The Ultimate Guide to Customer Reviews and Testimonials

Let me ask you a question: When thinking about purchasing a new product, who would you trust more?

1.直接从像您这样的购买中获利的销售员或...

2.拥有您正在考虑的产品经验并可以给您诚实评论的客户

I pick the latter — and I'm not alone. Did you know thatonly 3% of consumers consider salespeople and marketers to be trustworthy?

So, where do you thinkyour消费者转向有关您的产品和服务的真相？顾客评论。

人们咨询评论和推荐书，以确定他们是否信任产品，服务甚至卖方。实际上，买家阅读seven reviews on averagebefore deciding to trust a business.

客户评论和推荐书比以往任何时候都更容易找到，尤其是在社交媒体和在线评论网站上。让我们看一下为什么以及客户评论和推荐如何影响各种规模的消费者和企业。

大多数人都可以在线发布评论，这些评论可以包含良好的信息，负面体验，有时甚至是关于您的业务的伪造内容。

Since they’re posted on third-party sites and from real users of your products, consumers view these reviews as a reliable source of information. In fact, customers find online reviews to be so helpful that85% of consumerstrust them as much as personal recommendations.

Customer Review Sites

有many sites where consumers can leave their reviews. These include broad customer review sites, such as Google Reviews, Facebook, and Yelp (where any business can be reviewed), as well as industry-specific customer review sites, such asTripAdvisor，与旅行有关的评论网站，Zomato，与餐厅和食品有关的评论网站，以及G2 Crowd，一个致力于软件评论的网站。bob电竞官方下载

Let’s dive into two of the more broad customer review sites that people use: Google Reviews (which is part ofGoogle我的业务) andYelp。

Google我的业务评论（又称Google评论）

Google Reviewsis currently the most commonly used platform for customer reviews。This is because … well … it’s Google. All types of businesses can be reviewed and rated on a 5-star scale.

How to Set Up Your Google My Business Profile

With the help of aGoogle我的业务profile, anyone can create a presence for their company so it can be found via Google search.

要接收Google评论，企业必须完成Google My Business个人资料（有关此的更多详细信息，查看此页面）。在Google上设置您的业务资料不仅很容易，而且客户可以轻松地查看您的产品或服务。

设置个人资料后，您需要创建一个review link因此，客户可以写下自己的经验或根据五星级的评分为您提供评级。

Make sure you have both a link to your reviews that consumers can find through a Google search as well as a link using thePlace ID Lookup tool.With this, customers can write a review by simply looking up your company or searching for your location on Google Maps.

如何在Google上留下评论

如果你是评论家,希望离开formation about your experience on Google, all you need to do is provide your first and last name. Google does not allow any reviewer to remain anonymous. Anyone can see your name along with your review, as well as any other reviews you've left and photos you've added to Google Maps.

如果您已经有了Google帐户，则有一个”关于Me” page that Google My Business will link to your reviews. Here's mine:

谷歌需要你给这个信息three reasons:

1. 它使您的评论对阅读它的人更合法。
2. 当人们将个人信息附加到某件事上时，人们通常不太可能撒谎。
3. 它为您的审查提供了可信度。

How to Respond to Google Reviews

You may be asking yourself, “What if someone still decides to leave a fake review about my company?” Or, “What if I want to respond to a positive or negative review?” Google helps you out with all of this.

回应评论非常简单。查找您要回复的原始评论，然后单击回应。Users must be signed into their Google accounts to do this.

Although you can’t remove negative reviews, Google will remove reviews that do not meet the requirements of theirUser Contributed Content Policy。Some of the reasons that a review may be removed include hate speech, fake comments, spam, illegal information, a conflict of interest, andmore。如果您注意到Google没有的东西，您可以标记评论，他们将检查内容并在必要时将其删除。

如何优化您的Google我的业务资料

Now that you see how popular and important Google Reviews are for all businesses, you may be wondering how you can optimize your Google My Business profile. After all, reviews are just as necessary for your business to improve as they are for customers to make informed decisions.

Here are some ideas for优化您的Google我的业务资料to get more customer reviews and (hopefully) positive interactions:

• 在您的Google上完成所有信息我的业务资料。否则，消费者可以进入并“建议”自己的编辑。这些可以在没有您收到通知或更新的情况下上线。定期登录到您的帐户以查看更新，并确保未经您的许可即可任何更改。
• Create a Google My Business邮政。These are like mini advertisements within your Google profile that give people an idea of what you sell or the service you provide.
• If you provide services, add a预订按钮so they can schedule an appointment or meeting with you efficiently.
• 从道德上要求客户的评论。不要要求朋友给您写一个超积极的评论，以便您可以在网站上使用它。如果合法的客户发现，他们为什么要在将来信任您？
• Engage with customers and reviewers under the “Questions and Answer” section. Express gratitude for compliments, and thoughtfully respond to those who had a poor experience. Make your customers feel like you care about them no matter what they have to say about you.
• Allow reviewers to add photos and videos of your office, store, or restaurant. This adds a personal touch to their reviews. It also makes their reviews even more credible.
• 将您的服务或菜单添加到您的个人资料中。您不想失去潜在客户，因为他们无法找到您的服务和价格足够快。

由于Google评论对消费者的普及以及对Google业务的实际排名的重要性，因此对于每个公司来说都是非常强大且重要的工具。bob全站app

Yelp Reviews

另一个受欢迎的客户评论网站是Yelp。Yelp can be used for reviewing any kind of business or service. Consumers can write reviews and rate their experience on a 5-star scale, similar to Google My Business Reviews.

Yelp评论的一个独特功能是，该网站指示公司如何利用正面和负面评论来发挥其优势以及如何回应这些评论。您对审查或评级的反应方式可能会创造或破坏您的业务，这就是训练Yelp提供的奖励。

How to Set Up Your Yelp Business Profile

要在Yelp上为您的公司创建个人资料，您必须从bob全站app声称您的业务。这是一个免费的过程，可让您负责客户和审阅者可以在Yelp上阅读的任何信息。

参观Yelp业务页面开始您的主张。在此过程中，Yelp可以与您联系，以确保您是业务的合法所有者。您绝对不希望任何人在个人资料上运行内容，对吗？

Once you've created your profile and Yelp has given you the green light, you’re able to update important profile information, add photos, respond to reviews privately or publicly, and track views and leads.

如何在Yelp上留下评论

If you want to be a reviewer on Yelp, you’ll have to create a free account. To write a review, click on the business you want to review through the search bar and begin writing. You cannot post anonymously on this site either.

Have you ever been in a situation where you had a really bad experience with a business or product and went online to write them a poor review ... then customer service impressed you by immediately contacting you and rectifying the situation?

然后，您可能会感到有义务撰写另一篇评论并缩回您所说的话？Yelp没有问题！您可以找到原始评论，请单击Updatebelow it, and tell everyone on Yelp how the company listened to you and helped solve your initial issue.

关于回应Yelp评论的建议

Yelp makes it easy to respond to customer reviews — just go to the original comment and click写响应。

但是请记住，将您的个人资料放在客户审核网站上意味着并不是一切都会成为客户爱您公司的快乐故事。bob全站app如果您得到积极的评论，那太棒了！

But whether or not you agree with what someone wrote, the way you react to criticism says a lot about your company’s values and character. Remain positive towards all reviewers – and ask for more detailed feedback if you need it – no matter how frustrated you might be that this review is viewable to potential customers.

Like all review sites, Yelp gets its fair share of fake reviews too. The site has an automated review filter, which is part of theirRecommendation Software, that is used to weed out false information and spam. They also investigate all tips given to them by other reviewers and Yelp visitors to ensure only legitimate information is on the site.

For more information on other popular customer review sites and their features,查看此博客文章。

如何要求客户评论

Businesses of all sizes need reviews to gain new customers and build trust. But how do you get reviews? Sometimes, you just need to ask. Here are a few ways you can do that ethically and professionally.

1. Bring it up naturally in conversation.

If you’re talking about your business with someone, or if they tell you how they feel about one of your products or services, ask them if they would be willing to write you a customer review.

Of course, don’t force your mom to write a raving review of the product you sell (unless sheactuallyuses and loves it … and says she’s your mom) since that would be a conflict of interest. All of your reviews should come from legitimate sources.

2. Ask in response to praise.

当有人告诉您他们有多喜欢购买或经验时，无论是在店内，通过电话还是在线，请他们在评论中分享该信息。通过提供指向您的业务审核页面的链接来使他们轻松。

3. Send an email blast.

If your company has an email list, send a message that asks for honest feedback. Provide email recipients with easy-to-follow directions on how they can complete a review. And since the reviews aren’t anonymous, you can always provide reviewers with a reward of some kind to say thank you!

4.请求购买后审查。

After a customer makes a purchase, ask them for feedback. Stores do this all the time — you often see a prompt to write a review or provide feedback at the bottom of your receipt.

For information on strategies to promote positive customer reviews,read this blog post。

所有推荐都是独一无二的，但它们应该永远是relatable, sincere, and specific.This is how your company builds credibility.

Wouldn’t you feel more at ease spending your money on something that multiple people claim to love, versus a product that you can’t find any relatable information on from another customer’s point of view?

客户信任其他客户。这就是为什么拥有强大的推荐书，包括可以诚实地推广您的品牌的买家如此重要的原因。

Your testimonials can include impactful and positive quotes from consumers,a photo of the person who provided the testimonial, or a video of the person relating their experience. These techniques make your potential customers feel as though they can trust you and your company.

重要的是要记住，每个买家都是独一无二的，您的推荐人应与您的每个买家角色交谈。每一个推荐都应以特定于其需求的方式突出使用您的产品或服务的不同类型的人。这是因为买家想知道与自己相似的人如何使用您的产品。

You can also create a case study highlighting your customer’s story and obtain a testimonial during this process.

How to Ask for Testimonials

现在，您看到了一个伟大的客户推荐对您的业务产生的积极影响，您可能想知道如何在网站上获得一些。有技术这可以帮助您的企业从相关和风度翩翩的客户那里获得强有力的证明。

1. Ask immediately.

Ask for testimonials from customers who have recently gotten value from their purchase. You want the information they give in their testimonial to be fresh, accurate, and as specific as possible.

2.展示完整的体验。

It’s always great having a customer testimonial on your site that has information about their end-to-end experience. This shows customers how your product or service has resolved a challenge that another individual was experiencing.

3. Ask again.

If you ask for a review and don’t get one, wait a couple of weeks and try again. There is no harm in sending a friendly follow-up email asking if they would like to share their experience. Who knows, maybe their purchase made a positive impact on their life in the last couple of weeks that they are now excited to tell others about.

4. Make it easy.

无论是书面还是以视频格式，我们都会确切地告诉您的客户他们如何给您留下证明书（我们将尽快讨论有关视频推荐的更多信息）。为客户提供有关他们在推荐中应包含的内容的准则。

Looking for specific questions to ask customers who are completing testimonials for you?查看这篇文章。

Video Testimonials

Video testimonials are a highly personal way of promoting your brand. When customers can actually see and hear other customers talk about their positive experience, it’s significantly more compelling than just reading words on a page. It allows your potential customer to engage with a real customer who is similar to themselves – and it makes the testimonial more relatable.

89％的营销人员表示，视频推荐是最有效的内容营销策略。那么，为什么不尝试一下呢？

Creating Video Testimonials

You can ask a customer to create a video testimonial the same way you would ask them to create any other testimonial. However, since you are putting them on screen, you’ll need to consider a few additional aspects.

你会旅行或雇佣一个fi制作公司bob全站applm the testimonial? Do you have the resources in-house to produce the video?

You want to make it as easy as possible for your customers to say good things about your business. By controlling the production, you’ll be able to ensure the quality of the video and prompt them to get the footage you’ll need to help build trust with your prospects, alleviate any doubts, and convince them that your services or products will solve their need. However, this can be a large resource commitment, and you may not have the budget.

有tools available to help you create professional video testimonials on a budget. Apps (that require a subscription), like布拉沃和Nimbb，允许用户在其计算机或智能手机上使用网络摄像头记录推荐书，然后将其发送给他们，以便您可以有效地将它们放在网站上，而无需挂钩。

为什么评论和推荐很重要

Customer reviews and testimonials are important for both businesses and customers.

从客户的角度来看，在决策过程中，评论和推荐书在极大的帮助下。他们严重影响了客户可以信任新品牌或产品的程度，即使是一个负面评论也可以影响潜在客户。此外，没有评论的企业会增加危险信号。积极的或者负面评论在客户眼中总是有益的。

From a business's perspective, reviews and testimonials help businesses understand why they are retaining or losing their customers. With reviews and testimonials, companies can make educated decisions about what needs to remain the same and what needs to change to be as successful as possible. Lastly, positive reviews help convert interested consumers and leads into buyers and loyal customers.

客户评论和推荐in the Sales Process

积极的审查或有力的推荐有可能将潜在客户转换为客户。借助评论和推荐，您可以回答客户的问题，并向他们展示像他们这样的其他人如何使用您的产品或服务。

通过使用评论，您可以将客户放在首位，并通过展示其他人如何从您的产品中获得价值来销售 - 不再是推销，而是对话。推荐书为消费者提供重要信息而不“销售”，并为潜在客户提供自己的研究和尽职调查的机会。

Adding Testimonials to Your Sales Deck

将客户推荐添加到您的销售甲板上可以为读者和潜在的买家提供做出决定所需的其他支持。在销售甲板中，企业通常包含与潜在买家需求有关的信息，应对他们可能面临的挑战的可能解决方案以及证明您的索赔是准确的。客户推荐将帮助您完成所有这些。

Using Landing Pages for Your Testimonials

To make the biggest impact on potential customers, showcase all of your testimonials in one easy-to-find location, such as on a single landing page.

Check out HubSpot’stestimonial landing pagefor reference. This highlights the variety of companies using our products and how they’ve each benefited differently. Also, notice how each testimonial is paired with a picture. Potential customers can put a face to the name and have a more personal experience.

如果您正在寻找特定的推荐示例和着陆页示例，阅读这篇文章。

Start Collecting Customer Reviews

Remember: Customer reviews and testimonials are key to understanding why people are using your products — or maybe even why they found the experience less than stellar. This is just one more way to use feedback to improve your overall offerings and how you interact with prospects and customers.

为了获得尽可能准确的反馈，企业应鼓励客户诚实和具体的评论。公司应加强积极的反馈并对负面评论做出反应，以了解如何做得更好，以及是否有一种修复关系的方法。

By encouraging customers to provide you with reviews and testimonials, you can better understand your audience’s pain points, prove your value to prospects, and build the best possible experience for all your customers.

Editor's note: This post was originally published in June 2018 and has been updated for comprehensiveness.