We (and the rest of the internet for the past decade) have already spent some time convincing you of the importance of acquiring online customer reviews for your business. (Did you know that in a recent HubSpot Research survey, 1/3 of respondents said review sites played an important role in their purchasing decision-making process?)
But if you're new to customer reviews or not sure where to find them, let's brush up on some basics and highlight why they're relevant for your business.
Customer reviews are pieces of feedback given to a business based on a customer's experience with the organization. These reviews can be public or private and are collected by either the company or third-party review sites. By obtaining and analyzing customer reviews, businesses can measure customer satisfaction and improve their customer relations.
Benefits of Customer Reviews
There are two major reasons why customer reviews are important. First, negative or neutral reviews provide your company with an opportunity to learn and develop. You can see exactly where your business is failing to meet customer needs and remove common roadblocks in the customer journey.
For particularly poor reviews, reps can follow up with these customers and prevent potential churn. They can highlight specific pain points and craft personalized responses geared to specific problems. This makes your customer service team appear more invested in your customers' goals, which results in fewer negative reviews and increased customer retention.
The other major reason for obtaining reviews is the opportunity to share them with potential customers. Positive reviews can be used as customer testimonials during lead acquisition and can help you add more contacts to your CRM. In fact, 92% of consumers are more likely to purchase a product after reading a positive online review. So, don't just pat yourself on the back the next time you get a five-star review; Make sure everyone knows how good a job your company is doing.
With that in mind, it's not safe to assume we all know where to track down those positive customer reviews. I mean, we might all be able to rattle off one or two sites ("Yelp! And I think you can get them to show up in Google Maps, too?"), but we don't exactly have a laundry list of options at our disposal
Check out our list of the best product review websites for B2B and B2C companies. Keep in mind that every industry has niche sites, too. For instance, those in the restaurant industry may want to be on UrbanSpoon or OpenTable. This blog post won't get into sites that are specific to one industry, but it will provide review sites that apply to businesses in almost any industry.
Best Customer Review Sites
- Amazon Customer Reviews
- Angie's List
- Consumer Affairs
- Google My Business
- Yahoo! Local Listings
- Compare Camp
- G2 Crowd
- Salesforce AppExchange
- Better Business Bureau
- Facebook Ratings and Reviews
- Top Ten Reviews
- Your Own Website
Customer Review Sites for B2C Companies
Amazon was one of the first online stores to allow consumers to post reviews of products in 1995, and it remains one of the most important resources for consumers looking to make informed purchase decisions. Even if people can and even do buy a product elsewhere, if it's sold on Amazon.com -- unless it's gasoline or drug paraphernalia, that is -- then many people will look up its Amazon review before they decide to buy.
What's going to separate your product from one that looks just like it? Those shiny gold stars and good customer reviews. Products are rated on a five-star rating scale, which is broken down by percentage of reviews per star, followed by most helpful customer reviews and most recent customer reviews.
2. Angie's List
Geared toward U.S.-based service businesses, Angie's List is a "higher-end" review site, because users actually have to pay for membership. But you get what you pay for. The reviews, given on an A–F scale, are typically very well-thought out -- not a lot of that ranting and raving that's more common on free review sites. The reviews can't be anonymous, which helps cut down on fake or misrepresentative reviews, and companies are allowed to respond to the reviews posted about them, too.
It's free to set up a page for your company. Once you have yours, encourage your customers who are on Angie's List to leave reviews there -- members are the only ones allowed to do it!
Have customers in Australia? Choice is a member-funded review website based in Australia. Choice independently tests products and services and provides performance reviews to their members. The bulk of their work involves testing products and services themselves, creating product comparisons, and writing buying guides. In addition, though, they do allow members to rate and discuss specific product brands and models with other Choice members. If you have customers in Australia, we recommend encouraging those who are on CHOICE to leave reviews there.
Trustpilot is a fast-growing, community-driven consumer review platform based in Denmark, although they've expanded out of Europe into 65 countries, including the U.S. The platform for businesses helps companies from all over the world proactively collect customer reviews. It's the customers who write both product and seller reviews, keeping it third-party verified.
While they have a basic version for free (this lets you create a profile page and collect customer reviews), their paid versions let you create customizable review invitations, share ratings and reviews on social media, and link review data to your internal business systems.
Similar to TrustPilot, the Swedish-based TestFreaks helps companies proactively collect customer reviews and write seller reviews to complement them.
Another cool addition? Their question and answer feature, which lets prospective customers post questions and receive answers directly from your customer service team.
Which? is an independent consumer review organization that tests and reviews products and then writes about them. Unlike Angie's List, it's the folks at Which? who write the reviews -- not the customers. They don't accept submissions for product testing or survey inclusion, but they do encourage people to let them know about their products and services by emailing firstname.lastname@example.org.
While this leaves less room for you to influence whether your products end up on their site, it's still worth knowing about and checking in on this popular site, especially if you have customers in the U.K. The website has product reviews for everything from dishwashers and tablets to cars and credit cards. They test and review all these products themselves, and then write about both their methodologies and results. They also take customer surveys of things like the best and worst firms for customer service.
A lot of their content is free, but customers can become members for £10.75 per month to get access to a "Best Buys" and "Don't Buy" list, the latest reviews of products from their test labs, and access to their consumer legal advice service.
A nonprofit organization, ConsumerReports is an independent product testing organization that runs unbiased tests to rate and recommend products. They've reviewed over 7.7 million products, accept no advertising, and pay for all products that they test. (Fun fact: They buy and test 80 cars per year!) This is about as legitimate as it gets. As such, there's not much you can do here "except" if you sell a product, make sure it's really, really good.
If nothing else, you could take this website as a lesson in excellent content creation. For each product they review, they provide the review criteria, product overviews, a buying guide, and social sharing buttons. It's all quite comprehensive and, well, helpful. Pretty much the key to great content, am I right?
Consumer Affairs is a for-profit organization that reviews companies using an “overall satisfaction rating." This average is scored on a one to five-star scale that's updated every time a new review is submitted. Each company's page provides a list of all its reviews, which includes the consumer's star rating as well as a short explanation for their score.
Consumer Affairs also allows users to submit review recordings, which are two-minute videos where people talk about their experience with a brand. This makes the review much more compelling because you can actually see the person talk and express their genuine feelings about the company.
If you're in the travel, hotel, airline, entertainment, or restaurant industries anywhere in the world, you'll want to check out the reviews on the popular website TripAdvisor. As the largest travel site in the world, it has over 225 million reviews, opinions, and photos taken by travelers. They also have some awesome content on their about low airfares, travel guides, rental listings, and advice forums about pretty much every location in the world you could possibly imagine. A lot of people look there before making a trip.
The key to a successful profile on TripAdvisor is making it as close to the top of their popularity index as possible, so that people searching for information in a specific place see your listing. According to TripAdvisor, the popularity ranking algorithm is based on three key components: quantity, quality, and recency of reviews. Here's an excerpt of the advice they give businesses looking to improve their ranking:
Quantity: Ask your guests to write reviews, and use our management center tools to remind them after they check out. Offering incentives for reviews is against the rules, though -- take a look at our policy to make sure you understand what is and isn't okay.
Quality: Guests who enjoyed first class hospitality and a memorable experience are more likely to write positive reviews. Monitor what previous reviewers have written to see what worked and did not work best for your property so you can maintain and improve your service.
Recency: Recent reviews factor more strongly on your popularity rankings and older reviews have less impact on a hotel's ranking over time. Once again, encourage guests to write reviews to keep fresh content rolling in."
Yelp is a free review site that lets consumers rate businesses on a five-star scale. Any business can set up a profile on Yelp for free, and users can set up their own free profiles to review a business. You're free to respond to reviewers, too, but we recommend taking a balanced and polite approach to any negative reviews you receive, as Yelpers are in a pretty tight-knit community.
Yelp has also come under fire over the past few years for some slightly shady practices, like incentivizing businesses to advertise with them in exchange for gaming the search results for their business ("Pay us money and we'll push bad reviews down!"). Savvier consumers have learned to look at Yelp reviews as a whole and with the reviewer's clout in mind, instead of getting turned off by a business because of one bad listing.
That being said, it's still to your benefit to get a constant stream of positive online reviews coming to your business' Yelp account so happy customers are always at the top of your review feed -- especially if you're a location-based business. Yelp profile information contains things like store hours and location information, so your profile will often turn up when people Google your business.
Citysearch has all of the functionality as the other review sites in this category, but what makes it unique is its "best of" winners that you can search for in each city. For example, if you're a french fry lover like myself, you can search for "the best french fries in Boston," and Citysearch will give you a list of restaurants with excellent fries.
You know those reviews that show up with you search Google for a business? Yeah, those things are on this list in a big way.
Google's Pigeon algorithm update uses distance and location ranking parameters to deliver improved local search results. So, in order for your business' website to be properly optimized for search, you'll want to set up verified accounts with local directories -- especially Google's, called Google My Business. Getting reviews, comments, pictures, and so on, especially on Google, can give you a boost in search. Only verified local Google+ pages can respond to reviews.
An added bonus? Google Maps pulls that information and those reviews into the app, so having a lot of content in there will make your business look more reputable.
Similar to Google My Business reviews, Yahoo! Local reviews let users post reviews of businesses with a five-star rating system. Here's what the results might look like:
According to Search Engine Land, Yahoo! still receives about 10% of search engine share. So while you might not want to invest time figuring out the intricacies of Yahoo!'s algorithm, obtaining some favorable reviews on the Yahoo! Local Listings sure couldn't hurt for that 10%.
If you sell consumer products, Influenster is a review site you'll want to make sure you've covered.
Influenster features customer reviews and news about consumer products -- primarily skincare, beauty, makeup, hair, and other health and body products. Visitors can search the site by brand name or by a specific product they're looking for, and Influenster links to websites where visitors can buy the products.
The reviews are comprehensive and feature lots of detail and images to accompany them. So if you're in the beauty business, consider directing your shoppers to review your products on Influenster to help attract new customers, too.
Review Websites for B2B Companies
FinancesOnline is one of the fastest growing platforms for B2B & SaaS software reviews, with more than 2,200,000 visitors every month.
They gather thousands of user reviews every month, with each reviewer authenticated via LinkedIn to ensure only actual users share their experience with the community. User reviews are based on detailed surveys, which offer a really in-depth look at each tool. Algorithmic analysis is also a foundation for quarterly reports in the most popular categories.
To balance the user perspectives, each review also includes a detailed analysis prepared by the internal team of B2B software experts, who analyze key usability factors such as: features, integrations, mobile support, etc. This evaluation is then combined into their unique SmartScore™ system, which gives readers an easy reference on what the experts' community thinks about each business solution.
As an added bonus, their product pages rank high in Google, so getting a few positive user reviews on their site could beneficial for your brand recognition.
16. Compare Camp
Compare Camp is a B2B review site that deals primarily with business software. If you're looking to introduce a new tool or system to your company, Compare Camp can help you pinpoint the exact software that's right for you. Not only does this site show you how other people feel about a specific product, but it also lays out the key benefits of the product as well as any new trends that may be occurring in that particular industry.
When you first navigate to the site, Compare Camp provides you with a list of software categories to choose from. After you select a section, it gives you a description of the category along with a detailed list of product and company options. Compare Camp also explains any varying types of products within that section as well as the top features you should look for when buying that software. It's a very handy guide to have especially when you're considering a product that you haven't purchased before.
17. G2 Crowd
If your business sells software, you'll want to be sure you have a presence on G2 Crowd. Every month, more than 3 million people looking to buy software read the 1+ million user reviews on this website so they can make better purchasing decisions.
G2 Crowd operates kind of like Yelp, but in a specific niche. Companies are reviewed on a five-star scale, and reviews cover everything from setup and ease of use to security and support. Reviewers answer questions like "What do you like best?"; "What do you dislike?"'; and "Recommendations to others considered the product." Also, you can upvote and downvote others' reviews.
Like G2 Crowd, TrustRadius is an online review site for software businesses. Reviewers on the site are authenticated via LinkedIn to make sure they're users (although the reviews themselves can still be anonymous), which allows users to see what their LinkedIn connections are saying about particular pieces of software on TrustRadius. This adds a layer of trust for someone reading the site.
You can use the site to browse reviews of individual companies, or compare two companies side-by-side to compare their five-star ratings, screenshots of their products, pricing details, and user comments from reviewers.
In addition to their company reviews, they've put together a whole bunch of buyer guides for categories including talent management software, business intelligence software, core HR software, social media, and A/B testing to help people find the right product for them based on hundreds of reviews and user ratings.
GoodFirms is a B2B research and review platform that focuses on connecting service seekers with the right software and service providers. GoodFirms analyzes the top-performing companies and software solutions based on three important pieces of criteria: Quality, Reliability, and Ability. These metrics are further segmented into authentic feedback by customers, a portfolio of the company, its market penetration, years of experience, and serviceability. The companies are then ranked based on their cumulative research scores. GoodFirms offers quick filters to sort the service providers by their hourly rate, location, and the number of employees.
Have an app on the Salesforce AppExchange? Then you'll want to keep track of your app's ratings and reviews there. Reviews are based on a five-star rating system, and each app has reviews listed with the most helpful positive review and most helpful negative reviews first, followed by all reviews, from which users can filter by rating, date, and helpfulness. They've embraced transparency, letting users access thousands of reviews and see the number of downloads with just a few clicks.
Customer Review Sites for Both B2B & B2C Companies
A nonprofit site, the Better Business Bureau (BBB) evaluates all types of businesses against a set of best practices for how businesses should treat the public. They don't directly recommend or endorse any businesses, products, or services; they simply provide the public with the information on their site about businesses, and whether they have met the BBB's accreditation standards. They will also review both accredited and non-accredited businesses.
A business' profile listing on the BBB contains general overview information, like a short company bio and the company's accreditation status, a history of any complaints made about the business and whether they were resolved, customer reviews, and the BBB's A - F rating of the business.
Glassdoor is an employee review site that helps anyone -- from prospective employees to prospective customers to investors -- get an idea of what a company is really like from the inside. In other words, it helps measure the more qualitative factors of things like valuation.
Employees can share what it's like to interview and work at their companies, and the site shows visitors which companies are rated highest by their employees. Many employers use it to build their employment brand so they can target and recruit candidates, but you can also use the reviews to share ideas internally for improvement among your management team.
Creating an employer account is free, and it's easy to track and respond to reviews. For example, you can set up alerts so you get an email each time a new review is posted so you can acknowledge and respond to each one.
Manta is a customer review site that primarily features small- to medium-sized businesses. Rather than displaying the top customer reviews right away, Manta organizes search results based on the relevance of your keyword. Then it displays the list of companies with their contact information, so users can quickly connect with a business.
Manta is different than most review sites because it focuses more on connecting people than it does on reviewing products and services. To find customer reviews, you need to select a business, go to their individual listing page, and scroll past their features and products before seeing a review. That way, customers use the reviews as one of the final selling-points for purchasing a product or service.
On Manta, the goal is to rank your business as high as possible for each relevant keyword that users can search. So long as your company is in the top search results, you'll have a higher chance of connecting with leads using this site.
If you're a SaaS business, Capterra is a review site that evaluates software sold by B2C and B2B companies. It has an easy-to-use internal search engine which lets users search for software based on industry, company, or software type. Once a search processes, Capterra displays a list of companies relevant to your keyword and a brief summary describing their product(s).
Users can also compare products on the site. Capterra has a "compare to" feature which lets you select up to four companies and displays the benefits of each side-by-side. You can see everything from ease-of-use to the quality of their customer support, all in one comprehensive view. This makes it easy and efficient for users to find software that best fits their needs.
HundredX is a review site and a customer service tool. Businesses create an account on the website and ask customers to leave feedback after working with them. HundredX streamlines the process by providing tools that automatically send out surveys and collect feedback on behalf of the business. With this site, customer services teams don't have to manually seek out reviews or scan third-party sites to obtain customer feedback.
The benefit of signing up for HundredX is the reviews are private. If you get a bad review, leads can't see that feedback and be influenced by the negative comments. This gives your company a chance to correct your mistake before losing potential customers.
Other Places for Consumer Reviews
Online reviews also exist on sites that aren't necessarily built just to publish online reviews. Some businesses use their social presence and website to encourage online reviews ... and some brands just get them unsolicited, for better or for worse.
Here are some sites that, if you choose to (please, choose to) can serve as additional hubs for online reviews. And they're awesome, because they have enormous reach, and you have some -- if not entire -- control over these properties.
Did you know there's a place on Facebook for fans to leave ratings and reviews of your business? There sure is ... it's named, aptly, Facebook Ratings & Reviews. It appears on the left-hand side of your Facebook Page, and you can't move or remove it like you can other parts of your Page.
Anyone logged into Facebook can post a rating or review of a business. All they have to do is go to the Reviews section of your Page, click the grey stars to choose a rating, and then write an optional review. They can make that review public, visible to friends, or visible only to them.
The ridiculously fast-paced nature of Twitter makes it seem like a weird place to try to accumulate reviews. But while users might not always search for reviews directly on Twitter (unless you started some kind of review hashtag, perhaps), tweets are still indexed in search results. That means a user's tweet, whether complimentary or less-than, could pop up in the SERPs when someone's searching for reviews on your business.
Not only that -- there are things you can actively do with the positive tweets coming at you. For instance, we tested the element of social proof on conversions here at HubSpot, attaching three tweets that gave positive reviews on an ebook we were promoting at the time. Guess what happened? The CTA with the three tweets converted better than the CTA with no tweets. If you start to "Favorite" tweets that could serve as positive reviews in the future, it'll be easier to find them when you want to use them in your marketing.
Yes, people still use Foursquare. In fact, a ton of people are still using it: In January, Foursquare was racking up 55 million monthly active users (MAUs).
Not only can you check-in to different locations and businesses using the app, you can also leave reviews on Foursquare -- making it another interesting platform where your brand or business could be discovered by potential customers looking for suggestions -- and five-star reviews.
If your business depends on walk-in foot traffic -- restaurants, coffee shops, shopping boutiques, etc. -- make sure your Foursquare business profile is filled out and updated so people can find you when they go to check-in -- and then ask your visitors to review you there.
Superpages lets you search for businesses based on their distance from you, overall rating, industry subcategory, online videos, and even promotional coupons. Once you find a company that you like, this site shows you where the business is on the map as well as a review summary outlining all of the reviews left for the organization. Visitors can quickly assess what other users are saying about the business and use the coupon links to get the same deals as other customers.
30. Top Ten Reviews
It’s hard to resist a good top 10 list. Top Ten Reviews satisfies this craving by giving visitors a list of 10, detailed reviews for every post on the site. These posts have a wide topic range as well, touching on everything from mattresses to landscaping to laptops.
There's also a "trending" bar that shows you categories that are currently popular on the site. As a business owner, this can give you an idea of what consumers are buying more of at that particular moment.
31. Your Own Website
Finally, the one place where you have total and utter control: your website. It's an excellent place to publicize reviews you receive (perhaps embed some of those tweets you favorited?) You could carve out a section of your website dedicated just to reviews and testimonials, and even include a form so happy customers can submit their unsolicited reviews. But if you're actively campaigning for positive online reviews and you encounter happy customers who want to leave you a positive review but don't have accounts on sites like Yelp, Angie's List, or Google, it's handy to have a place on your website to publish their kind words. Consider adding testimonials to landing pages and product pages, too.
Want more? Check out our list of testimonial page examples next.
Originally published Feb 11, 2021 5:29:00 PM, updated June 15 2021