Reviews are key to establishing your agency's online presence. Here are four ways to collect reviews on autopilot.
Gathering reviews for your agency's website can be a time-consuming task. But with 90% of consumers saying their online purchase decisions are influenced by reviews, according to a survey by Dimensional Research, it's an essential task on your business 'to do' list.
You could spend hours emailing, calling or otherwise chasing up your past clients for feedback—but no doubt your time could be better spent elsewhere. Setting up a system that collects reviews for you on autopilot can help. Here's how:
1) Send review requests with payment confirmations. When asking for client reviews, consider the context in which they're being asked. It's a delicate act—you don't want to annoy clients with an influx of emails after they've booked your service.
Instead, ride the wave of the sale and ask them for feedback immediately in their confirmation email. You'll catch your client in a post-purchase high and when the experience is fresh in their mind. It's in this moment that you'll get the most emotive and interesting reviews, so make the most of it.
Adding a simple call to action (CTA) to your confirmation email can help. Most email marketing solutions support links to common review sites like TrustPilot, Google My Business and others.
2) Optimize email newsletters. Asking for a review at the time of purchase is great for future sales. As part of the aftersales play, you should be engaging customers in communications.
If a client has signed up to your newsletter but not left you a review, it's probably because they were never asked to give one. Adding a review request in the center or sidebar of your newsletter emails will inspire would-be reviewers to add their voice.
Write in an informal style and make the CTA simple and easy to find so users can review in a frictionless way, TrustPilot suggests. You don't want to make it harder than it has to be.
And since getting old contacts engaged enough to leave a review is a bigger ask than a post-payment request, it's worth putting extra effort in to find a method that works. Running a simple A/B test to determine the best wording for these types of emails is key. Subtle changes in your body copy and subject line can vastly affect your click-through rates. Make sure you take the time to experiment to get the most out of your efforts.
3) Amplify moments of happiness. Frame of mind and mood are important factors to consider when asking for client reviews, so you should aim to piggy-back on moments of happiness in your client's purchase journey.
For example, if you've just had a breakthrough with a client or received informal feedback via email, ask if they'd consider writing up their review. They'll be more likely to follow up on your request if you've just made them feel good.
4) Use automated tools. It's worth considering setting up a fully automated capture review process using a third-party solution like Reputation Stacker.
All you need to do is sync your contacts with the platform and it will handle the whole process—from asking for the review to collecting information and uploading them to your website.
This method comes with a warning label as you will need to be very clear on data protection. Never pass on your client's data without getting express permission and remember that data protection laws differ by country and region.
Reviews drive business, but you don't have to spend precious hours manually sending out requests. It's entirely possible to include review collection into your client's purchase process. But remember to keep your client's mood in mind when you're asking for reviews, ask during moments of happiness and success, and consider a third-party solution if you want to be totally hands-off.
Lucy Farrington-Smith is a writer for UK Web Host Review. She is a U.K. based freelance writer who has written for HuffPost and Metro.co.uk as well as her own website.