For a few years now, consumers have not hesitated to share their consumption experience by leaving their opinions online. These customer reviews have a significant influence on consumers' purchasing decisions. According to a study, " 49% of French people consult the ratings given by other Internet users to make up their mind about a product" . Moreover, they are also a key factor for local referencing.
Find out in this article how to manage customer reviews to improve your e-reputation!
Improve your visibility on Google!
If you are considering buying a product from an e-commerce site, chances are you will read online reviews before making your final decision.
Most consumers trust online reviews as much as they trust recommendations from friends and family. Almost everyone reads online reviews before deciding to buy a product. Not only are these reviews important to future buyers, but they are also a key part of Google's local algorithm.
According to a 2018 Moz study, reviews are the third most important factor for appearing in the Google local pack. The latter is an area of the search engine where local results are displayed during a query by a web user.
These results include three elements:
- A Google Maps of the geographical area searched
- Three businesses selected by the Google algorithm
- A link to other addresses
Thus, this local pack allows your company to improve its visibility on Google and thus increase its turnover.
In other words, if you have a higher review score and a higher number of reviews than your competitors, your shop is much more likely to rank higher in local searches. Reviews are social proof, they are real human data that influence the image of your website.
Be present on the best customer review platforms!
Google reviews are the most visible, as they are displayed in search results and on the Google My Business platform that appears when you search for a business. These native reviews carry the most weight, but the algorithm also looks at reviews on other key customer review sites. It is therefore important to understand which customer review sites and platforms are important for your business.
Facebook is a social platform where brand-consumer interaction is strong, although it works more with "recommendations" than with real reviews. Many companies choose to hide their review page on Facebook, which can be detrimental to them. Keep in mind that potential buyers use this social network to get an idea of the seriousness and credibility of your business. Therefore, it is very important to keep the review section active to collect recommendations and social proof about the positive experience your customers had when buying your products.
It's also important to get reviews on all the sites your audience may visit(TripAdvisor, Trustpilot...). Determine which sites are important to your industry and encourage your customers to leave a review.
Ask your customers for more feedback
If you want people to leave positive comments about your business or products, sometimes you just have to ask them. Unhappy customers are often keen to leave bad reviews when the situation calls for it, unlike satisfied consumers.
Don't be afraid to ask your satisfied customers to share their experience on the internet. And if you offer excellent products or services, many people will be happy to give their opinion.
Unfortunately, leaving a review on Google can be a complicated process. You shouldn't expect most customers to go home, log into Google, and then leave a review. Instead, consider creating a block on your website dedicated to customer reviews and sending emails to encourage them to leave a review.
In these emails, include a short message thanking them for buying your products and add links to several third party sites like Google, Facebook... where they can leave reviews.
Consider adding the URL of your review page to the receipts that customers receive after making a purchase. If you send automated emails to a customer after they have ordered an item from your online shop, make sure you also include a link to your review page.
Don't try to be perfect!
Don't let a few bad reviews put you off. Most customers (and potential customers) do not expect your business to be perfect. One study showed that most products purchased have an average review score of between 4.2 and 4.5 out of 5.
If you don't have bad reviews, consumers may question the legitimacy of your positive reviews. A negative review can help prove that your shop is real and gives you the opportunity to show potential customers how you handle tricky situations.
Monitor and manage your customer reviews
Asking for advice is important, but it's not everything!
You should also keep an eye on your reviews to keep your reputation up to date. Depending on your budget and the amount of time you have available, you can choose between two options:
- Monitor the review sites yourself. It's free, but it takes time!
- If you don't have the time to do this and you can afford it, use a review monitoring software or hire a service provider.
Don't forget to check social networks too to see what people are saying about your business. Unhappy customers will not always leave their reviews on sites like TripAdvisor or Google; they might go straight to social networks to complain. Every time a negative review comes up, you need to respond to them. This is an easy way to keep your customers happy and show others that you care.
Respond to every customer review
You should respond to every review you receive, not just the bad ones. If a satisfied customer takes the time to leave a positive review, you should take the time to thank them. Google thinks responses are important too; when a business responds to a review, Google sends an alert to the consumer to let them know. Your satisfied customers will be even happier to know that you have read their messages and are listening.
How to respond to negative reviews?
The way you react to negative reviews can either enhance or damage your site's reputation. Some potential customers may look for negative reviews about you to see how you handle each situation. A great response can sometimes give you more credibility than a glowing review.
One of the biggest mistakes a company can make when responding to negative reviews is to leave a generic response. This shows that you don't really care. So be empathetic and honest! When a consumer shares a bad experience, do everything you can to make it right. If someone makes a false claim, ask for more details to show that the story is not true. If you have no record of the customer or the situation, don't hesitate to mention it in your response.
A good management of customer reviews is an important element to optimize your SEO strategy and increase your audience. They are also an important contact point for both your loyal customers and potential buyers.
You are on the verge of making a killing
