reviews as much as per­sonal rec­om­men­da­tions.

Leeyen Rogers By Leeyen Rogers from JotForm. Join the discussion » 0 comments

Online reviews are increas­ing in impor­tance as con­sumer behav­ior and tech­nol­ogy con­tinue to evolve. Con­sumers are get­ting savvier about com­par­ison shop­ping and con­duct­ing more online research before pur­chas­ing, cre­at­ing an envi­ron­ment where com­pa­nies need to watch com­peti­tors more care­fully and strengthen efforts to win con­ver­sions at the crit­i­cal moments when con­sumers are mak­ing pur­chase deci­sions.

Word-of-mouth rec­om­men­da­tions from friends and fam­ily are, by far, the best form of adver­tis­ing. But online reviews are extremely valu­able – nearly 80 per­cent of cus­tomers trust online reviews as much as per­sonal rec­om­men­da­tions, accord­ing to a Bright­Lo­cal report.

Online reviews help fos­ter trust and loy­alty. What will con­sumers find on other sites about your brand or busi­ness when they search for reviews about your pro­duct or ser­vice?

While you can con­trol what peo­ple see on your site, you can’t con­trol what appears on review sites. This is why it’s essen­tial to opti­mize the entire search expe­ri­ence of con­sumers – includ­ing the feed­back cus­tomers are giv­ing about your brand or busi­ness.

Here are some ways to get cus­tomers to engage and leave cov­eted reviews of your brand or busi­ness.

1. Make It Easy

If a vis­i­tor to your web­site wants to make a review, make sure it’s a sim­ple process. Make it easy to find, either by pro­mot­ing your list­ing directly on your web­site so cus­tomers know where to sub­mit their reviews, or mak­ing the but­ton to write a review highly vis­i­ble.

If your com­pany relies on crowd­sourced reviews for con­tent, like Yelp or Angie’s List, the user expe­ri­ence of writ­ing a review should be excep­tional. Yelp does a great job of show­cas­ing their review form front and cen­ter, and mak­ing the min­i­mum of sub­mit­ting a review as sim­ple as a click on the star-rat­ing sys­tem, and click­ing “post review” after the review is writ­ten.

For ecom­merce com­pa­nies, a great way to request a review is with a polite email that fea­tures the pro­duct name and image, sent at a time shortly after the pro­duct should’ve been received. Ama­zon is one exam­ple of a brand that does this well.

2. Present Reviews As An Unobtrusive Option

Many web­sites go about solic­it­ing reviews in a way that is annoy­ing and intru­sive. Dis­tract­ing pop-ups that appear unin­vited usu­ally do noth­ing but aggra­vate your web­site vis­i­tors.

We’ve all been there. We’re read­ing an arti­cle or brows­ing a pro­duct page and sud­denly a pop-up obscures what we were look­ing at. Our knee-jerk reac­tion isn’t pos­i­tive, which means your web­site is pro­vid­ing a neg­a­tive user expe­ri­ence.

Bet­ter alter­na­tives for ask­ing for reviews is with a sub­tle, non intru­sive pop-up, a sim­ple appre­cia­tive email, or remar­ket­ing. You can use AdWords to tar­get your cus­tomers who have com­pleted a trans­ac­tion. Let them know you’d love to get their feed­back.

You can drop a remar­ket­ing cookie on a page that marks the end of your con­ver­sion fun­nel, like on your “Thank You” page after an online pur­chase, embed­ded in an online copy of their invoice, or on your online feed­back forms. 

You can get cre­ative with your mes­sag­ing, exper­i­ment with options other than “Please review us!” To avoid annoy­ing your cus­tomers, set your remar­ket­ing cam­paign so that it ter­mi­nates when they land on the desired page or after a rea­son­able time­frame.

3. Incentivize & Reward Reviewers

Want to incen­tivize users to review your brand?

  • Cre­ate a splash page or spe­cial deal for cus­tomers. Share it in a fol­low-up email with a mes­sage encour­ag­ing them to review, or as a reward to review­ers, which can help encour­age addi­tional future reviews. This helps drive reviews and helps increase brand loy­alty.
  • Many com­pa­nies offer a chance to win a gift card or another prize in exchange for a review. 
  • Yelp offers perks for “elite review­ers” in the form of exclu­sive deals and events.

Get cre­ative with your incen­tives and offer brand-speci­fic or even per­son­al­ized prizes. 

Are you mak­ing it easy for your cus­tomers to write reviews of your brand or busi­ness?

Leeyen Rogers

Written by Leeyen Rogers

VP of Marketing, JotForm

Leeyen Rogers is the VP of Marketing at JotForm, a popular online form-building tool based in San Francisco. Its simple drag-and-drop interface along with conveniently sortable submission data allows you to create forms and analyze their data without writing a single line of code.

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