[Mis à jour le 16 octobre 2024]
Les avis Google sont au coeur de votre activité. Si vous voulez apprendre à les maîtriser, ce guide est fait pour vous. Spécialement conçu pour les réseaux de points de vente, on vous y dévoile toutes les meilleures techniques pour piloter le profil d'avis de votre fiche d'établissement : comment consulter, publier, supprimer, booster ou obtenir des avis Google. En prime, retrouvez les 6 techniques infaillibles pour que vos clients vous laissent (beaucoup) plus d'avis Google.
Pour tous les points de vente avec une clientèle locale (magasins, restaurants, salons et instituts, retail, services de proximité, agences, etc…), avoir beaucoup d’avis Google positifs est devenu crucial. 90% des clients lisent les avis en ligne avant de visiter un nouveau commerce !
Les avis Google sont un signal fort de réassurance, de réputation et de crédibilité. Il servent à la fois à attirer de nouveaux clients et à déclencher une décision d'achat. Pour un réseau de franchises, les avis Google donnent de la force à une marque et à un réseau.
D’après une étude Opinion Way réalisée en France, 74% des chefs d’entreprise considèrent les avis Google comme un levier de chiffre d'affaires incontournable. Pour tous les commerces physiques, c’est la course aux avis Google : il vous en faut un maximum.
Un flux d'avis régulier indique que vos fiches d'établissement sont constamment mises à jour et que votre entreprise est appréciée. Les mots clés qu'ils contiennent peuvent vous aider à apparaître en premier sur les recherches associées.
Les avis Google sont officiellement un des trois principaux critères de classement pour apparaître en premier sur Google Maps et sur le Local Pack, cet encart qui apparaît sur les pages de résultat Google en cas de recherche locale.
Pour un réseau de franchises, de bons profils d'avis sont extrêmement importants. Ils renforcent la crédibilité de l'ensemble du réseau et aident les nouveaux franchisés à obtenir d'entrée de jeu une forte visibilité sur Google.
Tous secteurs confondus, 89% des clients ont l‘habitude de lire les avis Google avant d’acheter un produit ou un service. Mais il n’y a pas que le nombre d’avis qui importe : il y a aussi la note moyenne.
Ce sont avant tout les avis positifs (5 étoiles) qui encouragent les nouveaux clients à vous rendre visite. Il vous faut atteindre une note moyenne élevée, mais pas forcément 5 sur 5. En réalité, c’est la note de 4,5 sur 5 qui est la plus génératrice de business (on vous explique pourquoi ci-dessous). Les avis négatifs font partie du jeu, mais vous allez les contrebalancer en générant plus d’avis 5 étoiles.
A good Google reviews profile allows you to :
It's very easy to put a Google review on a company. Too easy? That's the criticism often levelled at the platform: it doesn't certify reviews. For 81% of business owners, only real, certified customers should be able to post a Google review.
To post a Google review, all you have to do is go to a company's listing and click on "Leave a review". With no verification, false reviews are legion. This is further reinforced by the Google Maps push notification feature: you just have to pass by a business to be invited to leave a review, even if you've never been inside... As a result, fake Google reviews are proliferating, and can have a detrimental effect on businesses. For the latter, there are two consequences: you need to be able to remove false negative reviews (we'll explain how), and you need to get as many positive Google reviews as possible. Now's the time to find out how.
Read our 33+ examples of Google reviews
Vous demandez à tous vos clients, mais vous recevez peu d’avis ? C’est normal. Il est temps de passer à la vitesse supérieure. QR code, gamification, SMS de demande et tout le reste : voici tous les conseils les plus efficaces pour commencer à collecter des centaines d’avis client !
It had to be said somewhere: the number one factor in your customers' decision to leave you a Google review is the quality of their experience with you. Treat them like 5-star customers, and they'll leave you 5-star reviews.
How? 3 tips:
Easier said than done? Of course, but it's important to get the basics right before proceeding with the most effective strategies. Simply because an exceptional customer experience increases the chances of success of the methods below.
Once you've created your site page(see how to do it), make it easy for your customers to find. You can do this by creating and sharing a shortcut link to the page, or a QR code to scan.
Why does it work? Because whenever we feel like leaving a Google review, we're often too lazy to look for the review page... By the time we're able to do it (calmly), we've forgotten. By making your review page available to your customers, many more of them will follow through on their intentions.
Here are the two essential methods for linking to your review page:
Go to your establishment page, then click on "Get more reviews". Then copy the generated Google review link (in g.page/r/azerty/review format). We recommend shortening and personalizing it with a site like Tinyurl.com, for a Google review link that's easy to copy into your phone (example: tinyurl.com/leaveanavismonresto).
Take the Google review link generated above, then insert it into a QR Code generator. All your customers have to do is scan it to land directly on your review page.
Once you've got a link and a QR Code to your Google reviews, share them with your customers at all your points of contact with them. Ask for a review, explaining how useful it is for you!
Print out your Google review QR code and display it at the point of sale (store, restaurant, salon, etc.). You can use point-of-sale displays, wall posters, counter displays, etc. This reminds customers that it's easy to leave a review before they even leave the store.
Print the Google review QR code (or shortened link) on business cards. Ask all your customers to leave you a review by giving them the card, to multiply your chances of success.
Have the QR Code printed on all your packaging, with a message encouraging people to leave you a review. The QR Code takes just one second to access your review page, increasing the likelihood of action. This trick is particularly effective for restaurants that deliver via Uber Eats, Deliveroo and others.
Share the link to your review page with your customers via your social networks. Use the platform where your customers are most active: Instagram, Facebook, Twitter, etc. Ask for a DM review from customers who have shared a positive experience with you. You'll reach a wide audience at a time when they're willing to leave a review.
An in-store tablet can be used to request reviews. That said, beware: Google expressly forbids the use of a tablet or kiosk 100% dedicated to collecting reviews. A loyalty tablet like Hey Pongo's can be your best weapon for generating many more Google reviews.
Follow up your customers by email by simply asking them to share their experience. You can set up an automated email for this. What's more, you can copy the link to your Google reviews as an email signature for your customers (and ask your staff to do the same). This way, you'll reach as many customers as possible to remind them to leave a Google review.
73% of satisfied customers are in favor of leaving a review on Google. But between the time they visit you and the time they have to leave a review, many simply forget.
To get more Google reviews, you can set up an SMS reminder at a convenient time. To maximize your chances of success, the best time for SMS messages to be opened is after 5.30pm. This way, your satisfied customers will have plenty of time to leave a review.
Why send an SMS rather than an email? Simply because the open rate is 98% for text messages, vs. 20% for emails. It's a fact: many more customers interact with SMS. Average engagement rates are 30% for SMS, versus just 1.7% for email. This means that almost one in 3 customers will click on the link to your review page contained in the SMS.
To request a Google review by SMS, explain why you're asking for one. A well-timed message can make your customer reviews explode! The best tool for this is Hey Pongo, your online review gas pedal. It enables you to collect your customers' telephone numbers and program automated SMS reminders. You can ask for a review at just the right moment: once a customer comes to your store for the second or third time, or after they've received a loyalty reward, for example!
Despite your best efforts, most of your happy customers won't leave you a review on Google. That's where this last method comes in, the most effective of all! It's based on gamification, a playful customer engagement mechanism. It consists in offering your customers a game of chance that requires them to leave you a review in order to participate.
To boost your Google reviews, Hey Pongo sets up your own gift wheel. Customized with your own rewards, it will engage infinitely more customers!
A Hey Pongo gift wheel really blows your Google reviews out of the water. The case studies below prove it! Once created, you can share it across all your touchpoints. Once it's grabbed attention, it invites your customers to leave you a review (without giving a gift directly for the review). For example, the customers below have boosted their Google reviews thanks to Hey Pongo!
Your loyal customers are your best ambassadors. If they haven't already done so, it doesn't take much to encourage them to leave a Google review. Sometimes, it's just a matter of reminding them! With Hey Pongo, you can tap into your loyal customer base. By requesting a Google review (with or without awarding points), you should be able to boost your review numbers!
Discover how to build customer loyalty and Google reviews with Hey Pongo
Qui dit nouvelle unité franchisée, dit nouvelle fiche d’établissement Google avec zéro avis dessus.
Comment obtenir très vite un très grand volume d’avis Google et une note moyenne élevée ?
Les avis Google, tous vos clients sont d’accord pour en laisser, mais personne ne le fait vraiment.
Avec une roue cadeau, Hey Pongo vous propose de complètement retourner l’expérience de laisser un avis Google. Tout le monde veut tenter sa chance et tourner la roue, mais avant ça, il faut déposer un avis Google sur votre fiche d’établissement !
La roue cadeau est à partager à tous vos clients : ceux qui passent en point de vente (via un affichage type jeu concours), ceux qui rejoignent votre programme de fidélité, ceux qui sont dans votre base client…
Plus vos clients jouent, plus vous gagnez d’avis Google !
Prendre RDV avec mon conseiller marketing Hey Pongo
To see your Google reviews, you need to have opened your business listing on Google My Business. Not done yet? Find out how to add your business to the Google directory at this address.
Want to see if you've got lots of reviews for your business listing? Here are 3 ways to see (and respond to) reviews as a business:
It's vital to respond to all your Google reviews, positive and negative! It helps your site's SEO and credibility. Problem: you don't always have the time, inclination or inspiration to do it... That's why we've put together a complete guide with 30+ examples of how to respond to Google reviews.
Read the guide: How do I respond to a Google review?
Negative Google reviews are unfortunately inevitable over time. If it's never fun, take solace in this discovery: customers don't trust a company with 100% 5-star reviews! Unanimously perfect ratings are suspect. According to a Northwestern University study, the most beneficial average rating for sales is between 4.2 and 4.5.
Negative reviews aren't a problem, as long as there aren't too many of them. To manage them well, make sure you have many more positive reviews to keep your rating above 4.2.
If you receive false negative reviews, report them to Google and have them removed.
Finally, respond to ALL true negative reviews. This reduces their impact: 88% of customers say they are more likely to trust a company that responds to negative reviews.
First of all, keep calm. It's always important to give a calm, considered response. Instead of denying the problem, your response should show that the negative feedback has been heard. Acknowledge the customer's frustration. If necessary, add that you're sorry for the inconvenience.
If the unpleasantness is linked to a temporary circumstance, explain what it is. Explain that you're already doing everything you can to prevent this negative experience from happening again. Emphasize your expertise (for example, if the negative review stems from the customer's misunderstanding of your business).
Once again, keep your cool! An inflammatory response is disastrous for the Internet users who will read it. On the contrary, you can add a touch of humor if the subject matter allows! Above all, invite the customer to come back for a better experience.
Thank you very much for your comment. We are very sorry to hear that you did not have a good experience at our hotel - our mission is to provide excellent guest experiences, so we are sorry to have disappointed you. We have taken your feedback on board and will endeavour to make improvements accordingly.
Hello [name], I'm sorry you were unable to be accommodated on the day of your visit. We usually make reservations to avoid long waits. Next time, please book through our website. We sincerely hope to see you again very soon, [name of manager].
Hello [name], Thank you for your review! We are sorry that the quality of our [product] did not live up to your expectations. As a retailer, we are in direct contact with our producers and take great care to ensure the quality of our [products]! If you need any advice on their use or maintenance, don't hesitate to contact us by e-mail or messenger on Facebook. A team of specialists is on hand Monday to Friday from 09:00 to 19:00 to answer your questions :) Good day,The Team
Hello, We have taken note of your review, we understand your disappointment and we are sincerely sorry. Our teams work hard every day to offer exceptional service to each and every one of our customers. We therefore regret your comments, which do not at all reflect our high standards in terms of service quality. We have taken good note of your feedback and have already implemented adaptations to avoid the inconvenience recurring. Thank you again for taking the time to leave this review, and we hope to see you again soon, The [name] team
Hello [name], Thank you for taking the time to leave us your comment, we are sorry for the inconvenience. Could you please send us an email to contact@site.fr? We'd love to understand the inconvenience and offer you a solution. Hoping to hear from you soon, Have a nice day, [name manager].
Read all our examples of responses to negative and positive reviews
Google peut supprimer un avis non conforme :
En tant que gérant d'une fiche d'établissement, vous pouvez solliciter la suppression d'un avis Google qui vous semble abusif. Les avis peuvent être non conformes pour toutes ces raisons :
Si vous vous êtes déjà demandé quelle est la note Google idéale, votre intuition est bonne : ce n'est pas 5 sur 5 ! En effet, une note parfaite de 5 sur 5 sera considérée suspecte par la plupart des consommateurs. La perfection n'est pas de ce monde ! La note idéale est en fait de... 4,5 étoiles sur 5, et voici pourquoi.
