October 16, 2015 by George Eberstadt
You probably know that sending an email post-purchase to request a product review is critical to getting a healthy volume of reviews. But you may not know that it’s also essential for ensuring that the sentiment of the reviews you collect fairly represents the sentiment of your customer base, overall.
Here’s an example from Jockey.com. After switching to TurnTo for ratings & reviews, there was a period of 6 weeks when they were not sending out review solicitation emails (RSEs); the only reviews they collected were from shoppers who returned to their site, on their own, to submit one. Then Jockey turned on the RSEs. Not surprisingly, the volume of reviews they collected increased by 7X.
But here was the surprise: the average rating also improved – by over half a star, from under 3.8 to over 4.3! That’s a huge improvement, with the critical benefit of accurately signaling to shoppers the high quality of Jockey products.
Why the improvement in average star ratings? It turns out that the people who go through the effort to come back to your site to write a review, without being prompted to do so, are disproportionately the unhappy ones – the ones with a complaint to vent. So if you are only capturing reviews from this group, you are over-representing the negative sentiment in your customer base and under-representing your happy customers. When you reduce the barrier to writing reviews by sending customers an email requesting one, you get a review-writing population that is much more representative of the overall sentiment of your customer base. In the case of Jockey, the before-and-after gain of over a half-star across their full catalog is the kind of improvement you might otherwise have to do a product-line refresh to achieve.
So in case the benefits of a much greater volume of reviews aren’t enough to convince you to send out a review solicitation email, keep in mind that you’ll be more accurately showing the positive sentiment of your customer base, too!