Review Generation. Best Practices 11/16/15. Version 1

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Beatrice Little
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1 Review Generation Best Practices 11/16/15 Version 1

2 Contents Chapter 1: Introduction 1 Chapter 2: Getting Reviews For Products No One Wants to Review 2 Increase the Exposure of Less-Reviewed Products 2 Phrasing 2 Understand Why Products Aren t Getting Reviews 2 Getting Site Reviews 2 Chapter 3: Configuring Review Request s 4 Introduction to Configuration 4 Use Your Own Logo 4 Adding a Logo 4 Make the s More Personal 4 Macros 4 Subject 4 Body 5 Signature 5 "From" 5 "From" Name 5 "Reply" 5 Customize the Look and Feel 5 Accessing the Settings Page 5 Changing the Font 6 Changing the Text Size 6 Changing the Header Color 6 Changing the Header Font Color 6 i

3 Changing the Star Color 7 Chapter 4: Product Reviews 8 How to Get The Most From Product Reviews 8 Conversion rates 8 How to get the most conversions for your reviews 8 Customizing the MAP 8 Changing the Subject 8 Changing the Body 8 Changing the Signature 9 MAP Variables 9 Sending a Test 9 Configuring Bulk Purchase Options 9 Changing the Product Reviewed for a Bulk Order 9 Sending MAP Reminders 10 Setting Days After Purchase 10 Setting the MAP Time 10 Chapter 4: Site Reviews 10 MAP Slider 10 Using the MAP Slider 10 Customizing the TRR 11 Accessing the TRR Page 11 Changing the Signature 11 Changing the Body 11 Changing the Signature 11 Variables 11 Sending a Test 12 ii

4 Sending Targeted Review Requests Manually 12 Site Reviews Automation 12 Customizing the Site Reviews Automation 12 Changing the Subject 12 Changing the Body 12 Changing the Signature 12 Variables 12 Moderation 13 Posting a Product Review as a Site Review 13 The Facebook Reviews Page 13 Collecting Reviews on Facebook 13 The Reviews Tab 13 Showing the Site Reviews Tab on the Reviews Widget 14 Revision History 15 iii

5 Chapter 1: Introduction Reviews are the key to increased conversion. It is not only important how many of your products have reviews, but also how new the reviews are. This article gives you guidelines on how to encourage your customers to write more reviews and write more often. It explains how to use MAPs (Mails After Purchase) and Site Review Requests to achieve this. While the default settings will generate reviews, by following the tips in this guide, you can potentially increase the amount of feedback. The guide covers the main options, see the Yotpo Support Center for more detailed information. 1

6 Chapter 2: Getting Reviews For Products No One Wants to Review Increase the Exposure of Less-Reviewed Products People can t review products they don t know about. In order to get even product coverage, you need to make sure your customers are seeing the less-reviewed items. There are a few ways to do this, you can promote specific products in post-purchase upsell s to encourage customers to purchase products that need more reviews. You can also highlight these products in your store. When it comes to asking for reviews, you need to make sure you re asking for reviews on the right product. If customers buy multiple products, only ask for reviews on the least reviewed products. This way, the ones with less attention have a better chance at getting reviews. Tip: See Changing the Product Reviewed for a Bulk Order for instructions on asking for reviews on the least reviewed products. Phrasing Changing wording can make a huge difference. Instead of just asking What did you think of this product?, show that you value customers opinions a review request phrase We just got this in stock we value hearing what you think, can be more effective than Did you like your product? If you are not receiving enough reviews, try to change your copy and A/B test to see what works better. Understand Why Products Aren t Getting Reviews If all else fails and you realize some products just really aren t highly reviewed, look into why. Try to use the product in other ways that show how customers feel about it. Run a UGC (user-generated content) campaign asking users to show how they use your product. You can display this on your site to build trust by showing how real customers use your product. While nothing replaces great reviews, other forms of UGC can be effective if you can t get enough quality reviews. Getting Site Reviews Make sure to get site reviews. Site reviews promote trust in your overall brand, not just a specific product. 2

7 Even if some of your products aren t consistently getting great reviews, you can still earn trust by displaying site reviews across your product page. 3

8 Chapter 3: Configuring Review Request s Introduction to Configuration This chapter describes the options available to change the content and appearance of the review request s you send to your customers. Carefully planned customization of these options can increase the number of reviews that you receive. Use Your Own Logo With a few clicks, you can use your own store logo to boost your brand identity. You can use any high-resolution jpg or png file. Yotpo will re-adjust the size to for the proportions of the . Adding a Logo This setting affects the logo that appears on the landing page customers go to after leaving a review and, depending on your Premium Plan, in all s sent by Yotpo. To add a logo: 1. Click the arrow next to General Settings. 2. Click the image next to Logo: 3. Browse to the logo you want to use. 4. Click Open. 5. Click Save Changes. Make the s More Personal Make the s more personalized by adding information like the customer's name, product purchased and so on. Use a tone of voice that matches business/ website language. Macros Use the template macros to add the personal information. The macros are placeholders for information like the customer's name. You can use the macros in the subject, body or signature. Subject Make the subject sound catchy and keep it short. 4

9 Body Sometimes, a little change in wording can make a huge difference. Instead of just asking What did you think of this product? try to change your copy and A/B test to see what works better. Showing you value customers opinions is important. For products, a review request phrase We just got this in stock we value hearing what you think, can be more effective than Did you like your product? ; for site review request, We value hearing what you think about us, can be more effective than Did you like your us? Signature Make the signature reflect a person and not just a generic company. Add social links, phone number, etc. the elements that can be found in the signature of the customer service/ marketing team "From" Use an address that the customer can recognize or are familiar with. The chances they open the is greater if they know who it is coming from. "From" Name Use the name of your store which the customer can recognize. "Reply" Use the address of a contact or department that is likely to be able to respond to customer replies. Note: Note: Yotpo recommends that you use the same domain for the from , from name and reply . If you leave these entries blank, the default is Yotpo, which may cause problems with certain providers. Customize the Look and Feel Make your stand out by choosing the most attention-getting design. If you have a company style guide. You can easily make changes to the design in your Yotpo Admin. Accessing the Settings Page 1. Click Tools. 2. Click Collect Reviews. 5

10 3. Click and General Settings. u The Settings page opens. Changing the Font This setting affects the font for all s sent by Yotpo. 1. Scroll down to settings. 2. Select the font in the Font: drop-down list. 3. Click Save Changes. Changing the Text Size This setting affects the body font size in all s sent by Yotpo. 1. Scroll down to settings. 2. Type the size in the Text size: field. 3. Click Save Changes. Changing the Header Color This setting affects the background color in the headers of all s sent by Yotpo. 1. Scroll down to settings. 2. Either: a. Click the colored box to open the color picker. b. Select the color. c. Click the color wheel in the bottom right-hand corner of the color picker, or Enter the color in Hex in the Stars color: field. 3. Click Save Changes. Changing the Header Font Color This setting affects the header font (foreground) color in all s sent by Yotpo. 1. Scroll down to settings. 2. Either: a. Click the colored box to open the color picker. b. Select the color. c. Click the color wheel in the bottom right-hand corner of the color picker, or Enter the color in Hex in the Stars color: field. 3. Click Save Changes. 6

11 Changing the Star Color This setting affects the color of the ratings stars in all s sent by Yotpo. 1. Scroll down to settings. 2. Either: a. Click the colored box to open the color picker. b. Select the color. c. Click the color wheel in the bottom right-hand corner of the color picker, or Enter the color in Hex in the Stars color: field. 3. Click Save Changes. 7

12 Chapter 4: Product Reviews How to Get The Most From Product Reviews Conversion rates There is a clear correlation between conversion rate and the number of products with fresh reviews. This means for a store with 100 products, it s better if every product is getting one review a month than to have just one product getting tons of reviews. How to get the most conversions for your reviews You can use reviews to further improve your product, customer service, and relationship with your shoppers. Reviews encourage customers to buy products and also write more reviews. When it comes to the amount of products that have reviews, you can use reviews to your advantage and drive more conversions. For example: Ask for reviews on a wide variety of products. If you find all of your products are being bought at relatively equal rates, but a portion are not receiving reviews, find out why. People often leave reviews for really bad or really good experiences, so poor products may not warrant their time. Don t hide negative reviews. Negative reviews can have positive effects, and, as the data shows, the more reviews, the better. It s better to have many reviews, even if they aren t all positive. You need to continuously get new reviews on all your products. If products aren t regularly selling, they can t regularly generate reviews. So check if you have any products that could be negatively impacting your conversions. Learn how to get reviews on products that people normally don t review. Customizing the MAP Delete this text and replace it with your own content. Changing the Subject This setting affects the subject of the Type the subject you want to appear in the Subject: field. 2. Click Save Changes. Changing the Body This setting affects the text that appears in the main part of the Type the content you want to appear in the Body: field. 2. Click Save Changes 8

13 Changing the Signature This setting affects the closing text that appears in the Type the subject you want to appear in the Signature: field. 2. Click Save Changes MAP Variables You can use the following variables in the MAP content. They are replaced with the appropriate values when the MAP is sent: Variable {store_name} {user} {product} {order_id} {order_date} Description Your store name, as defined in your Store Settings. The name of the customer, as they entered it. The name of the product the customer purchased. The ID of the order The date of the order Sending a Test 1. Click Send Test. Tip: The default is the address associated with the account. You can enter a different Click Send. Configuring Bulk Purchase Options Use the opportunity when a customer purchases more than one product in an order to get more reviews for the least-reviewed ones. Use the "Least Reviewed Products" option in the Product reviewed: drop-down list under Bulk purchase settings. Changing the Product Reviewed for a Bulk Order This setting affects whether MAPs for the most expensive or least reviewed products in a bulk order are sent first. 1. Choose the order in the Product reviewed: drop-down list. 2. Click Save Changes. 9

14 Sending MAP Reminders Make an extra reminder after the first MAP. Only customers who have not written an original review will receive this reminder, so you don t have to worry about spamming your customers with added s. Setting Days After Purchase To set the interval after which the MAP is sent: 1. Enter the number of days in the Send: field. 2. Click Save Changes. Setting the MAP Time Make your Mail After Purchase reminder an appropriate amount of time after the order is placed. Although we only send Mail After Purchase s for Complete orders (or for some other order statuses, depending on your platform), we send the Mail After Purchase reminders according to the amount of days after the order date of the purchase, not when you changed the order to Complete. If you frequently have customers with delayed orders, make sure you configure enough time so the customer can receive the item before the MAP . Click here for information on MAP delivery rules. Chapter 4: Site Reviews MAP Slider Note: This feature is available for Pro, Powerhouse and Enterprise Plans only. With this slider you can define the ratio of automatic site and product review requests that go out after each purchase. A good number is 70% to product reviews and 30% to site reviews. You can define the percentages by moving the slider or by typing the percentage directly into the fields. Using the MAP Slider 1. Log in to your Yotpo Admin. 2. Click Tools. 3. Click Collect Reviews. 4. Click and General Settings. 5. Click the arrow next to General Settings. 6. Scroll down to the slider. 7. Either: 10

15 Adjust the slider, or Type the value into the Site Reviews box. 8. Click Save Changes. Customizing the TRR If you want, you can customize the review . Make the s more personalized by adding information like the customer's name, product purchased and so on. Use a tone of voice that matches business/ website language. Accessing the TRR Page 1. Click Tools. 2. Click Collect Reviews. 3. Click Targeted Review Requests. u The Targeted Review Requests page opens. Changing the Signature This setting affects the closing text that appears in the Type the subject you want to appear in the Signature: field. 2. Click Save Changes Changing the Body This setting affects the text that appears in the main part of the Type the content you want to appear in the Body: field. 2. Click Save Changes Changing the Signature This setting affects the closing text that appears in the Type the subject you want to appear in the Signature: field. 2. Click Save Changes Variables You can use the following variables in the content. They are replaced with the appropriate values when the is sent: Variable {store_name} Description Your store name, as defined in your Store Settings. 11

16 {user} The name of the customer, as they entered it. Sending a Test 1. Click Send Test. Tip: The default is the address associated with the account. You can enter a different Click Send. Sending Targeted Review Requests Manually Site Reviews Automation Note: Note: This feature is available for Pro, Powerhouse and Enterprise Plans only. Only use the Site Reviews Automation feature if you could not successfully integrate the Mail After Purchase feature. Customizing the Site Reviews Automation Changing the Subject This setting affects the subject of the Type the subject you want to appear in the Subject: field. 2. Click Save Changes. Changing the Body This setting affects the text that appears in the main part of the Type the content you want to appear in the Body: field. 2. Click Save Changes Changing the Signature This setting affects the closing text that appears in the Type the subject you want to appear in the Signature: field. 2. Click Save Changes Variables You can use the following variables in the content. They are replaced with the appropriate values when the is sent: Variable Description 12

17 {store_name} {user} Your store name, as defined in your Store Settings. The name of the customer, as they entered it. Moderation Another way you can generate site reviews is in the moderation tab, you can post individual product reviews as site reviews manually. Posting a Product Review as a Site Review 1. Log into your Yotpo Admin. 2. Click Moderate. 3. Click Review. 4. Find the product review you want to post as a site review or as a site review and a product review. 5. Click. 6. Select Post as site review or Post as both product review and site review. u The review appears in the appropriate category and the reviews count for each category is updated. The Facebook Reviews Page Note: This feature is available for Powerhouse and Enterprise Plans only. Another way to get site reviews is by asking for them on Facebook by sharing a link. You can copy this link to publish it manually or post it directly from the page to your Facebook account. When your customers click on the link, they reach a landing page where they can leave a site review. Facebook review requests are not sent by . Collecting Reviews on Facebook 1. Click Tools. 2. Click Collect Reviews. Tip: You can customize, preview and save the outgoing . To post the link on your Facebook page. Click Post. To copy the link manually so you can generate site reviews from s or other web pages, click Copy Link. The Reviews Tab You can allow your customers to write site reviews using the Site Reviews Tab in the Reviews Widget. 13

18 Showing the Site Reviews Tab on the Reviews Widget 1. Log in to your Yotpo Admin. 2. Click Tools. 3. Click On-Site. 4. Click Reviews Tab. To show both product and site reviews tabs, select Show both tabs. To show site reviews only, select Show only site reviews tab. 5. Click Save Changes. 14

19 Revision History Version Date Changes 1 11/16/2015 First version of document 15

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Dealer Reviews Best Practice Guide

Dealer Reviews Best Practice Guide What do I do if I get a negative review? Well, the first thing is, don t panic. Negative reviews aren t the end of the world, they actually help build trust and credibility