Gaining five-star ratings on review sites can boost your credibility with potential customers. According to Google, 60% of B2B customers search for user-generated reviews and testimonials from other customers before they complete a purchase.
Google adds “customer reviews from the web” to its search results as well. When a customer search for your company on Google, they also see your reviews and reviews on other third-party review sites.
While good user-generated reviews can give you a positive impact on your customers, a poor review can hurt your sales. As a matter of fact, even a single negative review can cost you, 30 customers. The latest study proves that 80% of buyers change their minds after reading a bad review.
Unless all of your reviews are excellent, you run a high risk of losing your customers. Here are the two things you should be aware of about user-generated reviews:
Reviews Don’t Show the Complete Picture
User-generated reviews usually don’t deliver a complete view of your product or services to your customers. Most reviews are provided by individuals who share their personal experiences with the general public. Though good user experiences are essential, it isn’t the buyer’s only concern.
For example, your customers want to know how would your product or service help them in solving a critical business problem. But many reviewers usually fail to address their company-wide challenges and results. They may also dismiss the statistics associated with their ROI, which is something that customers need to understand before they sign a contract.
Incentivized Reviews Come With a High Price
Most businesses give incentives such as Amazon gift cards to their customers if they write a review. You can increase your number of user-generated reviews by offering reviews, but be cautious.
You may even get reviews from people who just want your rewards and haven’t used your product.
Review sites can spot incentivized reviews a mile away
Most review sites have algorithms that filter the reviews out that don’t meet their guidelines. Few even perform manual checks to ensure that each review is genuine. Multiple incentivized write-ups can raise red flags for you and may get you in trouble.
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Governments are also cracking down on paid reviews
Some businesses are issued fines paying people to post online reviews for their products or services. Before you launch a review campaign, take note of your latest government and industry.
Attract Customers Who Are Ready to Buy With Compelling Case Studies
Getting genuine user-generated reviews from happy customers allows you to engage in more prospects. Prospective customers usually read reviews when they are in the center of the sales cycle and want other customer recommendations.
Once the customers shortlist their options, they want detailed information on how your product or service will help them accomplish. They seek for case studies that tell them a complete story – from the difficulties customers encountered before they started working with you to their measurable results. Customers require this information to make informed purchasing decisions. It’s unusual that a single review will provide all of these details.
And buyers don’t seek this information on vendor websites; rather, they prefer to see case studies and other customer success content on third-party sites.
You’ll reach more sales leads when you publish your case studies in a third-party customer success directory. These sites act as a neutral third party that verifies your company, similar to a review site. However, they allow you to control all of your user-generated content so that you can avoid bad reviews and always showcase your best side.
More B2B buyers are turning to third-party customer success directories when they are in the closing phases of the sales cycle and want proof that you, as a vendor, delivers results. They search Google for customer success stories, case studies, or testimonials. When you upload your user-generated content on a customer success directory with excellent SEO, you will portray your name in front of these buyers.