The best way to leverage customer review sites is to pick two to three platforms. Set a collection rate goal and be consistent with your review campaigns. Then, cross-promote your glowing reviews for credibility. The sales engagement platform Groove has done just that. It ranks number one in Enterprise Customer Satisfaction on G2 for 17 quarters, including a streak of nine straight quarters. Before Clari acquired Groove in August 2023, it had $61M in series B funding.Product-led marketing has undoubtedly contributed to Groove's growth. But don't underestimate the impact of a well-executed review strategy. In B2B SaaS, reviews are among the most influential factors in the buying process.This post will share nine actionable strategies for using SaaS customer review sites, including the abovementioned best practices.
#1 Pick 2-3 platforms, max. Here’s how to prioritize.
Don’t spread yourself too thin. Choose two to three review platforms and focus on getting the top rankings in your category. Which review websites should you pick?Start by googling “{your brand} reviews.” Let’s use the help desk software Helpscout as an example.
The results show that review websites G2, TrustRadius, and GetApp get the most traffic, in this order. But that really doesn't tell us the whole story.Among these, identify the platform with the highest ranking potential. Consider the number of reviews needed to reach the top three spots and the review velocity (the rate at which new reviews are added).For instance, if a platform requires fewer reviews to secure a top-three spot and has a slower review velocity, focus on this platform. In the case of Helpscout, TrustRadius represents the best opportunity. The top three results have an average of 172 reviews and an average of seven reviews published in the last 30 days. [ninja_tables id="2657"]GetApp is the next best, with an average of 2,376 reviewed but the same velocity of seven. But you can pay to play on Getapp, and bid instead to rank top 3. Helpscout could realistically aim at being considered top 3 helpdesk software on 3 websites of the top 4 on their main keyword by spending somewhere around $5k to $10k on Capterra & Getapp, and by getting 120 reviews on Trustradius. Instead, it looks like they've been focusing on getting reviews on G2, where they rank... #16. Not only that, G2 is also the platform where competition is 4x that of the other two platforms.Either go big, or go home, but spending so much energy to rank top 20 is never a good strategy. If the goal is to send as many reviews as possible to TrustRadius. Aim to at least double the average velocity, which is 14 five-star reviews per month.For the other two platforms, aim to gather 10-20 five-star reviews per quarter. This will get the ball rolling and ensure a steady stream of fresh, high-rated reviews.Once you have secured a top-three position on your primary platform, shift your focus to the next platform with the highest-ranking potential. However, while doing this, maintain the average review velocity of the top three positions in your top platform.So, for TrustRadius, maintain an average of seven reviews per month. Avoid going overboard by getting 15 or underperforming by only getting three. Stick to the average. This ensures a steady flow of reviews, which is crucial for maintaining your top ranking.
#2 Use integration marketplaces to increase your conversion rate
If integrations are a crucial part of your business model, tap into these integrations' user base for reviews.Let's take the example of Salesforce.
If your product's Salesforce integration is proving valuable for your customers, direct the users of this integration to post their reviews on the Salesforce AppExchange marketplace. Avoid general review platforms like G2. The reason? AppExchange users are already familiar with Salesforce and are more likely to trust reviews from fellow users.These reviews can also serve as powerful testimonials for potential customers considering using your Salesforce integration. They can read firsthand experiences of real users who have achieved significant ROI from using your integration. This can greatly increase their likelihood of trying your product.In addition to Salesforce's AppExchange, several other integration marketplaces are worth considering. For example, the Atlassian Marketplace is for Jira and Confluence users. Likewise, the Shopify App Store is for eCommerce businesses, and WordPress has a plugin marketplace.These platforms are often less competitive than general software review sites. They offer an excellent opportunity to stand out and reach potential customers interested in integrating with their existing software.
#3 Set a realistic collection rate. Then, optimize it.
Your collection rate is the proportion of your customers who leave a review when asked. So if you request reviews from 100 customers and 15 of them respond your collection rate is 15%.Most businesses settle for the standard quarterly campaigns run by platforms like G2 and Gartner. But these campaigns generally yield a 15-20% collection rate. Don't settle for the average. Aim for a higher benchmark—a collection rate of at least 35%. Achieving this rate may need more proactive outreach and follow-up. However, the payoff of increased customer feedback and improved online visibility is well worth the effort.Start by calculating your collection rate, and use the rest of the suggestions in this post to increase your conversion. Watch how your actions influence your conversions, and optimize, optimize, optimize.Owning the customer relationship is a crucial aspect of this strategy. Customers who review your product engage with your brand on a deeper level. This interaction provides an opportunity to strengthen your relationship with the customer. This can lead to higher loyalty and increased lifetime value.That's why it's important not to get locked into a single platform for collecting reviews. Your customers are reviewing your product, not the review platform. By diversifying the platforms where you collect reviews, you can maintain direct contact with your customers and control the review collection process.With reviewflowz, you have complete control over your customer data. With that information, you can create sophisticated review generation campaigns. Based on your criteria, you can send customers to different platforms.This level of qualification and personalization will increase your collection rate. You can expect to see results after setting up your first campaign.
#4 Run “always-on” campaigns to improve your rankings
One of the most effective strategies for collecting reviews is "always-on" campaigns. This means consistently asking for customer reviews. Don't do one-off mass outreach campaigns. The reason for this is twofold: recency and relevance.Recency plays a significant role in the effectiveness of your reviews. On most SaaS review platforms, newer reviews have more weight. They can positively impact your ranking more than older reviews. This is because these platforms are in a constant battle for search engine positions and need fresh content to stay relevant. A review that's three months old is considered less valuable than one that is just a week old. This is known as review decay.
[Source]By getting two reviews per week, you could rank higher than nine reviews per month in a blast campaign.Not having recent reviews can also reduce your conversion rate. Customers often look for the most up-to-date feedback when evaluating a product. This is especially true in the SaaS industry, where products are frequently updated and features are added rapidly. A tool that hasn't received a review in several months may be significantly different today. Potential customers may question the relevance and accuracy of older reviews.
#5 Escalate your review requests
An efficient way to increase collection rates is to escalate requests. Imagine you've asked a customer to leave a review for your SaaS product on G2, and they've done so. After they submit their review, you can ask if they would also consider sharing their thoughts on Capterra. A classic "foot-in-the-door" play, but it works incredibly well. Here's why: What you're effectively doing when reaching out to your customers for reviews, is looking for your most engaged ambassadors. When you find one, and you ask them for more, you're acknowledging their ambassador status. Really this campaigns should be thought of as segmentation tools rather than email blasts. Which is also why you should never outsource these campaigns to review platforms. Once again for the people in the back: Do not, under any circumstance, let the review platforms run your campaigns.Guide your customers through the process, highlighting differences across the platforms' review fields. This ensures unique, valuable feedback that platforms' algorithms won't flag for duplicate content.After submitting the review, ask the customer to notify you or fill out a quick form. This helps you track who has reviewed your product on which platform. It contributes to a comprehensive overview of your reviews.To automate this, create a series of emails or messages triggered by specific actions. For example, after a customer submits a review on G2, email them thanking them and asking for a review on Capterra. A follow-up email can then ask them to confirm their submission.Again, these automatons are easily managed in reviewflowz, but you can also use any customer communications software.
#6 Target reviews for search ads
If you rely on search ads for lead generation and customer acquisition, focusing on accumulating reviews is crucial. Do this on at least one Google-certified platform. This strategy is particularly effective for businesses targeting specific geographical locations (geos).Say you're targeting customers in the United States and Canada. You should aim to collect at least 100 customer reviews in each geo on a single Google-certified platform.Why just one platform? Concentrating your reviews on one platform can help you secure star ratings on your Google search ads. The selected platform derives these ratings from customer reviews. They can enhance the visibility and appeal of your ads.Platforms like Trustpilot, among others, are Google-certified and widely used for this purpose. But the choice of platform will depend on your target audience and where they're most likely to post and read reviews. (See #1 about prioritization.)The impact of this strategy on your click-through rates (CTRs) can be substantial. On average, having star ratings on your search ads can boost your CTRs by up to 35%.
#7 Invest in pay-per-click ads. Quite often, it’s more effective.
Pay-per-click (PPC) advertising can often be a more effective and efficient way to increase your visibility on software review platforms. This is particularly true for platforms like Capterra, GetApp, and Software Advice, which follow a PPC model. This strategy is beneficial when the competition for organic reviews is high.
Capterra, GetApp, and Software Advice use the same reviews. While this isn’t widely known, it allows you to maximize ad spend. Here's how it works.Your bid, not the number of reviews you have, defines your position in the listing. These platforms claim that reviews help with a "quality score" that could improve your ranking. But this doesn't account for much. In other words, having more reviews won't necessarily get you a higher spot if other businesses are outbidding you. It’s a pay-to-play game.So, if more than three competitors bid on the main category of "Help Desk Software," the competition for organic ranking (based on reviews) becomes less viable. Instead, investing in PPC advertising on these platforms is much cheaper and faster.By placing a higher bid, your product can secure a top spot on the listing, making it more visible to potential customers browsing the platform. This increased visibility can lead to higher CTRs and, ultimately, more leads.Investing in PPC doesn't mean you should ignore accumulating reviews. Reviews still play a critical role in providing social proof and building trust with potential customers. However, a well-planned PPC strategy can deliver quicker and more cost-effective results when gaining visibility on platforms like Capterra, GetApp, and Software Advice.
#8 Add a personal touch to review requests
Adding a personal touch to your review requests can increase the chances of your customers leaving a review. The key lies in the timing and tone of your requests. The most effective time to ask for a review is after a positive customer interaction.Suppose a customer contacts your support team with an issue, and your team solves it quickly. The customer feels satisfied with the interaction and your service, making this the perfect time to ask for a review.You could say, "I'm glad I could help resolve your issue. If you found our service helpful, could you please take a few minutes to leave a review? Your feedback not only helps us improve but also helps other users understand the quality of our service. Thank you, [Your Name]. "Personalization isn’t just about using the customer's name. It's also about referring to specific situations or interactions with the customer. This shows that you’re attentive and value your relationship with them.When writing your review request, try to use "I" and "You" instead of "We". This gives the impression of a one-to-one conversation and can make the request feel more personal and genuine. It can make the difference between a customer feeling like they're part of a mass outreach and them feeling like they're being personally recognized for their time and effort.Another approach is building review requests into your customer feedback process. If you’re collecting data through NPS, CSAT, or CES surveys, send a personalized follow-up message if a customer responds positively.
#9 Use rewards: it still works
Motivating your customers to leave a review can be challenging, but offering a reward can incentivize them to take action. This reward could be a discount on your product, a free add-on or upgrade, or even entry into a prize draw. For example, you could offer a 20% discount on their next subscription payment or a free month of a premium feature. This would incentivize customers to write reviews and help build customer loyalty and satisfaction.Here's an email I received the other day, which I really liked.
What I like about it:
- It's simple, straightforward, and to the point. There's no fake personalisation, no adjective, no adverb, no future or past tense. It might sound really basic, but this is what good copy is.
- The offer is simple and easy to understand. You write a review, and they refund the latest invoice. Nothing fancy, nothing complicated. Obviously this works for B2smallB, you wouldn't do this with Enterprise customers. Not only would the latest invoice be worth a lot, the average user wouldn't care that much if it was refunded.
- The process is explicit and simple. Want to get your refund? Reply to this email when your review is live.
Here's what I don't like about it:
- There was no context to this email. It just "popped into my inbox".
- There was no follow-up to this email. Follow-ups are the cheapest and easiest way to increase marketing pressure. There is zero valid reason not to use them.
- It says "honestly" and "honest" twice. If you're saying you're being honest, you typically aren't being all that honest
Another approach is to incentivize your staff to ask for customer reviews. Offer a bonus or some form of recognition to the team member who secures the most reviews in a given period. This can encourage your team to seek customer feedback and build a more customer-centric culture within your company.You could run a competition among your customer success team. The team member who gets the most customers to write a review could win a day off or a gift card. This can motivate your team to engage more with customers and to ensure they have a positive experience worth reviewing. Remember to mention that you're rewarding staff for asking for a review. This maintains customer transparency and trust.
