As an ecommerce business, you put a lot of time and effort into marketing your products. Instagram ads, website copy, flawless product images. We could go on and on.
Sometimes the most critical part of ecommerce marketing isn’t showing and telling, it’s validating. Customers are savvy. They have options, and they know it. People won’t simply buy your product because you tell them to. Consumers need social proof that your product will work for them. That’s where reviews come in.
90% of buying decisions are influenced by online reviews. Seeing real customer reviews of your products helps potential buyers take action and make a purchase. Even poor reviews can potentially increase sales by 45% according to Shopify. Yep, you read that correctly.
In this post, we’re going to go over 6 ways to generate more customer reviews for your ecommerce store.
Create a Simple Review Process
If you want someone to do something, make it easy for them. We have a saying at Drip: keep it stupid simple (KISS). That’s how you want your review system to be: stupid simple. Customers are happy to contribute feedback when you take the work out of it. Put reviews front and center on each product page. Don’t make people click through several pages, and don’t ask them to log in first. Spotlighting reviews and real feedback on product pages might give window shoppers the nudge they need to click ‘add to cart.’
Speaking of making things easy for your customers, optimize your review system for mobile—most shoppers are browsing on their cell phone. Companies with simple review processes have more customer reviews simply because their websites are easily accessible and they engage customers before they lose interest.
Timing Is Everything
When should you ask for a review? Long story short, any time is better than no time. You might feel nervous to ask your customers, but have no fear—70% of consumers will leave a review for a business if they're asked.
According to Yotpo, the best way to get a response for a review is to ask via email 3-5 days after a customer receives their order. When your product and brand is top of mind. However, you don’t want to ask for a review before they’ve gotten their shipment, or had a chance to use your product.
Target Your Efforts
Not everyone is going to give you rave reviews. But there are ways to target your efforts on those who are more likely to.
For example, you’re probably not going to get a 5-star review from a customer who has just had a less than stellar experience. Remove those customers from your review outreach (and focus on giving them a great customer experience).
On the other hand, you should definitely take the opportunity to reach out to customers who have just had a positive experience with your customer service team. The interaction will feel organic since it isn’t totally out of the blue. The same goes for customers who have posted praise on social media. If they took the time to share the love on social, chances are they’d be more than happy to leave a review.
If you’re not sure where to begin with customer reviews, start with your best customers. Determine who your best customers are by purchase frequency, total dollars spent, or lifetime value (LTV).
Once you’ve chosen your audience, think about how you will ask. You want the request to be personalized, not sales-y. Keep your tone friendly and lighthearted. Asking for a review is an opportunity to build a stronger relationship with your customer by letting them know how much you appreciate them taking the time to give you feedback about their purchase.
Utilize Social Media
Wherever possible, share positive reviews or feedback you receive on social media. Happy customers who have praised your product on social media are your brand evangelists. Spotlight these organic reviews by reposting or sharing them out on your social channels. Add a reviews tab to your Facebook page so customers can easily leave feedback, and prospects can see what other people are saying about your brand.
Keep track of your mentions, monitor keywords related to your products, and watch hashtags that include your company or product names so you can easily spot a positive review in the wild. Social media is a great place to reiterate positive feedback because you can share it with your entire audience with a click of a button.
Offer a Reward or Incentive
Incentivize your shoppers with a coupon or discount code—it takes time and effort to write a review, and receiving a reward adds to the overall positive experience with your brand. If you’re discount averse, offer a free gift with purchase, or free shipping on their next order to incentivize repeat purchases. People are more likely to take action when they have an incentive, so give customers that extra nudge
Automate, Automate, Automate
If you’re wondering how in the world you’ll get more customer reviews on top of everything else on your plate, we have an answer for you. Make it easier for yourself—and your customers—by automating your website review process. Connect your email marketing tool to your review platform to create a seamless automated customer experience.
Drip integrates with tools like Yotpo to provide merchants the ability to target customers based on review score, number of reviews, and recent reviews. When you can automate email marketing workflows based on review scores, the possibilities are endless. Here are just a few strategies that you can implement with Drip + Yotpo:
Follow up on rave reviews with a personalized thank you note.
Follow up on poor reviews with a coupon or a personal apology from your founder.
Retarget people who haven’t left reviews on Facebook and Instagram.