The Power of Third-Party Reviews and How to Get More

Online reviews have the power to influence consumer decisions. Here at PrimeView, one of our employees admitted that a single negative review is enough to discourage her from purchasing products or seeking services from a business. And to our surprise, many consumers agree with her.

In a recently published article on LinkedIn, experts in business and public relations revealed that 94 percent of consumers are less likely to invest time and money in a company with a negative review. Also, 86 percent of consumers hesitate to transact with a business with negative reviews.

There’s very little room for error.

Whether a prospective customer is choosing a restaurant or considering a high-value purchase, they often rely on reviews for guidance. To compete, survive, and thrive, businesses must create strategies to collect positive third-party reviews.

In this article, we’ll provide practical tips for increasing third-party reviews and discuss why your customer service team should focus on this initiative. From bolstering brand credibility to fostering trust among consumers, the significance of third-party reviews cannot be overstated in the modern marketplace.

What Is a Third-Party Review?

Third-party reviews are evaluations or feedback about a product, service, or business. Unlike first-party reviews, which a business collects on its own, consumers perceive third-party reviews as more legitimate.

External platforms or websites unaffiliated with the business, such as Yelp, TripAdvisor, Amazon customer reviews, Google Reviews, or niche platforms like UpCity, G2, or Capterra, host these reviews. Likewise, they can appear on Trustpilot, Trustmary, Better Business Bureau (BBB), and similar websites.

Third-party reviews often include ratings (from 0 to 5 stars), written comments, and sometimes photos or videos, providing detailed insights into past customer experiences. Businesses can use these reviews to understand customer satisfaction levels, identify areas for refinement, and build trust with potential customers by showcasing positive feedback from satisfied customers.

In most cases, actual customers or users compose and publish these reviews without bias. This impartiality adds credibility to the reviews, making them a helpful resource for potential customers researching products or services.

Why Are Third-Party Reviews More Important Than Ever?

Ratings, testimonials, and reviews legitimize your website’s offerings. Roughly 80 percent of consumers trust companies with 4.0, 4.5, and 5-star ratings, and 93 percent use reviews to guide their buying decisions.

Furthermore, when customers leave comments on third-party review sites, they often link to the business’s website. This action helps create backlinks, which are crucial for SEO (search engine optimization). More backlinks from reputable websites increase the likelihood of your business ranking higher in search results.

In a nutshell, third-party reviews drive business success by:

• Building trust and credibility
• Increasing visibility
• Improving search engine ranking
• Influencing purchasing decisions (a.k.a. higher revenue for your business)

Now, you might be wondering, “How do I get more third-party reviews?” Keep reading if you want to experience the above advantages and more.

Best Practices to Collect Online Reviews

Encouraging customers to leave a review requires a strategic approach. Here are some effective ways to collect third-party reviews:

1. Create Your Profiles on Third-Party Review Sites

You can’t collect reviews if there’s no place for customers to leave them.

Although many e-commerce businesses allow consumers to leave reviews on their website, it’s not exactly the first destination a buyer will visit to find information about your business, unless they are already familiar with you. In most cases, people explore Google, Facebook, or another third-party site for reviews, and 95 percent of them read online reviews thoroughly before purchasing a product.

That being said, you must set up your profile on these platforms. Start with Google My Business, Facebook, and BBB, but don’t forget about other relevant sites. For example, if you sell products on Amazon, claim your Amazon page. If you own a B&B, list your business on TripAdvisor.

2. Encourage Customers to Write Reviews

By asking your existing customers to leave reviews, you tap into a pre-established relationship and familiarity with your brand. Satisfied customers are more willing to share their positive experiences, helping to build credibility and trust with prospective customers who may come across these reviews.

Try modifying these templates to fit your brand, then send them to your customers via email or before ending a customer service call:

• “We’re thrilled to have you as part of our community! If you’ve been loving our products/services, we’d greatly appreciate it if you could take a moment to leave us a review on [name of the third-party review site]. Your feedback means the world to us!”

• “We hope everything’s been going amazing since your last purchase/subscription/service renewal! We’d be grateful if you could share your experience with others on [name of the third-party review site]. Your review helps us grow and serves as a guide for future customers.”

If you engage in face-to-face interactions with clients, don’t hesitate to request their feedback through a review.

3. Add Your Third-Party Review Links on Receipts

Including third-party review links on receipts or payment confirmation emails offers customers a direct and immediate opportunity to leave feedback after their purchase. This method leverages the moment when customers are most likely to engage with your business, increasing the chances of receiving feedback that accurately reflects their experience.

4. Sign Up for Google Customer Reviews

As your customer base grows, reaching out to each person for reviews can become challenging. Fortunately, the Google Customer Reviews program offers a solution.

According to KlientBoost, to participate, you need to add the survey opt-in module to your order confirmation pages. This module allows customers to choose whether to leave a rating. If they do, the review and relevant transaction information are sent to Google automatically. Once you’ve gathered enough reviews, you can display the seller rating badge on your website to showcase your stats. After adding the module to your website, the survey opt-in will appear to users after they complete their checkout, and if they opt in, Google will send them an email with the survey attached. The data collected contributes to your seller rating on Google, which is the star rating visible in your PPC ads and search results. In addition, you’ll receive a Google Customer Reviews badge that you can integrate into your site, offering potential customers a quick form of social proof.

5. Provide Exceptional Customer Service

Delivering amazing customer experiences lays the foundation for collecting positive third-party reviews. According to a survey by Bright Local, 67 percent of customers will consider writing a review following a positive experience.

Keep exceeding expectations and prioritize customer satisfaction to establish an environment for generating stellar reviews – one that reflects the excellence of your business. If you need help gathering feedback or improving your SEO with third-party reviews, contact PrimeView for full-service digital marketing assistance.