- Mar 15, 2016
- Reaction score
A/B Testing Online Review Incentives Via Email Campaigns
In the past we’ve discussed the risks and rewards of incentivizing online reviews. While Yelp is notoriously strict and believes (wrongly) that even asking for a review biases it, other review site publishers are more, um, rational. Sites that have a predominantly professional audience recognize that their reviewers’ time is valuable. Providing a small reward for their time can actually motivate more unbiased reviewers to participate. But it has to be done the right way.
Last week, we collaborated with the awesome B2B software review site G2 Crowd on an email campaign to get our latest crop of Grade.us customers participating in writing reviews. Because honestly, if an online review marketing and management platform lacks online reviews, then how can you trust their value proposition? ��
G2 Crowd actually encourages and facilitates providing reviewers a small reward to review products like ours. With review incentives being a hot topic–and one that’s misunderstood or over-simplified by both proponents and detractors–we saw an opportunity to A/B test the effectiveness of incentives on online review acquisition.
We had a few questions that we wanted to answer:
- Does mentioning an incentive in the subject line of the email increase open rate?
- Would the inclusion of an incentive in the email increase the click through rate?
- Would we earn more reviews via incentivized emails versus non-incentivized emails?
- How would the star ratings compare from incentivized reviews versus non-incentivized reviews?
Discussion: The controversy around incentivizing online reviews seems to center on incentivizing positive reviews. But offering an incentive regardless of sentiment falls into another category. G2 Crowd says their research indicates that an incentive does not influence sentiment.
Where do you stand on this controversy?
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