The experience and opinion of other users (and the trust they generate) has a direct impact on our purchasing decisions. We do not take away the relevance of price, usability, or customer service, but the voice of real customers is an extraordinary claim; the perfect complement for an eCommerce that seeks a quality service and seeks a differential against the competition.
In this context, the influence of reviews is undeniable. Online reviews have become an essential element to generate trust, reputation and sales through your eCommerce. Therefore, today we want to introduce you to some external solutions to collect and manage customer reviews, turning them into relevant content to improve the conversion rate and SEO positioning of your site.
Most of them work in a similar way: the customer makes a purchase in your online store, receives the order at home, and the tool sends him an email for him to vote and rate certain aspects of the service: product, shipping, customer service, website.
There are several platforms on the market with which you can activate and manage reviews of your products and services. To make your job easier, we have made an analysis of all the available tools and created a ranking with the best options that currently exist (remember that this digital world is very dynamic and that there are tools appearing, disappearing and merging constantly).
As in 2022, this year we have carried out an evaluation of ecommtech tools with the help of several specialists in different areas of marketing and eCommerce (this time there were 35 jurors, two more than in the previous edition).
This voting process was carried out for our Ecommtech Guide 2023, which you can download for free. There you will find the best tools from 25 different verticals and the names of the jurors.
Download it for free 😉
In this way, in each top we will determine two lists: the top 10 (or less) tools best rated by experts and other tools that you should also consider, or at least have identified on the map. Therefore, the first list will be in voting order and the second will be in alphabetical order.
That said, let’s get down to business
Trustpilot helps you collect, manage and display customer reviews on your website to build trust. Anyone who has had a purchase or service experience in the last 12 months can write a review for free, as long as they have a Trustpilot user account.
Each review is checked by fraud detection software, which automatically identifies and removes fake reviews. There are 4 subscription plans available, starting at $130 per month.
It is a very easy to use all-in-one SaaS platform. It integrates with Adobe Commerce, Prestashop, Woocommerce, Shopify, Demandware or Vtex.
It collects the opinions and post-purchase experiences of customers and users to enrich your online reputation and integrates them into active campaigns, both for social media and Adwords. The tool stores and manages the information collected to publish it on your website, through a Verified Reviews certificate with the name and logo of your company.
Another of the most popular options is Trusted Shops, which since 2019 has an office in our country (Barcelona). With this platform you can collect, manage and display reviews from real customers, both store and product. Being a Google partner, it shows the rating in the form of stars to improve your SEO and SEM presence.
It has a quality seal recognized in Europe that evaluates different aspects of customer service and generates confidence when deciding to make a purchase.
Collect, analyze and share reviews of both the products and the eCommerce. These reviews are read and released by eKomi’s customer review analysis management team, who give their approval so that they can be inserted directly into your online store’s website.
If the reviews are unjustified or negative, eKomi’s mediation system intervenes and a conciliation protocol is activated: a constructive dialogue is opened between buyers and sellers, avoiding the dissemination of uncontrolled reviews. On the other hand, it offers its customers information on user satisfaction, the quality of its services, the functioning of its internal processes… generating improvement proposals for the optimization of its online store. This tool is a payment option, easy to install and compatible with most eCommerce systems.
It is a tool that should be taken into account by all those companies that sell products or services online, since most consumers look for references on Google rather than anywhere else.
To use it, you just have to create a profile with the name of your business, add the opening hours, contact information, images, location on Google Maps and all the information you want. Here highlights the importance of having optimized texts and updated information for your company to appear in the first search results.
It has a free version and is suitable for any online store, no matter what eCommerce platform you use as it has a specific plugin for each case.
After each purchase, it sends a customizable email that includes the best rated products of your store, so that if the recommendation works, they click and buy, you can see it in your statistics panel. This is one of its strengths: Yotpo is adaptable, easy to integrate into your design, and incorporates a custom algorithm to publish the most relevant comments on your social networks (‘social push’). You can configure it to do it automatically or you can do it manually.
In addition to authorizing your visitors to share their comments on social networks, create customer profiles to facilitate the view of all available online reviews, putting them in touch with each other through their own experiences. In fact, potential buyers can see if the reviews are from people who have actually purchased the product (‘certified review’ / ‘verified buyer’).
The digital tool Bazaarvoice, founded in Texas in 2005, defines itself as software that allows retailers to add customer-generated reviews, ratings and content to their websites. Their SaaS system and architecture allows the tool to adapt to all company sizes and business configurations, while they are constantly innovating and investing in research to meet the needs that all of their customers may have, no matter how complex they may appear to be.
In terms of numbers, today it works with more than 12,000 brands and retailers, has a community of more than 7 million reviewers, generates more than 11 million monthly reviews and has more than 250 moderators.
As in the previous case, this system certifies the authenticity of online reviews only from real customers, but unlike Trustivity, it does not censor negative reviews for the sake of transparency. However, a damaging review triggers a notification system to the online store so that it can attend to the user, respond publicly and resolve the problem directly.
Revi.io (formerly known as Weecomments) has a free version and its operation is simple: the customer gives his opinion, gets a discount, and his opinion is automatically inserted, in real time, on your website. Its management system allows you to generate online brand and product reviews separately, in addition to offering useful and more visual information through the rich snippets of valuation, turning your online space into a ‘five star’ store.
This application allows unlimited review requests and free photos and videos in reviews for everyone. Widgets can be used to display reviews and Q&A, plus you can customize the layout to suit your brand.
In addition, review requests can also be atomatized and customized via web, push email and sms.
Feefo is another digital feedback software we want to mention. A platform that uses its advanced expertise to help companies of all sizes to build trusting relationships with their customers, providing better experiences and managing to increase, as much as possible, the success derived from shopping experiences.
Committed to collecting real customer feedback on behalf of the companies they work with, they aim, among other things, to verify that customer reviews are real, so they contact customers directly after their experience, inviting them to leave feedback and ratings. Both, whether good or bad, are uploaded directly to the company’s Feefo page so that all users have access to this information in a totally transparent manner.
In 2021, it acquired Reevoo, the English platform founded in 2005, highly used locally by shoppers (increasingly demanding) who require information on brands before making any type of purchase or transaction. They have now merged.
California-based Broadly is another review tool we want to mention in today’s article. An automated review software that helps local businesses generate customer reviews on the most important digital platforms, including Google, TripAdvisor or Facebook -among others-, through intuitive solutions that easily adapt to them. A platform that communicates, directly, brands with their customers, helping to generate -among other things- an improvement in brand reputation, even though they collect both positive and negative comments, so that their customers can address the latter privately and learn from them.
Founders Josh Melick and Assaf Arkin believe that small businesses are the cornerstone of the economy and are passionate about helping them succeed. That’s why this tool is aimed primarily at them.
Feedaty is an Italian digital feedback tool that collects customer comments about stores or eCommerce, as well as their products, to later make them public and improve the online reputation of businesses, keeping – in addition – updated on market trends based on the statistics generated. On the other hand, it also helps businesses to improve their conversions, showing certified review stars in Google’s organic searches, saving businesses some value through Adwords (SEM) campaigns.
Feedback Company digital software is defined as a tool that is committed to transparency and reliability, since, for them, both factors guarantee trust and directly influence consumers’ purchasing decisions. Therefore, in order to evaluate whether a company is reliable, the opinions that other consumers may have about the purchasing experience on the site are highly necessary. Thanks to their specialized and advanced software, they use customer opinions about brands to obtain feedback, increase the trust of potential customers, and also increase organic positioning in search engines such as Google.
KiyOh is an online review tool created in the Netherlands that already has more than 29,000 users and over 13 million reviews. In addition, it has integrated its Easy Invite Link within the customer’s own email template; an easy and simple way to collect reviews automatically.
Also, being an official Google partner, it ensures that all Kiyoh reviews are included in Google Shopping and Google Ads campaigns. The yellow stars that can be displayed in Google Ads next to your business details can also be applied in organic search results.
Reputación Verificada is a Spanish online review tool that helps your customers sell more by showing other users’ reviews of your business. It automatically collects user reviews from your customers, with the purpose of displaying the VR seal on the website, also showing the overall and detailed rating of the reviews in question; something that, among other things, generates a high level of confidence in other potential customers (who pay more and more attention to reviews).
Finally, its multidisciplinary team offers a highly personalized attention, in addition to generating exhaustive reports that will help, through its metrics, its clients when assessing their digital brand reputation.
It collects, analyzes and processes online reviews from real customers to share it later through a widget update that shows the new information available. This system only accepts reviews from those who have bought a product or purchased a service, regardless of whether or not they were satisfied.
In this way, it ensures authentic reviews. In the event that a customer gives a negative review, it opens an arbitration process: it notifies the e-commerce of the buyer’s dissatisfaction so that it can review the review, contact the buyer and offer a solution within 10 days. If he does not reply, the review is automatically published. If you respond to your customer, an email is sent to the consumer and it is up to them to decide what they want to do with their review: change it, continue talking to the merchant or publish their original review.
In addition, Trustivity allows you to get search results with ‘stars’ thanks to the use of rich snippets. It is a paid platform but affordable, with no permanence fee and a one-month free trial. It has customization options and is easy to integrate.
UserReport is a free, easy-to-use online platform where users and brands can participate, helping to improve products and shopping experiences. Its operation is based on two fairly simple widgets: a survey and a feedback widget. Running as an integrated part of your clients’ website, it allows them to interact directly with users, to learn what their needs are, what they are looking for and how they can best meet that demand. It is part of the Audience Project.
Do not hesitate to install an online review service on your website. Compare prices, services and make a firm commitment to transparency in the handling of reviews. Credibility is a key factor in the relationship with customers, pampers their attention, adds confidence. Do not be afraid of negative comments, learn how to manage them and turn them into a point in your favor.
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