There are many ways to gain feedback for your products or service, each one has its own advantages. Here are some of the more popular tools and platforms.
By Martina Mercer
This article includes:
• Controversial target market considerations
• How to receive the right reviews
• Feedback tools to use
• Reviews of Feefo, Trustpilot and Reevo
• Platforms for gaining feedback
• Handling social media reviews
• Comment from CEO of Funky Giraffe Bibs
Gaining feedback is essential for any ecommerce platform in order to increase customer loyalty, improve customer service and enhance reputation. There are so many options out there that at first it can seem confusing knowing which option to choose.
Here are some hints, tips and reviews to help you decide which platform is right for your business but first:
Know your target market
Of course every etailer knows their target market. You probably know their tastes, their estimated household income, their age bracket, their buyer behaviour but do you know:
• How long they spend online everyday
• How active they are on forums
• If they view social media as a blessing or a curse
• If they are literate beyond GCSE level
All of these attributes change the way you may wish to gather feedback. Here’s why:
The illiterate reviewer
This is a topic not often explored however it is naïve to ignore it. On site reviews can enhance your SEO efforts considerably but only if the spelling is correct.
The internet has opened up a world of possibilities for ecommerce and consumers but one fact still remains especially in Britain. Poor spelling and English can make any user (no matter how educated) seem a little thick.
If your website fills with reviews that are obviously from people who are illiterate, regardless of if they are university scholars it could lower the tone of your product or service.
For example, bad spelling and grammar incites images of people that shop at Netto not John Lewis, children that swear and consumers that are looking for a cheap, budget low quality option.
If this is your target market, that is great. If it isn’t you may want more control over who leaves feedback. You can do this by targeting customers that have a higher grasp of language.
Competitors have also been known to leave damaging reviews or to start heated conversations over your products or services with other users, giving you bad publicity, if you do receive a lot of bad reviews, make sure you research the reviewer to find out if they really are a customer.
Social media is a great tool for receiving feedback, it can also increase customer loyalty while promoting your products or services. Facebook for example has now allowed you to moderate how people can interact. It also lets you eliminate customers from certain geographical areas while automatically hiding any comments that include words you’ve flagged as unwanted or inappropriate.
You can also delete a comment if you don’t like it while “posts by others” are not as obvious as they once were, condensed into a sidebar rather than integrating with your own posts and timeline events.
Twitter meanwhile has the ability to block. These features for moderating comments are advantageous, but they won’t stop someone from sharing a bad review over social media. If a user notices their comment has been moderated it may fuel their frustration with your brand.
There are sites such as TrustPilot, Reevoo and Feefo that take care of collecting feedback for you. Once you’ve activated an account, you can customise the options and allow these sites access to your customer emails so they can request feedback on your behalf.
Feefo will also ensure that the reviews enhance your own SEO campaigns, while giving your site rich and original content. It has the bonus of integrating a star rating with your products that can then be seen on google which in turn increases your click through rates.
You can maintain control, being as active or as inactive as you wish. You can respond to comments in real time and become part of your customer’s community.
One etailer, Solomon Drury of www.funkygiraffebibs.co.uk has had good and bad experiences with Feefo, he says: “FeeFo was meant to give us a huge edge over our competitors, though Feefo negated that advantage but boosting our costs by £500 a month.
“But for the purposes of publicity Feefo has been great to pick up feedback from customers, the independence of the system gives confidence to customers, and in turn allows us to pick up on important details that a customer may not email us with but they are happy to leave feedback on.”
Trustpilot works in much the same way, as its larger your Trustpilot score is respected by consumers across the globe. With both platforms only real customers can give reviews or leave feedback which eliminates the potential of competitors sullying your reputation. Trustpilot claim to increase your conversions by 11%.
Reevoo offer much the same service and claim that reviews through their platform can give your sales an uplift of 18% while 50 or more reviews can increase conversions by 4.5%. All of these services see the bigger picture and have a good reputation which is growing all the time.
On site comments and product reviews are an effective way to gain feedback, for example using a WordPress plug in or through a customised feature however, you may need to consider taking extra measures so not just anyone can leave a review.
Amazon allow anyone to leave feedback on their products but not on their marketplace sellers. This seems to work, giving diversity with individual opinions on products while ensuring real reviews are left for the services of sellers.
Live chat is a great way to capture feedback quickly while ensuring a quick resolution. It gives the customer somewhere to air their views and you an opportunity to diffuse before opinions are aired over social networks. It does need complete management though.
Texts and calls
The smartphone is now used for gathering feedback and reviews from customers. You can send a quick questionnaire allowing them to text back with a simple answer for free or you can call to make sure they are satisfied with your service or product.
This feedback will help you improve your services and it will increase customer loyalty while dealing with negative responses as they happen but it won’t give your positive feedback a viral reach.
Consider what you’d like to gain from feedback before choosing one or two options for forming a community of your customers.