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5 Ways To Get Customer Reviews and Build Trust (& 3 Ways to Blow It All)

Written by | Published on 4th March 2013 | 6 min read

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FILED UNDER: eCommerce Marketing Uncategorised

You’re likely well aware that positive reviews on your business and products give you the edge over your eCommerce competitors, because they show you’re open and engaged.

But just how important are reviews?

Recent research by About.com found 84% of customers will only interact with a brand online if they trust that brand.

The key to building trust? Reviews.

Positive reviews on social networks were rated the most important factor in establishing trust, with 41% of survey respondents citing it as a key factor for trust building.

Let’s take a look at what you can do to get as many reviews as possible.

5 Ways to Get More Reviews

1. Create space for customers to leave reviews. Amazon and eBay both have review options built in, while Shopify offers a range of review apps including Grapevine, Cinch7 and Yotpo. These apps start out at free. You can check out Shopify’s review solutions here.

The easier you make it for your customers to leave reviews, the more reviews you’ll get.

2. Ask for reviews. Your sales team knows if they’re to make a sale, they’ve got to make the ask. This applies to online marketing too, and reviews are a vital part of your marketing.

Let your customers know you’d value their feedback. You can do this in the confirmation email you send after they make a purchase. Make sure you follow up once the product is delivered, too.

3. Collect testimonials. Twestimonials are positive feedback left by your customers on Twitter, or other social networks. Because they’re spontaneous – people give these reviews without you asking – they have a high authenticity factor.

Take screenshots of positive Tweets to post on your website or product pages.

(Hint: If you don’t already scour Twitter for feedback on your company, start today. Even if it’s not all positive, it’s good to know what your customers think.)

4. Set up a launch team. Launching a new product? Giveaway products to top bloggers or other influencers in your industry, and ask them to leave a review.

Always be transparent about this, and ask the reviewers to say in their review they were given a product to try for free. Getting endorsements from connectors and influencers is a great way to turbo boost a product launch.

5. Ask your social media fans and followers. People follow your brand on social media because they’re keen to engage. Give them a shout out from time to time that you want to hear their feedback.

3 Ways to Mess Up Your Reviews

You’ll feel great once all the reviews start rolling in. However, sometimes, no reviews will come in, or you’ll receive a negative review. Even though it’s tempting to look for quick fixes, you should never do the following.

Never get defensive about negative reviews. Show you’re listening, but don’t fight back – it’s immature and only goes to feed the fire.

Never ignore negative reviews. Reviews are gold – even the bad ones – as they’re free market research. They show you how to make your business shine. Be sure to improve your products or customer service based on the feedback you get in reviews. If you can contact the person who had a bad experience and sort out what went wrong, do it.

Never pay for reviews. Reviews are all about trust. Get caught giving kick backs for reviews, and you’ve blown it all.

In Conclusion

Sure, reviews put more power in the hands of your customers.
But that’s a fact of online business, whether or not you encourage reviews, and it doesn’t mean it’s all out of your control.

If your business is keeping the customer satisfied – and it should be – then you’ve nothing to fear from reviews, and you should actively encourage them to drive sales.

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Written by David

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