Whether it's finding accommodation, booking a restaurant, choosing a new car or upgrading software for your business, the reviews will affect your decision to make a decision. ;purchase.
Indeed, around 95% of buyers read reviews online before making a purchase. which will have a considerable impact on the conversion rates of websites. It is therefore essential that marketers know how to exploit users
Customers read your reviews – do not ignore them
With social networks and online evaluation platforms, customers are more informed than ever about brands and what others are saying. There is now a plethora of information available to users performing a quick search on Google "[A BRAND] reviews " that will affect their decision to make contact or make a purchase.
Third party websites devoted to examinations covering various subjects are companies in themselves. Trustpilot, HomeAdvisor, Feefo, Yelp and many other rating aggregators are earning money from companies who pay a small fee to actively manage what customers are saying about them online. Add to that the fact that most online stores offer customer reviews on a given product and you start to appreciate the impact they can have on your customers' trust and conversion rates. of their websites.
Indeed, 93% of customers now use reviews to rate local business quality ( BrightLocal ), while 72% of customers would not take any action until they 're able to do so. they read reviews of a product or service (Testimonial Engine). Instead of letting critical management go to your customer service team, reviews should be treated as a lever for marketing conversion and managed accordingly. All businesses are, to some extent, at the mercy of third-party review management sites. It is therefore important to monitor and manage this process as best as possible. Not to mention the techniques you can use on your own websites to build trust in your brand through the display of testimonials, customer logos, etc.
Create a Proactive Control Management Workflow
The control economy is based on the fact that consumers willingly share their experiences. . To enable customers to write reviews, we need to understand why a consumer takes the time to give feedback on the experience they have with a product or service.
Most revisions are triggered by exceptionally positive or negative customer experiences. These customers will look for a place to share their experiences if the company in question does not address them to their satisfaction.
Often, customers simply need a helping hand to leave a review. According to BrightLocal, 68% of customers would have left an evaluation of their business after being asked to do so. According to Power Reviews, about 80% of reviews come from e-mail inquiries from customers.
Proactively asking for feedback is one way to avoid the risk of negative comments occurring while encouraging positive feedback from customers.
For example, the following revisions management workflow can be used to channel customers to an after-sales or service review process. This means that you first manage the rating collection, which allows you to directly pass on negative customer experiences to your customer service team and encourage customers who have left favorable ratings to move on. line and spread the word.
By managing your own review workflow, you'll be able to lead customers to the review platform that tends to weigh the most in your niche and the platform that gains the most visibility when the users are looking for your brand name and "review" requests. Google search.
Although this type of workflow can be configured on a large scale with the help of great email marketing and email marketing platforms, you can also do it with the help Free email tools such as Mailchimp, which proves an economical way to encourage customer reviews for small businesses. Google Alerts
Although it is not as refined as most of the tools Reputation management paid, it represents another cost
Setting up Google Alerts for your business is simple but do not forget that you can refine your search using:
- Quotation marks (""): specific words or phrases
- (Site :): to be notified of new content on specific high sites value
- Less (-): to filter articles containing certain keywords
Paid Tools for Reputation Management
In addition to the DIY solutions that you can create To effectively manage your online reviews, you can: We have a number of paid tools that you can use if you have a budget.
There are less expensive tools that let you know what people are saying about your brand on social media. , including Hootsuite and Tweetdeck.  However, you decide to monitor your reviews online. It is essential to respond to notices – 53% of customers expect companies to respond to their reviews online within seven days ( Review Trackers ). you have a negative impact on your brand image, especially on social networks.
Register on Evaluation Platforms
As the number of dedicated evaluation platforms increases, it is important that you claim and maintain a presence on each of your site's key platforms. and your niche.
Large platforms such as Yelp and Google My Business are required for all types of businesses and must be claimed and updated as a basic first step for all business owners.
You will notice that Google My Business dominates the landscape with respect to the vast majority of browser queries and local queries on Google. Just type your brand and a local keyword in Google and you'll almost always see the Google My Business listings (the "local pack") complete with the reviews returned first.
Do not forget that your customers use Google most often to search. for reviews, so once you've been through the most basic platforms, search for other display platforms that tend to appear when you enter your brand and reviews, as well as your service requests or product and opinion. Google.
Viewing reviews and testimonials on your site
It's important to not rely solely on third-party review platforms to convert your customers. Reviews are an important confidence signal that you should use as much as possible on your website to increase your conversion rate, and there are a large number of review formats that you can use for this:  Customer Stories  Case Studies
Do not forget that 73% of consumers have more trust in a local business after being notified in favor of a positive opinion. Do not rely solely on off-site reviews, make sure potential customers have visibility of your reviews directly when you browse your site.
Reaction to Negative Opinions
If you manage your opinions well, inevitably some mediocre opinions will do so. in the public domain. But do not worry, the important thing is to know how you react to it and react to it.
Responding to reviews gives the impression that you really care about your customers and you must be prepared to thank them not only for their positive comments, but to publicly respond to negative reviews proactively.
If you're wondering how to respond to negative reviews, it depends a lot on the severity and nature of the review, but there are some guiding principles:
- Never be confrontational
- Solve the problem (listen to what your customers say!)
- Always answer and apologize
- Suggest to right the situation
- Thank you
- Answer it quickly
If you did not manage your criticism proactively before reading this article,
Whatever you do to attract customers to your website or how to muc If you spend money on advertising, customer reviews will play a role in your client's decision-making process. Therefore, ignore them at your own risk!
The opinions expressed in this article are those of the invited author and not necessarily those of the search engine. Associated authors are listed here .