How reviews fit into the customer journey
93% of shoppers seek out reviews before placing an order. A good review can be the social proof someone needs to convert, showing them that your product is worth the cost. For those who leave reviews, this is also an avenue to share feedback and information that will allow you to target them with more relevant content in the future. Let’s review how you can use Klaviyo Reviews to increase sales, boost customer loyalty, and offer enhanced support.
Take an omnichannel approach to Klaviyo Reviews
Weaving in multiple channels at each stage of the review process from: review collection to follow-up to promoting positive reviews more broadly. Multiple channels equate to more customer touch points, casting a wider net to engage loyal shoppers and attract new leads.
Collect
Did you know you can collect Klaviyo Reviews via both email and text messages? Use both strategically when you request reviews on your website and in automated messages sent through Klaviyo.
Best practices:
- Use Klaviyo’s pre-built review request flow to automate the collection process. Split this flow to send an email to email subscribers, and a text to text message subscribers.
- Customize your review collection form to align with the style and tone of your brand, like their website, emails, or text. You can add emojis to review questions or even customize the design of widgets (e.g., the design of the star rating scale or specific buttons).
- Build custom questions to collect brand-specific information (e.g., How would you describe your skin type? Dry, sensitive, oily, etc.). These can later be used as filters on the brand’s website, allowing visitors to sort reviews by their own interests, size, style, and more.
- Publish all authentic reviews (both positive and negative) to your site; this will make the reviews come off as more honest and transparent.
Note: If you use Tapcart to build your mobile app, learn how to add the reviews widget to your mobile app.
Follow up
When publishing reviews, exercise fairness and transparency, and publish all authentic reviews, whether positive or negative.
Best practices:
- Use one of Klaviyo’s pre-built review follow up flows (including an incentive if advertised in your review request), splitting the messaging into 2 pathways: 1 for positive reviews (i.e., 4 stars and above) and the other for negative reviews (i.e., 3 stars or lower).
- Create a customer service ticket when you receive a negative review to immediately provide support. You may also consider sharing information about the brand’s return policy.
- Share a thoughtful thank you message to all reviewers, regardless of their response.
- Personalize your message with the recipient's first name and any other applicable information you have around their review or order, such as the item they purchased, how they rated it, and what they are seeking for their next item.
- Promote complementary items that the reviewer may be interested in to encourage another purchase.
- A/B test your flow messages (e.g., test whether offering 10% off or 15% off leads to more reviews).
Promote
Take stock of your top reviews, noting which are best to feature in upcoming marketing content. You can then promote these reviews on your website, emails, text, WhatsApp, push, direct mail, social media, and more.
Best practices:
- Use the reviews quote block in Klaviyo’s template editor to feature reviews in relevant emails. For instance, showcase a positive review when launching a sale on this collection or reminding someone of its value within an abandoned cart flow.
- If you manage your website, blog, vlog, community forum, etc. consider reviews as key elements in your web design and strategy.
- Feature reviews in direct mail or within print advertisements, particularly if you run a brick-and-mortar storefront. Then, highlight reviews in-store just as you would online.
- Use 5-star review quotes to shed light on the quality of your products across social (e.g., in Facebook or Instagram ads, posts, in stories, etc.).
Additional resources
Click the dropdowns below to access additional review resources. Use these to inspire your reviews strategy in Klaviyo.
Unlock the benefits of Klaviyo Reviews
Do you not yet have a customer reviews strategy in place, or do you use another tool as your reviews solution?
It is never too early or too late to get started with Klaviyo Reviews, as this can unify your reviews, marketing, and even support strategy in 1 clear space.
Walk through the main benefits of adding Klaviyo Reviews within our strategy guide: How to use customer reviews to convert more first and second-time buyers.
Read how Klaviyo customer, Compass Coffee, saw a 70.5% increase in reviews
Curious about how other brands see success with Klaviyo Reviews before employing this tool yourself?
Discover how Compass Coffee achieved a 70.5% increase in reviews with Klaviyo. As Joel Shetterly, Compass Coffee’s CMO, puts it, “With our previous platform, there was no customization, really. You get the out-of-the-box review request flows, but you can’t set all the rules, filters, and triggers you can with Klaviyo.”
Read more about how Compass Coffee gets 70.5% more customer reviews per quarter.