Reviews, or what I call “social proof” are a BIG deal these days. Especially if you want people to spend thousands of dollars with you on a highly emotional purchase like jewelry.
You can bring people to your website or social profiles. But if they Google your company name and you don’t have many reviews, there’s a good chance they’ll keep looking around.
That’s why reviews should be thought of as a CONVERSION TOOL.
They come into play when someone has already started looking and is deciding what action to take next.
Do you really need software to get reviews?
Review platforms are handy. But if you’re struggling to get reviews, you’ve got to understand WHERE reviews show up & how to get them.
Pro Tip: Learn how to find the Google short link & text it to customers!
The next step is to create staff awareness & incentives for getting reviews.
THEN, consider investing in software.
3 of our favorite options for review platforms include:
- com – Easy & inexpensive but somewhat limited tools. Costs just $50/month per location
- io – has a few more features but still very affordable at $89/month
- Podium – the “Cadillac” of review platforms, works with text message appointments & follow up but can cost several hundred $$/month depending on what options you choose.
Respond Gently to Negative Reviews
Don’t freak out if, and when, a bad review shows up in your online profile.
A few bad reviews actually help. Studies show that the most believable review profile is a 4.5 average rating.
I suggest that clients thank negative reviewers for the feedback & invite them to contact you to resolve the issue.
You can even try responding with a bit of humor. But that’s only for the brave.
Just make sure that you’re building more positive reviews to offset the bad ones.
How to make sure customers see your reviews when it counts most
Reviews are most important once people are in the “consideration” phase, meaning they are actively shopping.
That’s why it’s good to include your review rating on your website.
It’s a good idea to create a “top rated” graphic for your website that tells people about your ratings in a visual fashion. Here’s a great example:
If you want to get the MAXIMUM use out of your reviews, use them in your remarketing campaigns.
Remarketing refers to ads on Google, Facebook or Instagram that are shown to people AFTER they visit your website but don’t take action.
For instance, if they looked at engagement rings on your site, you can serve them a testimonial ad featuring a couple that bought an engagement ring from you in the past.
It’s an AWESOME use of testimonials & social proof right when you need to show that visitor why they should buy from you!
Here’s a great example:
How to use testimonials in remarketing ads:
Put your testimonials front and center when they matter most – when people are looking at your website and don’t take action right away.
Plus, it’s always better to let someone else do your bragging for you.
Niches like jewelry have a long buying cycle and these strategies help create trust and credibility which increase the chances of that customer coming back to you when they’re ready to buy!