How to get you more positive reviews - 3 most effective psychology-based strategies

Most small and medium-size businesses don't have a system for getting Google reviews. They assume reviews should come automatically, but days of goodwill are long gone. The passive traditional "please leave us a review" conversation at the billing counter has a very low success rate.

This guide will help you build a system that increases your positive reviews online steadily. No short-cuts, no paid fake reviews; follow these strategies to improve your online reputation and get more customers.

First, let's understand why customers don't leave reviews.

Why customers don't leave reviews even when they are happy

There are two reasons why customers don't leave positive reviews. They either forget or they don't bother. Even if they had an amazing experience, why would they unless you nudge them a bit?

Here are a few more reasons why you aren't getting enough Google reviews -

• Friction - Finding you on the right platform, remembering the login details, passing the bot test; these are annoying. They often abandon the first step itself.
• Bad timing - Asking for a review just after they have paid or at a time when they are most likely busy.
• Not giving enough hints - Most people don't know what to write. Businesses often do not offer a review form or prompts to help them. And when they do, they often make lengthy forms.

Instead of thinking how to get positive reviews, you need to figure out how to remove these five frictions. Once that's solved, then try the strategies we are going to discuss below.

Three psychology-backed strategies to get more Google reviews

A decade ago, businesses used to leave buying decisions to random chances. But, the game has evolved a lot and businesses have started using psychological strategies that make people do what they intend to do but hardly do; for example leaving a review or placing an impulsive order. Here are some of the most effective strategies that we recommend.

Step 1- Use the peak-end recall trigger

Psychologist Daniel Kahneman says human beings remember only two moments of an incident: the peak (whether happy or sad) and how the incident ended.

For example: you will forget the 45-minute wait if the food was good (peak). A customer looking proudly at the mirror right after the hair-cut or facial is the peak moment for a spa or salon.

The end moment is the time when the experience ends. When the customer pays the bill at a restaurant or takes his car key and leaves your service center. Even if the food is good, if your staff makes him wait for the change or doesn't really ask his experience; it's a weak end. Same for the car service centers when the staff just hands over the key instead of walking him to the vehicle and saying a good bye.

The problem is, most businesses focus on the peak moment but ignore the end ones. To get more positive reviews, you need to focus on both ones equally.

Here is what we suggest -

• Train your staff to make the ends stronger. Smiling goodbyes, compliments, congratulations, walking people off to their vehicles, asking them what they liked the most; anything that makes them remember the end will help.
• Ask for reviews when they are at the peak or at the happiest end. Not when they are distracted or busy tallying the expenses. They are least bothered about you at that moment.
• Don't ask mechanically. Take a moment to be a part of their peak or end. Engage with them and then ask.
• Never offer transactional reviews; like a 5-star review and get 10% off. It makes people feel the other reviews are manipulated.

Step 2- Use the Zeigarnik Effect to remind people

You requested people to leave reviews during the peak-end moments when trying the clothes or taking a selfie with a new phone. They said they would, but they didn't.

Now what?

The obvious answer is to remind them. But, the catch is when?

Soviet psychologist Bluma Zeigarnik discovered that the human brain holds on to unfinished tasks but quickly forgets the completed ones. The episode you haven't watched yet, the bill you haven't paid, the incomplete painting; these are all running in your subconscious mind. The same with the review they agreed to leave. Your job is to subtly remind them before they forget.

Here are some do's and don'ts of sending reminders-

• Send the first reminder within 6 hours of the experience.
• Use their name in the message. Don't send Hi, Thank you.... Use names to build a personal connection.
• Always include a link to your Google Business page or specific profile page where you want the review to be posted. Save their time.
• Send a second reminder on the 3rd or 4th day and a third on 7th/10th day. Use Reppoo to automate the review collection process.
• Do not use the same text. Change the text every time.
• Stop at the third attempt. Any more attempts will annoy the customers.

Step 3 - Service Recovery Paradox

In 1992, researchers Michael McCollough and Sundar Bharadwaj concluded that customers who had a bad experience get genuinely impressed when you fix the issues. They move on quickly and even come back to you later.

This is called the service recovery paradox.

In business, things occasionally go wrong. Your chef messes up, your staff forgets to clean the sauna, and the order gets delayed. And, sometimes even if things are perfect, some prickly client may not like it and may leave a negative comment.

Guess what?

That's actually a good thing. Studies have concluded that people often do not trust businesses with too many 5-star reviews. They actually find them fake.

So, don't panic when you get negative reviews. Don't ignore it when someone complains at the payment counter or to the staff. Rather, utilize this opportunity to show that you actually care.

Act immediately. Train your staff to be patient and listen to complaints genuinely and then offer solutions. Acknowledge; don't explain.

• Never defend, even if you are right.
• Fix issues before the service ends. Offer them complimentary services for the inconvenience. Do something extra sweet. In short, make it up.
• If a review, contact the customer immediately. Offer solutions, do them asap, and confirm if they are happy. Treat them as a priority.
• Once you believe the customer is satisfied, ask them to share or change their review. Don't force; just request. People often do.
• Never offer discounts or freebies for changing reviews.

Understand that complaints are not a threat to your business. They are just like an audition and businesses are failing at it every day. But, you must not.

Frequently asked questions on how to get more positive reviews

How do I get customers to leave reviews without being pushy?

This is quite tricky. If you don't nudge them, they won't do it. If you do, you might end up annoying them. The key is timing. Ask when they are in the right frame i.e. the memory is still fresh in their mind and they are free enough to write a review. Also, frame your review request as a favor you are asking. Like, I hope you understand why leaving reviews are important for small businesses like ours...

Such statements reduce the pressure but, at the same time, they make people feel like actually leaving a review.

How many reviews does a business need before buyers trust it?

There is no universal number but 40-50 reviews is the point where people start trusting you. And not all of them have to be 5-star ones. But, they all should be genuine reviews; not the fake ones. People are smart. They can figure out which ones are genuine and which ones aren't.

Why do some happy customers still not leave reviews?

Friction is the number one reason why people don't leave reviews. They can't find you quickly on Google, there are too many steps to write a review, or they just don't know what to write. Simply this. Send a direct link, have a QR code scanner, have a very short form, and have some prompts.

Should I worry about negative reviews?

Don't panic about the negative reviews; they will eventually come. Be prepared to deal with them. Understand how to respond to them. Having some negative reviews actually makes you more credible.