I’m constantly getting emails from friends and people whom I have worked with, about their new products. I’m really happy about my surroundings, where people are constantly producing new stuff. It’s somewhat inspiring and gives me even more drive to keep building every day.
Google Your Own Product First
What is really disappointing is, when I look up your product and see only negative feedback. Now, we all know that you can never satisfy all of your customers. In the past, I had a chance to take over a skin care company that had a lot of negative feedback. The feedback wasn’t so much about the quality of the product, but more regarding the customer service and the marketing strategy to acquire the customers.
At the time, the company was advertising mostly on AdWords and Facebook. You can get the clients with the best advertisements and the best landing pages, but believe me, when it comes to putting their payment information, a lot of them will do thorough research. The CPA was constantly going up and down, and nobody was able to figure out why. I re-designed and coded the new landing pages so that everything was re-started from scratch.
I carefully installed all the tracking and began to just watch the user behavior. Then, I noticed something extremely unusual. I had more than 45% of the people spending over 25 minutes (YES, MINUTES!) on the order page, where the payment information was. Well, you must understand that they weren’t reading anything on the page because there was not much to read. Nobody could’ve explained to me why people were taking so long before they purchased. Then, I took the same flow as they did and once I got to the order page, I figured it out. THEY WERE FUCKING GOOGLING THE PRODUCT! How did I miss that?
So I went ahead and I did the same thing. The results were terrible. We had terrible reviews from competitors (FAKE REVIEW SITES). We had legitimate un-responded reviews on websites like Highya. We had it all WRONG. Ever since I saw that (it was a long time ago) I have been telling EVERYONE that the reviews and the user feedback are THE most important thing there is. In fact, I predicted that a few years later, it’s going to be more and more relevant.
What happens today is that you have everyone writing fake reviews. Not that all of them are fake, but with all due respect, asking your friends and family or even your MOM to write you a review on Google doesn’t actually give valuable information to your potential buyers. If I want to buy your new food supplement, I don’t care what your mom or best friend has to say about it. I want to hear from professional athletes who have tried it. And that’s what it is at, END OF STORY!
A lot of companies hire reputation management agencies such as Broadly, Birdeye etc. They have figured out a way to ’email’ your customers and give them ‘an opportunity’ to ‘review’ your product. If the reviews are over 4 stars, they go on social, and if not, they keep them for you. There are literally hundreds of companies that do that. No matter which service you are going to pick, keep one thing in mind – you are only lying to yourself. For literally $150/month, you can get your Facebook and Google Business pages to 5 stars in no time. The thing is; it’s not about personal satisfaction. It goes beyond that.
As Bill Gates said (I love that I get to quote him):
“Your most unhappy customers are your greatest source of learning.”
Very short and simple. Online business and The Internet gave the opportunity to a lot of people to sell their product. Unfortunately, a lot of bullshitters have also figured it out. The only way for improvement and progress, regardless of a field or an industry, is to improve and deliver better and better products.
The Bottom Line
5-star service on Google doesn’t mean anything, and pretty soon Google will follow Amazon and start penalizing people and businesses for fake reviews. One way or another, the truth will come out and people will be forced to focus on the reviews, on customer experience and on getting better and better, while creating actually competitive and good products. This is what business is really about. You can always get away, create a shady scam, make a quick buck and be gone tomorrow. The thing is that this is how you CAN’T make a sustainable business and steady growth.
What do you think? Let me know in the comments!