Have you ever wondered why its so tough to get your customers to write you a review?
Email sent by a business to one of its customers is opened 18.5% (average for U.S. based services businesses) of the time. Once it is opened, the link contained in the email (e.g. link to a page onto which the consumer could write a review), is clicked on average 2.6% of the time. Depending on which study you look at (here and here are good ones), these numbers can be higher or lower but they provide a good starting point.
Now, suppose that you capture email addresses for 50% of your customers and that you send an email to ALL customers after you complete work for them. In that case, you should expect:
18.5% x 2.6% x 50% = 0.2% of your customers to get to a page to write a review.
That means that for every 1,000 customers you have, you would get 2 reviews.
Its actually a little worse than that because most customers who land on a page on which they can write a review but do not have an account on that system simply leave. For example, Google, Yelp, Angies’ List combined have less than 30% market coverage. That means that those 2 reviews you were hoping for from 1,000 customers is actually 0 or 1 review. Ouch.
Here are some great ideas to help you get more customer reviews (Andrew Shotland also mentioned some of these ideas):