It’s no secret that reviews can make or break a product or service. In Software as a Service (SaaS), where competition is fierce and potential customers can’t physically ‘try before they buy’, user reviews take on an even more critical role.
According to a study by Spiegel Research Center, nearly 95% of shoppers read online reviews before making a purchase, and displaying reviews can increase conversion rates by 270%. These are compelling figures! Let’s explore the power of user reviews in SaaS marketing and how you can effectively harness them to fuel your growth.
1. Collecting User Reviews
Collecting user reviews might seem daunting, but there are a few strategies that have been proven to work:
Reach Out Directly
This could be as simple as sending a post-purchase email or an in-app request, politely asking for a review. You can significantly increase the reviews you receive by providing an easy way for users to leave feedback.
Reward & Incentivise
Incentives can be a game-changer. A small incentive can often encourage users to leave a review, whether it’s a discount, freebies, or access to premium features.
Leverage Social Proof
Showcasing success stories from happy customers can encourage others to share their experiences, providing social proof that your product or service delivers on its promises.
2. Using Reviews in Marketing Campaigns
Once you have collected user reviews, they can be leveraged in various ways to strengthen your marketing efforts:
Highlight Testimonials
Incorporate customer testimonials into your marketing materials. This will provide authentic proof of your product’s value and help potential customers relate to your brand more deeply.
Capitalise on User-Generated Content (UGC)
UGC, such as customer stories, social media shout-outs, or product use cases, can lend credibility to your marketing efforts. They provide authentic proof that your product is well-liked and valuable.
Feature Reviews in Ads
Reviews can also be used in advertising campaigns. Showcasing positive reviews in ads can make them more relatable and appealing to potential customers.
3. Strengthen Growth with Reviews
Reviews not only support marketing efforts but also significantly contribute to business growth:
Improve Product Development
Reviews are a goldmine of information for product development. They can provide insights into what’s working, what’s not, and what features users might want in the future.
Enhance Customer Retention
Patterns in reviews can reveal areas for improvement, which, when addressed, can enhance customer satisfaction and retention.
Amplify Word-of-Mouth
Positive reviews can amplify word-of-mouth marketing, arguably one of the most potent forms of marketing. When users see others praising a product, they’re more likely to try it themselves and recommend it to others.
User reviews are a powerful growth engine in SaaS. You can significantly enhance your marketing efforts and fuel business growth by effectively obtaining, using, and learning from user reviews.
So, ask for them, reward them, highlight them, and most importantly, learn from them. Because the user isn’t always right, they’re your most valuable growth resource. Happy collecting, learning, and growing!
Photo by Nicholas Green on Unsplash