Today’s consumers want all the information they can get while they’re researching products. And more and more, they’re turning to user-generated content (UGC) like ratings and reviews to help them make informed purchase decisions.
Last week, I was joined by Dave Munro, Director of Marketing Services at Registria, during our monthly webinar to discuss the top actions brands and retailers can take to generate and leverage UGC. In this blog, I’ll share five ways brands and retailers can generate more ratings and reviews. And in a future edition, I’ll share tips for further leveraging that content.
1. Send post purchase emails.
Today’s consumers are busy people. And even if they’re happy with a product, they might not remember to write a review without prompting. That’s why it’s key to send a post purchase email, asking shoppers to review recently purchased products. In fact, our data shows that about 60% of reviews originate from post purchase emails.
Keep your post purchase emails short, simple, and mobile-friendly. And avoid flashy marketing copy and images that’ll distract readers from what you want them to do: write a review.
In addition, continuously measure the performance of your post purchase email program and look for ways to improve. For example, Room & Board, a modern furniture and home furnishings retailer, regularly analyzes the performance of their post purchase emails to identify opportunities to generate more reviews. As a result of recent optimizations in timing, cadence, and design, the company has increased their conversion rate of post purchase emails sent to reviews written by 80%.
2. Offer an incentive.
Most consumers use reviews during the purchase journey, but less than half (42%) write them. What would it take to entice more of your shoppers to write reviews? More than half of consumers who aren’t writing reviews say they need motivation to do so.
Consider offering your shoppers some type of reward or recognition in exchange for writing a review. For example, offer all shoppers who write a review an entry into a sweepstakes or a coupon code for free shipping on a future order. Or, tie your reviews into an existing loyalty or rewards program and award points every time a customer writes a review. Once a shopper accrues a specific number of points, she can redeem them for a percentage off a future purchase or free shipping.
Remember – when it comes to incentives, transparency is key. Ask your ratings and reviews provider if they allow you to indicate when a review was written in exchange for an incentive.
3. Solicit reviews from warranty registrations.
If you collect warranty registrations for products you sell, send emails to consumers that mail in the registrations, asking them to write a review for the product they’ve purchased. This can be a great way for brands that don’t sell directly to consumers to solicit reviews for their products.
Be sure to keep these emails short and sweet, and make the write-a-review process easy to complete on all devices.
4. Streamline the review collection process for multi-item transactions.
In many cases, a consumer will purchase multiple items in one transaction. In fact, 60% of the consumer orders coming through the PowerReviews network include more than one product. Make it easy for shoppers to write reviews for all products they’ve purchased from one screen, rather than navigating to separate pages to write each review.
A major retailer experienced a 93% increase in reviews written quarter over quarter and a 400% increase in review completion rates by streamlining the review collection process for multi-item transactions with our new Review Your Purchases feature.
5. Ask your staff to write reviews.
Chances are, many of your employees have purchased your brand’s products. Tap into this internal customer base by asking your staff members to write reviews for products they own. Room & Board has been able to generate a higher volume of accurate, quality reviews by inviting their staff to write reviews for products they own.
Again, transparency is key, so be sure to indicate when a review is written by an employee.
Missed the webinar with Registria? Watch the on-demand session today.