Soliciting Online Reviews from Customers

As any small business owner knows, establishing an effective web presence is one of the most important steps you can take to attract new customers and increase the sales you capture with your small business software. Online reviews can be a vital part of your internet marketing strategy, building customer trust and generating buzz about your products and services.

There are generally two types of reviews: those that appear on a retailer's own website and those that are posted independently by customers on third-party review websites. Both types may be good for small businesses.

Role of reviews

Considering the important role that online reviews play in people's perceptions of a company, many businesses could do more to encourage customers to write and publish a review on their experience.

Some business owners may be worried about the potential for negative feedback. However, research has shown that most people, when asked to write a review, are more likely to be positive in their assessment. Meanwhile, if you do receive negative comments, it gives you an opportunity to respond and try to win back that customer.

Benefits of reviews

Influence customers. People really do use reviews to make decisions. A survey conducted by MaCorr research in December 2008 found that 80 percent of consumers seek out online reviews and recommendations before making a purchase from a retailer, while 90 percent do the same for individual products.

Inexpensive marketing. Word of mouth is one of the least costly ways of marketing your business - and, so far, online reviews are shaping up to be the word of mouth for this decade. The prevalence of review sites and popularity of testimonials have opened up a new marketing path for the savvy entrepreneur. Consult your small business software to help determine ROI for your various marketing efforts.

Authenticity. People are generally more likely to trust the opinion of a friend, family member or neighbor over a celebrity or paid spokesperson. In this way, an ordinary person describing their experience with a product or service lends authenticity that can convince a customer their purchase is worthwhile.

Build positive feedback. Good reviews help balance out any existing or future negative feedback. Only too often, dissatisfied customers are the ones who work hardest to make their voices heard, so it is important to ensure praise for your business is not drowned out by one loud complainer.

How to request reviews from customers

Utilize satisfied customers. If you receive a compliment from a customer, don't be afraid to ask if they would be comfortable writing about how and why they were satisfied. Many people are happy to do so - all you need to do is ask.

Make it part of the process. The most proactive way to encourage reviews is to incorporate your request into every purchase a customer makes. For example, after the online checkout process is complete, send them to a page that says: "Satisfied with your service? Write an online review here," and provide a link to a popular third-party review site. Or ask them to take a short survey for publication on your own website.

Even if you do most of your business in a bricks-and-mortar shop, you can also implement a method for gathering reviews. For instance, consider posting printouts a couple of positive reviews on the wall near the cash register next to a sign that explains how people can add their own voice.

Use email. Wondering what content to include in your regular email newsletter to customers? How about featuring a review of the month? You can offer a prize to the person whose review of a specific product is chosen as each month's featured content to help boost participation.

These reviews can be used in a number of places throughout your website and within marketing materials, from your homepage to individual product pages. You can also use them in targeted emails to customers who have already purchased a similar product.

The best customer reviews

Obviously you want customers to give their honest opinion without your interference, but it can help if you provide them with some guidelines to help produce the most useful review. What qualities make up an ideal customer review?

Specificity. People who are browsing a review site for a recommendation appreciate specific, credible feedback that helps them make a decision. Tell reviewers to make sure to include details about why they were or were not satisfied with their experience.

Freshness. If the most recent review you have posted on your website is from two years ago, it is time to kick-start your efforts to solicit more feedback. People are more likely to trust reviews that have been written within the past several months.

Authenticity. If you are publishing reviews or testimonials to your own site, attaching the customer's first name and location (after asking permission to do so) helps ensure a sense of authenticity.