A great review strategy goes beyond just asking for feedback; it involves implementing thoughtful content at every stage of the review process. To ensure success, your strategy should:
- Maintain brand consistency
- Personalize to each customer
- Use data to make decisions
Let's walk through the lifecycle of a review, from review collection and submission through to using review data.
Custom questions:Customize your reviews collection form
Good Company added custom product and profile questions to their reviews collection form. This allows them to gather additional data from their customers both about products and about the customers themselves. The data can then be used to display additional information in reviews on their site as well as in future segmentation and messaging.
1. Maintain brand consistency:
The team used their brand's colors, logo, and styling in their reviews collection form. This provides a seamless and consistent customer experience.
2. Personalize to each customer:
The ultimate goal of custom questions is personalization. Product questions ask the customer to get even more granular and personalized on their thoughts on the product, like asking the multiple choice question, "What do you enjoy most about the product?"
Profile questions ask the customer about themselves, like the question, "What's your skin type?" Each customer's answer will be added to their Klaviyo profile as a custom profile property. This data can then be used in segmentation and customization.
3. Use data to make decisions:
Good Company used the data from profile questions to make segments of profiles with dry, normal, and oily skin. Then, they can send targeted campaigns to these segments advertising products appropriate for each skin type.
Set up key reviews automations
There are 2 key flows to set up with regards to reviews: a review request flow, and a review follow-up flow. Customers trust products with a higher number of reviews, so use a review request flow to get more reviews for all products.
1. Maintain brand consistency:
Good Company maintains their company voice in their flow messages, making sure to communicate with each customer at a personal level. Specifically, the team likes to use lots of emojis and use each customer's name in their SMS messages. They maintained this conversational tone in their review request flow.
2. Personalize to each customer:
Customize your flow messages with the specific products each customer ordered, as well as other personalization information like first name or preferences. Include a dynamic product review link as a clear CTA to encourage customers to review the item.
3. Use data to make decisions:
Once the team set this flow live, the reviews started coming in automatically. Set up email notifications to be notified when someone leaves a new review, and analyze your review performance regularly to inform your product strategy.
Cross-promote products with reviews
Consumers use reviews to inform their purchasing, and they are much more likely to purchase a product after reading a review. The team at Good Company used this knowledge to their advantage, showcasing review quotes in their flow messages.
1. Maintain brand consistency:
Good Company implemented review quotes into existing flow messages. This allowed them to keep their branding and messaging the same and just add in real customer reviews. They were able to see the real impact review quotes had on influencing customer behavior.
2. Personalize to each customer:
Review quote blocks will dynamically surface reviews for relevant products. Good Company set up their abandoned cart flow to display reviews about the product that triggered the flow. That way, when customers add a product to their cart and don't checkout, they get to see reviews about that specific product to help inform their purchasing.
3. Use data to make decisions:
A/B test your flows to see which review quotes work the best in your messages. Use flow analytics to see the impact of using review quotes in flows.