Today, the Internet has changed the way we buy. It has given us far greater access to information about the products and services we wish to purchase.

Online ratings and reviews provide us with opinions and testimonials from others who have purchased the products or services we are interested in.  

Today, when making a purchasing decision an online review is often part of the process we follow. It doesn't matter if this is using Trip Advisor to choose a hotel accommodation, or looking at a blog site to read opinions on the latest technology gadget, we are increasingly influenced by what others say.

About 40% of customers say they wouldn’t buy electronics without reading online reviews. Reviews become even more important in the absence of the ability to ‘test’ or ‘touch’ products prior to purchasing online.

Ratings and reviews have an impact - so how do you respond if your business gets a bad review? 

Dealing with Bad Reviews

A bad review doesn't mean that your business is about to go under. Even bad reviews can be a positive thing, as long as they aren’t too frequent. A few bad reviews will legitimise the rest of the good reviews and reassure visitors that the feedback is genuine and left by real customers. Check out Turning negatives into positives - managing bad reviews.

Encourage Customers to Post Reviews

A good way of getting the ball rolling and encouraging customers to leave reviews is to offer some kind of incentive, such as entry into a competition or a small discount on their next purchase. Another common practice is to send an email after each order asking if everything was OK and requesting that the customer review their purchase.

Building a bank of reviews is likely to stimulate more activity and provide valuable opinions for new customers.  

Reviews also apply in the service industry, say you are a consultant, you can ask customers to provide feedback by completing a LinkedIn recommendation. 

Take a look at Why you should encourage User Generated Content for more info.

Reviews Effect Search Engine Rankings

The benefits don’t stop there. Including customer reviews on your website can also have a positive effect onsearch engine rankings. Generally, reviews are often descriptive and likely to contain keywords that will help your website rank higher for the products you sell or the services you offer. Further, a regular stream of customer driven content providing your website with frequent updates with minimal effort, is sure to appeal to any business with an online presence.

Other Benefits

Reviews on a general level can help you understand the needs of your customers and help you to improve or adapt what services you provide, what products you sell, and how you deal with customers.

If certain products have received glowing reviews it may be time to get them back in stock. If some ranges are proving unpopular, reviews may bring this to your attention sooner, allowing you to take action quicker.

Reviews illustrate the real views of your customers, creating a direct line of communication that allows you to monitor your products/services, customer service, and the wider perception of your brand. 

It’s hard to find a reason not to embrace review functionality on any website.

Making your Reviews visible

Now we've established the benefits, let's look at how to integrate your reviews into your online presence:

• Register your business on Google my Business - if you haven't already. This is where potential customers might find you if they are searching through Google or Google Maps. People can leave reviews here which will appear in your search results. 
• Investigate whether your website provider (such as Wordpress or Wix) has any add-ons that enable you to collect and display reviews against your products and services.
• Check if relevant third-party companies, like TripAdviser, have a 'widget' that you can add to your website, directly displaying their latest ratings. 
• Integrate ratings from your social media channels into your website using programs like EmbedSocial.

Want to know more?

If you have any questions or need advice, you can get in touch with the Digital Journey team at hello@digitaljourney.org.

Digital Journey works with individuals, businesses and organisations of all types across New Zealand. We provide FREE online digital assessments and resources, as well as training, coaching and project management services.

Our vision is to help everyone get the most out of the Internet, online tools and digital technology. Find out more at www.digitaljourney.org.