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Could you be missing out on a 24% increase in sales by not focusing on your online reviews? Let’s explore how to take control of your reviews and turn them into a powerful sales weapon using science. I’m going to give you a tool so you can do it NOW.

The Impact of Reviews

A 2021 study in the Journal of Marketing Science found that a single negative first review can tank your average rating by 0.29 stars and cost you nearly 40 reviews over the next year. AND … if that one bad review is the first one shown, it can poison the well for months to come. However, if you get those first reviews right, you’re setting yourself up for a wave of positive feedback since customers often base their reviews on earlier reviews.

Step 1: Respond to Every Review

Here’s the first step to fixing this: respond to every single review, good or bad. Research by Proserpio and Zervas published in the Journal of Marketing Research found that responding to reviews boosts star ratings and can increase the total reviews by 12%. It can also bump you up half a star within six months. Why? It shows that you care, you’re listening, and this builds brand value over time.

Responding to reviews boosts star ratings

Now, before I give you the how-to, I’ve created a free mini masterclass on scaling with science, packed with tactics you can use today. Just click here to get it for free: Free 7-day mini-masterclass  

Handling Negative Reviews

We all get negative reviews from time to time. Research from Bocconi University and INSEAD in 2023 showed that a single negative review on the first page of your webpage can decrease purchases by 42%. Each additional negative review drops that by another 27%. This effect is strongest for reviews about product or service functionality. But remember, negative reviews aren’t all bad. They give you a chance to publicly demonstrate how you handle problems and can turn dissatisfied customers into brand advocates by responding to them.

Negative reviews can decrease purchases

Step 2: Review Order Matters

Next up is review order. Research from Tuck and the London Business Schools highlights something called the primacy effect. A bad first review is incredibly damaging, but a relevant positive first review is a massive plus. Check how your website or product listing sorts reviews. If they are sorted by date, fix that – and feature a compelling, detailed positive review as the first one that people see. This can increase your sales by up to 20% (!).

The order of reviews can affect sales

Testing Your Changes

How do you test if all this is working for your business? It’s simple: use the scientific method. Ask the right questions and let the data guide you. I’ve got a tool called Sell More with Science that you can use to pick exactly the right test to run.

For your on-site reviews, create two versions of the product page: one with your current review set and one with the optimized reviews. Run a simple A/B test showing different people different versions of each page and see which gets a better response. Use any standard page tracking software to track how far people scroll down, how much time they spend on the page, and how many add-to-cart clicks you get (more details in the free resource download above). You’ll find that by changing the review order, it probably makes a huge difference!

Testing changes to reviews

What if you have a product on a third-party site? This testing can take a little longer but it’s worth it. First, track how many leads come in from each review site or how many sales you’re getting. This gives you a baseline. The next step is to actively manage the reviews—respond to them and address negative reviews both publicly and privately. After a month or two, check for an increase in leads or sales for those sites.

Tracking leads from review sites

Real Results

I’ve worked with a services company to lift revenues by 24% without spending a dime on new advertising. Product companies have seen even bigger increases—all by focusing on working scientifically to sell more. Make sure you use the Sell More with Science chart to guide you: if you want the full roadmap to scale your business scientifically, click here to see how I built a $2.9 million business from just $500 in tests using the scientific method.

Building a business using the scientific method

 

 

What if you could increase your sales by up to 270% – without changing anything in your sales process, your sales presentation, or the number of leads you’re getting? The key is in how you use your testimonials and reviews.

I’ve been doing this for over 10 years, and it has completely transformed my sales. Here’s how I do it:

Let’s get started with effective reviews and testimonials. The mindset a prospective customer comes to you with makes a HUGE difference: between facing objections, or meeting a pre-sold prospect who’s ready to buy.

Online Reviews Matter

If you’re online, this is a no-brainer. But even if you mostly operate offline, online reviews absolutely matter. Here are some compelling statistics:

  • 93% of consumers say online reviews impact their purchasing decisions.
  • Products with five reviews are 270% more likely to be purchased than those with zero reviews.
  • Customers are willing to spend 31% more on a business with excellent reviews.
  • 72% of consumers say positive reviews make them trust a local business more.
  • A one-star increase in Yelp ratings can lead to a 5 to 9% increase in business revenue.
  • 94% of consumers say a negative review has convinced them to avoid a business.
  • Businesses with nine or more current reviews earn 52% more revenue than average.

These statistics highlight why I focus heavily on getting reviews, publishing them, and keeping them current.

Platforms for Collecting Reviews

There are several popular platforms for collecting reviews (depending on your industry, you might have specific industry review sites such as medical or legal): Google, Facebook, Yelp, etc. Sites like Glassdoor provide insights from employees, which can also influence customer perceptions.

Strategies for Collecting Online Reviews

Most customers conduct research online before making a purchase. To effectively collect reviews, consider the following:

1. Timing Your Requests

When requesting reviews, timing is key. You want to ask your customers for reviews at the right moment, ideally at turning points in their customer experience timeline. This could be when they transition from a prospect to a new customer or right after they’ve received a product or service.

2. Make the Review Process Easy

Don’t just wait for customers to leave reviews; actively prompt them at various points on their experience timeline. If you wait passively, you’ll receive way fewer reviews. Instead, encourage them to share their experiences actively.

3. Respond to Existing Reviews

It’s also a ‘must’ to respond to existing reviews. If you have positive reviews, frame them nicely and use them in your marketing. Highlighting these reviews can reinforce potential customers’ decisions to choose your service or product.

Handling Negative Feedback

Negative feedback is inevitable, but how you respond can make all the difference. Addressing negative reviews promptly shows potential customers that you care (and the benefits are actually backed by research). If someone leaves a one-star review, respond thoughtfully – and quickly – to demonstrate your commitment to customer service. This can improve your overall perception and show that you are attentive to customer concerns.Effective Reviews & Testimonials

Leveraging Reviews in Marketing

Leverage reviews in marketing. For example, post reviews on your social media, incorporate them into your marketing collateral, and place them on sales pages where customers are taking action. Utilizing the right reviews at the right time can significantly increase conversions.

My Review Flow

In my e-commerce business, I capitalize on the excitement of customers who have just made a purchase. On the thank-you page, I ask for a review before they even receive the product. This works because their excitement is at its peak right after the purchase.

To maximize reviews across platforms, I rotate links to different review sites like Google and Facebook on the “thank you” page. This strategy ensures I gather reviews from various platforms without overwhelming any single site.

Understanding Testimonials

Testimonials are similar to reviews but allow for more direction. They are often used in case studies or presentations and should be crafted to overcome objections that potential customers may have. The purpose of a testimonial is to address concerns that arise during the sales process. 

Collecting Testimonials

When collecting testimonials, consider the following:

  • Identify the main concerns customers had before buying from you.
  • Ask about their experience during the delivery of your service or product.
  • Gather feedback on how your communication style made them feel.
  • Inquire who else would benefit from your product or service.
  • Capture their thoughts on whether they would choose to work with you again.

Creating Trust with Testimonials

Having no testimonials is not an option. They create trust and establish credibility. Ensure that testimonials are grouped by relevant aspects of your business, making it easy for potential customers to see themselves in the success stories of others.

What To Do Next

Implementing an effective strategy for gathering and utilizing testimonials and reviews can drastically improve your sales process. Start today by asking for reviews, responding to feedback, and showcasing testimonials. You’ll be amazed at how these simple changes can lead to a significant increase in your sales.

For more insights on using the scientific method to scale your business, check out [CEO Workbench](https://link.rajjha.com/YT-free) and other resources linked below.

 

 

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