Encourage and empower customers to share meaningful product and service reviews

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 17, 2022, 1:08 AM GMT+0

According to G2 Crowd, 95% of consumers read reviews before making purchases and around 40% form an opinion after reading up to three reviews.

Around 82% of people regularly check reviews, and on average people read more than 10 reviews before trusting a business. These numbers indicate that along with relying on sites like Yelp, Google Reviews and Facebook to gather customer reviews, businesses should encourage customers to share meaningful comments on the brand’s product pages, social media and websites.

Marketers should highlight eye-catching CTAs on their websites that ask users to share their feedback. They should also ask for reviews from their customers through follow-up social media notifications and emails. Brands can even use forms to point out specific areas of the shopping process or the products and service, to gather in-depth reviews.  

Companies should also empower customers by allowing their voices to be heard and showing them that the business can improve their products and service based on customer reviews. Prominently placing the review section across every customer touchpoint along with showing actions taken can help portray the brand truly values their customers’ feedback. Publishing negative reviews along with positive ones can help brands establish authenticity.  

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