When people are researching a purchase decision, they look for info everywhere. It usually starts with a Google search. They’ll visit your website, check you out on social media, and – most importantly – see what other people have to say about your small business and its product or service by looking at reviews.
I can’t even count the number of times that negative or positive reviews have influenced my purchases. They have stopped me from downloading spammy apps and encouraged me to check out a new restaurant. Reviews are the ultimate social proof, meaning that people are more likely to buy if other people approve of the purchase, even if they’re complete strangers. Think about how many times you’ve chosen a specific product on Amazon based on the number of stars it has.
Even bad reviews can positively influence consumers if you handle the responses properly. In fact, a well-handled bad review can increase your trustworthiness with a potential customer. It shows that you care about the reputation of your company and take care of your customers. That’s why it’s so important to respond to every review on every platform and to do it with a smile. Never argue with customers online. Always apologize and try to take the conversation offline to resolve the issue.
Here’s an example from a local pizza shop.
For small businesses, reviews are integral to drive both online and in-person store traffic. Google loves reviews, so the more you have, the more likely you are to rank. That’s right, reviews have a direct impact on SEO. Ratings, number of reviews and your responses all affect your visibility online.
Reviews also make you more trustworthy. Are you more likely to buy from a company with a 3-star rating or one with zero reviews? Some stars are better than none, right? Having a process in place that encourages your customers to write reviews post-purchase is so important. Verbally asking happy customers is a good start, but you should also have an email automation, so no one slips through the cracks.
Sending the request to everyone keeps the line of communication open between you and your customers. Positive reviews give you promo material and help boost your brand. Immediate negative feedback gives you an opportunity to remedy a bad experience before that person blabs about how “awful” you are to all of their friends. And your responsiveness just makes you look better to future customers, as I mentioned above.
But business is all (or at least mostly) about making money. So how do reviews affect your bottom line? A 2016 study found that online reviews increase sales uplift by 18% – more conversions, larger orders and increased return business.
Source: Reevoo
So it’s time to take inventory. What do your online reviews look like? Do you have 5 stars? 4? None? 🙊
Even if you have 500, you should still be asking for more, so you always have recent, accurate reviews of your business. There’s no one-size-fits-all process for when and how to ask for reviews. You have to decide for yourself when the most opportune time is. If you need help defining your review process, let’s talk.
You can also check out this blog about How to Ask for a Review.