Learn From Your Customers

Tips and tricks for tailoring your invites to your customer journey

Friday, 25 October 2019
tricks for tailoring your review invites

Once you’ve realized collecting customer feedback is key, the next steps are crucial. How should you collect reviews in an optimal way for your unique customer journey? Review the following options to learn how to solicit reviews tailored to your needs.

1. Embedded review forms can be key

A. You can place the Trustpilot review form right on your site

This way, you won’t need to compete with other emails landing in your customer’s inbox. No flashy subject lines necessary. As an e-commerce company, you could implement an embedded review form on your site, post-checkout. Alternatively, a software company might choose to integrate a form for users within the platform, post log-in.

B Next, decide: what’s the best way to introduce the review form to your customers?

You can choose a passive or more direct approach. If you want to quickly draw users’ focus, have the form pop-up. If you’d rather the form be subtle, include a button requesting reviews. When your customer clicks, the review form appears. As with all of the following options, it’s important that you A/B test your options to see which performs best.

1. Timing, timing, timing! Also, content.

A. If you choose to trigger your invitations at a delay, as many of our partners do, figure out the best timing to do so

When your invitations are triggered by shipping time, we recommend identifying your longest shipping time and adding a day or two to that for delay. Typically, if you’re shipping a product, we recommend waiting until your customers have received the product before requesting a review.

B. If you are a business who wants reviews of your service, not a product, you can personalize your invitation to reflect what you want

In the invitation, you can ask for feedback on user experience with your site, or your customer service team, or your marketing efforts. If you lay out your needs clearly, the customer will review your business accordingly.

3. Remind me again?

A. We can’t say enough good things about our reminders

Just ask the main POC’s at my accounts. When supplementing invitations with reminder emails, our partners have seen an increase in response rate of up to 50%.

B. Your customers do want to review you

But sometimes they get distracted, by their new puppy, or House of Cards, or you know, life. Having our system send an automated reminder a week after the initial invite can provide the push the customer needs to leave your business a review.

C. To determine whether reminders are right for you, and if so, what delay to use - consider your client base

If you’re a software company with a longer term relationship with your client base, you can send a reminder a month after the first invitation - the customers are still using your software, so it won’t seem out of nowhere. An e-tailer selling khakis should send a reminder closer to the time of the initial invitation. Again - A/B testing is your friend!

4. A call to action!

A. Consider incorporating a review CTA into existing emails

If you’re running a fabulous marketing campaign/newsletter/promotion, why not include a CTA to review your company? Depending on your customer base, it might be ideal to send out Trustpilot invitations, and supplement the invites with a CTA in your email campaigns, to increase number of responses.

B. If you decide to send an emails with multiple calls to action, make sure to prioritize the CTA’s accordingly

What’s the most important thing you need from your customers? A financial company providing loans might include a review to CTA with their approval email. A link to review is incorporated easily with our unique link or API solution.

C. One thing to always remember - timing!

If you’re sending an email to several hundred customers simultaneously, you won’t have the same level of control, and will not be able to target everyone at the same moment. If you are a software company, or a B2B service used regularly by customers, there may not be an ideal moment, so an email campaign utilizing a review CTA could be a great fit. Be strategic with the incorporation of a CTA - and if it doesn’t work for your business, forget about it!

For non-traditional industries, there are endless ways to customize the Trustpilot platform to your customer base. A finance company that triggers a review following a loan approval, a B2B software company that utilizes a pop-up embedded review form, a moving company that invites customers at a one week delay following their big haul… We work with partners every day who utilize customization to make our review solution work for them.

You never want to interrupt your customer journey, or be a nuisance. By using these solutions, you can have your invitations to review feel like a natural next step for your customers, one you will occasionally nudge them to take (I’m telling you! The reminders are key.)


Related stories