We can all agree reviews are important. They help customers decide whether your product performs IRL, while also letting you flaunt your top tier products and exceptional customer service. We see brands like Brooklinen, Patagonia, Oats Overnight, and even GoPro generating thousands of customer reviews - but how do you start?
1. On-site Review Forms
On-site review forms let anyone review your products - whether they’re customers or not. A click of a button and a few keystrokes is all it takes for someone to leave a review.
It almost sounds too good to be true, right? That’s because it is. Your reviews section exists to earn visitors' trust and drive conversions. An on-site review button can sabotage this for two reasons:
- When customers see that anyone can leave a review, they have a hard time trusting the reviews that are there
- It can disrupt a customer’s purchase journey. We want to remove as many obstacles as possible before a customer gets to checkout, so on-site review forms can just be another distraction
When to use: If there’s no way to leave reviews without visiting your site (i.e. not using post-purchase review requests) - instead, direct customers post-purchase to a product page.
How to use:
- Choose a review provider (like Junip!)
- Add the reviews section to your product page
- Direct customers to your website to leave a review. Try using post-purchase emails, order confirmation pages, or letters in product packing
2. Individual Product Review Links
An individual product review link is a URL that you can manually send to your customers. Once they open it they will be taken to a new tab to submit a review for a specific product. While they’re a good way to collect reviews from your customers on a one off basis, they don’t scale.
When to use: These are perfect for when you’re talking with a customer one on one (ex. support chats!). Sending them to your early supporters is also a great way to kickstart your reviews section.
3. Automated Review Requests
Automated review requests are post-purchase emails sent to customers and are by far the most effective way to collect customer reviews. Over 90% of customer reviews are collected using them. By giving your customers an opportunity to provide feedback after each purchase will not only generate more reviews, but it will drive traffic back to your website and increase conversions.
Things to keep in mind when creating yours...
- Timing is key - give customers enough time to enjoy what they’ve bought before asking them to leave a review
- Keep it simple - making it too complicated to leave a review can lead to drop off. Use review forms or product links that make it easier for customers
- Be yourself - use this touchpoint to showcase your brand’s personality with bold subject lines and build stronger customer relationships by expressing your appreciation for their support
When to use: Customers who’ve bought from you should be the only ones receiving these emails. We recommend waiting 7-10 days after a customer’s order has shipped.
How to use:
- Create a review request email template
- Schedule your emails to control how long after purchases are made a customer receives one
- If you already use post-purchase emails, add this as a step where it makes sense (usually after a shipping confirmation email!)
Tip: Offering discount codes when a customer submits a review is a good way to encourage customers to leave reviews and drive repeat customers.
Brands that prioritize collecting customer reviews can increase conversion up to 270% when a product has as little as five customer reviews. Reviews are the gift that just keeps giving, customers convert more easily and your products will become cult favourites.
So, what are you waiting for?