{"id":158230,"date":"2021-11-15T00:00:00","date_gmt":"2021-11-14T23:00:00","guid":{"rendered":"https:\/\/skeepers.io\/blog\/the-best-strategy-for-your-customer-review-campaign\/"},"modified":"2025-07-01T17:05:24","modified_gmt":"2025-07-01T16:05:24","slug":"the-best-strategy-for-your-customer-review-campaign","status":"publish","type":"post","link":"https:\/\/skeepers.io\/us\/blog\/the-best-strategy-for-your-customer-review-campaign\/","title":{"rendered":"The best strategy for your customer review campaign"},"content":{"rendered":"\n\n<p><span style=\"font-weight: 400\">Here\u2019s why you should take <\/span><b>customer reviews<\/b><span style=\"font-weight: 400\"> into account and how to do it in order to improve your <\/span><b>marketing strategy<\/b><span style=\"font-weight: 400\">.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Nowadays, brand reputation and feedback are mainly driven by social <\/span><span style=\"font-weight: 400\">medias<\/span><span style=\"font-weight: 400\">. However, in many sectors, forums and <\/span><b>review sites<\/b><span style=\"font-weight: 400\"> determine a company\u2019s reputation. In fact, according to <\/span><b>GobalWebIndex, 43% of Internet users read customer reviews to get information on products. <\/b><span style=\"font-weight: 400\">This tendency makes reviews <\/span><b>the third channel of information search <\/b><span style=\"font-weight: 400\">on a product or a service, right after social networks and search engines.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Moreover, according to the Spiegel Research Center, sharing customer reviews can <\/span><b>increase your conversions by up to 270%.<\/b><span style=\"font-weight: 400\"> Even<\/span> <span style=\"font-weight: 400\">the<\/span><b> negative reviews<\/b><span style=\"font-weight: 400\"> are essential since they deliver transparency and therefore reassure the Internet user of the <\/span><b>sincerity<\/b><span style=\"font-weight: 400\"> of your company. According to Trustpilot, 68 % of Internet users state they trust more companies that share negative reviews.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Then how can you improve your strategy in order to obtain as much customer reviews as possible?\u00a0<\/span><\/p>\n<h2><b>Customer reviews: definition and implications<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Customer reviews are comments which evaluate the quality of a product, a service, or a company. They are addressed to other potential customers.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Customer reviews represent:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A way for customers to give their opinion;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A channel for companies\u2019 customer relations (to take opinions into account and to reply to them);\u00a0<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A promotional tool for the company;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">An indicator of <\/span><b>customer satisfaction<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><span style=\"font-weight: 400\"><br \/><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">Customer <a href=\"https:\/\/blog.octoly.com\/ecommerce-reviews-are-the-social-proof-you-need-to-drive-sales\/\" target=\"_blank\" rel=\"noopener\">reviews<\/a> reassure the future client. They are essential for your company, <\/span><span style=\"font-weight: 400\">in terms of<\/span> <b>brand<\/b> <b>image<\/b><span style=\"font-weight: 400\"> and <\/span><b>turnover<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">In fact, according to a study carried out by IFOP (<\/span><span style=\"font-weight: 400\">the industry benchmark for opinion polls and market research), <\/span><b>88% of Internet users consult online customer reviews, blogs, or forums before buying something<\/b><span style=\"font-weight: 400\">. <\/span><span style=\"font-weight: 400\">According to<\/span> <span style=\"font-weight: 400\">Bright Local, 88% of internet users trust <\/span><b>online reviews<\/b><span style=\"font-weight: 400\"> as much as their friends and family\u2019s opinions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Furthermore, according to American Express, 34 % of consumers think that <\/span><b>positive reviews<\/b><span style=\"font-weight: 400\"> are more likely to trigger a <\/span><b>purchase<\/b><span style=\"font-weight: 400\"> than promotions or special offers.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Customer reviews also have an impact on your brand\u2019s <\/span><b>visibility<\/b><span style=\"font-weight: 400\">. On online review sites, <\/span><b>not only the quantity, but also the quality and date of the comments<\/b><span style=\"font-weight: 400\"> are ranking criteria. <\/span><span style=\"font-weight: 400\">In addition<\/span><span style=\"font-weight: 400\">, Google analyses these reviews to understand your activity. Therefore, having several reviews improves your <\/span><b>natural referencing<\/b><span style=\"font-weight: 400\">. <\/span><\/p>\n<h2><b>Increase <\/b><b>your<\/b><b> conversions thanks to offsite customer reviews<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Offsite customer reviews are pieces of advice which are posted on a channel other than yours. According to Grizzlead, sharing offsite reviews can <\/span><b>boost conversions up to 270%.\u00a0<\/b><b><br \/><\/b><\/p>\n<p><span style=\"font-weight: 400\">Basically, an offsite mark or review is a detailed comment which gives<\/span><b> much more information than a traditional comment<\/b><span style=\"font-weight: 400\">. Some customer review campaign platforms such as Octoly encourage detailed reviews thanks to a minimum of 200 characters, which makes consumers go more into detail.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Reviews are posted on different websites by \u201cpanelists\u201d who test and evaluate your products or services. Thus, they feed the &#8220;customer reviews&#8221; sections of e-tailers, marketplaces, and rating platforms (Google reviews, Facebook reviews, Appstore, etc.).<\/span><\/p>\n<p><span style=\"font-weight: 400\">Offsite reviews will soon be part of <\/span><b>social networks. <\/b><span style=\"font-weight: 400\">Product users and testers will be able to <\/span><b>write their reviews<\/b><span style=\"font-weight: 400\"> on social media platforms, both on their own feed and on brands\u2019 feeds. <\/span><\/p>\n<h2><b>Provide users with incentives<\/b><\/h2>\n<p><span style=\"font-weight: 400\">To significantly increase the participation of your customers when it comes to giving reviews, just follow this simple advice.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Offer your customers <\/span><b>incentives: <\/b><span style=\"font-weight: 400\">giveaways, free samples, exclusive offers\u2026 Your customers will be glad to get <\/span><b>some sort of reward for the review they have given<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<h2><b>The pieces of advice that customers find useful<\/b><\/h2>\n<p><span style=\"font-weight: 400\">According to a survey carried out by Linkproved, based on 550,000 comments on 4 leading <\/span><b>e-commerce sites<\/b><span style=\"font-weight: 400\"> in Europe, most of the reviews posted by Internet users are <\/span><b>positive<\/b><span style=\"font-weight: 400\"> (64% have a 5-star rating).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Though negative reviews (1-star ratings) are the most important, meaning that Internet users find them \u201c<\/span><b>interesting\u201d<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Moreover, according to a study by TrustPilot, <\/span><b>5-star and 1-star ratings are considered to be reliable. <\/b><span style=\"font-weight: 400\">In Europe, most customers say they make their <\/span><b>purchase decisions<\/b><span style=\"font-weight: 400\"> according to <\/span><b>negative<\/b><span style=\"font-weight: 400\"> reviews. In fact, 71% of them consider <\/span><b>negative<\/b><span style=\"font-weight: 400\"> reviews to be more useful. <\/span><\/p>\n<p>\u00a0<\/p>\n<blockquote>\n<p><span style=\"font-weight: 400\">According to Trustpilot, Internet users are <\/span><b>86%<\/b><span style=\"font-weight: 400\"> less likely to make a purchase if they read more than 3 negative reviews.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Though you need to keep in mind that negative reviews \u201creassure\u201d most of Internet users of the authenticity of reviews. In fact, your brand must share some negative reviews, which you will have taken the time to respond to. Above all, you need to avoid blaming the client.\u00a0<\/span><span style=\"font-weight: 400\"><br \/><\/span><\/p>\n<p><b>A good reply can transform a negative comment into a positive one<\/b><span style=\"font-weight: 400\">. It&#8217;s all about the ratio of positive to negative reviews and the response to users&#8217; insecurities.<\/span><\/p>\n<\/blockquote>\n<h2><b>How to use your customer reviews<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Asking your customers for <a href=\"https:\/\/skeepers.io\/us\/blog\/everything-you-need-to-know-about-ecommerce-reviews\/\" target=\"_blank\" rel=\"noopener\">reviews<\/a> is essential to be close to them. Reading customer reviews and <\/span><b>replying<\/b><span style=\"font-weight: 400\"> to them <\/span><span style=\"font-weight: 400\">allows<\/span><span style=\"font-weight: 400\"> you <\/span><span style=\"font-weight: 400\">to<\/span><span style=\"font-weight: 400\"> provide your clients with an authentic and positive experience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">By sharing your customer reviews on review sites (Verified Reviews, TrustPilot, TripAdvisor) and through Facebook or <\/span><b>Google My Business<\/b><span style=\"font-weight: 400\"> posts, you\u2019ll reach a large panel of consumers.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Customer reviews put you in the spotlight! They improve <\/span><b>your<\/b> <b>natural referencing<\/b><span style=\"font-weight: 400\"> and therefore the volume and quality of your site\u2019s traffic.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">You can include widgets or an app that communicates with your site\u2019s source code. Thus, whenever reviews on your brand are posted, they will be automatically shared on your website.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Moreover, customer reviews can improve your CRM, so that you can accompany satisfied or non-satisfied customers. They also enable you to self-assess and to implement a <\/span><b>brand advocacy<\/b><span style=\"font-weight: 400\"> approach, in order to improve your <\/span><b>brand image<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">A continuous analysis of customer reviews is <\/span><span style=\"font-weight: 400\">particularly<\/span><span style=\"font-weight: 400\"> useful because it allows to:\u00a0<\/span><span style=\"font-weight: 400\"><br \/><\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Complete, confirm or disprove <\/span><b>insights<\/b><span style=\"font-weight: 400\"> from consumer research;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Improve your customer service information by <\/span><b>identifying the emerging sources of satisfaction and complaint<\/b><span style=\"font-weight: 400\">;<\/span><\/li>\n<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Collect <\/span><b>spontaneous information<\/b><span style=\"font-weight: 400\"> in real time; <\/span><\/li>\n<li style=\"font-weight: 400\">Collect data to optimize your campaigns, to develop your products or to <b>adapt your offer<\/b>.<\/li>\n<\/ul>\n<p>\u00a0<\/p>\n<blockquote>\n<p><b>How many reviews shall your brand generate?\u00a0<\/b><br \/><span style=\"font-weight: 400\">There\u2019s no exact figure regarding the optimal number of customer reviews. According to a study carried out by the marketing agency RevLocal, a <\/span><b>positive review can increase sales by 10%<\/b><span style=\"font-weight: 400\">, while about a hundred positive reviews can increase this rate by <\/span><b>37%<\/b><span style=\"font-weight: 400\">. <\/span><\/p>\n<\/blockquote>\n<p><span style=\"font-weight: 400\">Search engines consider reviews as dynamic content since they create interactions on the brand. <\/span><b>In fact, the more reviews a brand gets, the better the natural referencing will be<\/b><span style=\"font-weight: 400\">. That\u2019s why the recency and therefore renewing your reviews is as essential as quality and quantity!<\/span><\/p>\n<p><span style=\"font-weight: 400\">Likewise, Internet users <\/span><span style=\"font-weight: 400\">will tend to consider a rating based on several hundred reviews as more relevant than a rating based on a few dozen.<\/span> <b>According to TrustPilot, 20% of consumers consider the publication date to be the most important element<\/b><span style=\"font-weight: 400\">. According to 20% of the Internet users, the number of reviews is the most relevant element. So, you mustn\u2019t only focus on the quantity of reviews but also on their publication date.<\/span><\/p>\n<h2><b>Create customer review campaigns<\/b><\/h2>\n<p><span style=\"font-weight: 400\">Customer reviews provide the Internet users with feedbacks from the brand\u2019s buyers.<\/span><\/p>\n<p><span style=\"font-weight: 400\">Though it is not always easy to <\/span><b>regularly collect customer reviews!<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p><b>Consumer review campaigns<\/b><span style=\"font-weight: 400\"> are a device for <\/span><b>generating reviews<\/b><span style=\"font-weight: 400\">. They can take different forms, such as <\/span><b>sending an email to customers after a purchase asking them for feedback<\/b><span style=\"font-weight: 400\"> on the product and their experience. Review campaigns can also <\/span><span style=\"font-weight: 400\">consist<\/span><span style=\"font-weight: 400\"> in <\/span><b>sending free products to loyal customers<\/b><span style=\"font-weight: 400\">. In return, the latter must write detailed and precise reviews.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Platforms such as <a href=\"http:\/\/www.octoly.com\" target=\"_blank\" rel=\"noopener\">Octoly<\/a> allow you to interact with a community of more than <\/span><b>300,000 consumers <\/b><span style=\"font-weight: 400\">who are interested in your brand and products. Customers share their impressions and create reviews on your website or your distributors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">The aim of all this is to share authentic opinions, written by <\/span><b>clients who<\/b> <b>actually tested your products<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Using the generation of customer reviews via a platform means taking advantage of a tool that connects you with consumers who are part of your <\/span><b>target<\/b><span style=\"font-weight: 400\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">It also means being able to <\/span><b>measure your performance, without having to take care of your products\u2019 shipment<\/b><span style=\"font-weight: 400\">. And of course, it means having many customer reviews that will make your prospects want to make a purchase.\u00a0<\/span><\/p>\n<p style=\"text-align: center\">Demander une d\u00e9mo<\/p>\n<p style=\"text-align: left\">Articles similaires<\/p>\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":5,"featured_media":127428,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[211],"tags":[],"case_study_solution":[],"landing_page_cat":[],"post_folder":[],"class_list":["post-158230","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-us"],"acf":[],"_links":{"self":[{"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/posts\/158230","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/comments?post=158230"}],"version-history":[{"count":0,"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/posts\/158230\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/media\/127428"}],"wp:attachment":[{"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/media?parent=158230"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/categories?post=158230"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/tags?post=158230"},{"taxonomy":"case_study_solution","embeddable":true,"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/case_study_solution?post=158230"},{"taxonomy":"landing_page_cat","embeddable":true,"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/landing_page_cat?post=158230"},{"taxonomy":"post_folder","embeddable":true,"href":"https:\/\/skeepers.io\/us\/wp-json\/wp\/v2\/post_folder?post=158230"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}