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BizReport : Blogs & Content archives : May 13, 2014

How to encourage loyal shoppers to leave reviews

A 2012 survey by Clickfox about brand loyalty found that 72 percent of customers will come back to a brand because of its customer service. One expert suggests brands that collect and display online reviews convey trust and confidence to the customer while demonstrating that customer service is a high priority.

by Kristina Knight

Kristina: What kind of data can be derived from online reviews? What can brands do with that data?

Jan Vels Jensen, Chief Marketing Officer, Trustpilot: Online review invitations can be tailored to provide retailers with an assortment of data that they can use to improve their customer service. Companies can use these customer service metrics to identify how to improve its customer service team or process in pre-sale and post-sale instances. Trustpilot aggregates reviews and provides a "TrustScore" on a scale of one to 10, and many of our customers strive for a score of more than 9.5. Other metrics for a brand's TrustScore include its number of reviews, with the general idea being that the more reviews a site has, the more likely it is to be perceived as trustworthy. A brand can get a read on how engaged its customer base is by measuring the conversion on its invitations to review experiences.

Kristina: How can etailers do a better job of making sure good reviews are 'seen'?

Jan: One of the simplest ways etailers can make sure their reviews are seen is to integrate with a third-party review platform that displays selected customer reviews on a business' home page. Similarly, websites can display category badges that show how they stack up against other comparable websites, such as "We're #1 in the Pet Food Category!" We've discovered that these integrations, or widgets, have a huge impact. Some Trustpilot customers have experienced a 58% lift in on-site conversions.

In the case of using paid search to drive more traffic to the website, Google aggregates reviews from a variety of third-party shopping review sites and uses this data to create an overall star rating, on a scale of one to five, for each advertiser. These stars, displayed next to paid search ads, can lift conversions significantly.

Kristina: Is there a way to encouraged satisfied customer to write reviews?

Jan: As with all touch points throughout the customer experience, personalization is key to starting a conversation with a customer. As part of the post-sales process, a company can send a personalized email to the customer asking what he thought about doing business with the brand. Brands that send personalized emails asking customers to review their experiences see twice the return than those that send generic emails.

Trustpilot believes that transparent reviews contribute to better shopping experiences for consumers and more valuable customer interactions for businesses. All reviews, both the good and the bad, lay the groundwork for building trust among consumers and businesses. Therefore, our platform does not enable online businesses to "cherry-pick" from their most satisfied customers; that actually violates our terms. Instead, our platform is designed to encourage all consumers to share, and our review email template is straightforward and simple to complete.

Image via Shutterstock

Tags: ecommerce, online reviews, review trends, TrustPilot

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