You've done everything to provide exceptional service to your customers, and positive reviews are pouring in. Yet, your brand's average rating doesn't seem to follow this trend. Why?
In this article, we’ll explain why your average rating might be stagnating despite positive feedback, and what you can do about it.
The monthly average rating ≠ the 12-month average rating
The rating displayed on your brand widget as well as on your certificate always corresponds to the average of the last 12 months. This requirement comes from the AFNOR standard.
This means that the current month's rating may differ from your annual average.
In fact, new positive reviews received recently may improve your monthly average (for example, October’s rating may be better than September’s if you received good reviews that month).
However, this improvement does not necessarily have an immediate impact on the 12-month average, which covers a longer period and evolves more slowly. This rating is the public rating.
Why?
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If you collect fewer reviews than the previous month, even with better ratings, the average may stabilize or decrease. The total volume increases, but not necessarily the sum of the ratings.
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If you collect a stable number of reviews each month (e.g., 10 in August, 10 in September, 10 in October) with a similar average, then the overall rating will remain stable.
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However, if you collect both more reviews and better ratings than previous months, the cumulative average will start to increase.
To increase your 12-month average rating, you need to collect more reviews with better ratings. The more positive reviews you receive in large numbers, the faster your average will improve.
Our tips: collect more reviews!
- Activate follow-up reminders for review requests.
- Choose a post-purchase delay that fits to send your product review requests.
- Thanks to capping, avoid over-soliciting your customers during high-pressure periods (holidays, sales, etc.).
- Personalize your email and your review request form.
- Display your reviews on your site and reply to your customers! That will encourage them to leave more reviews.
- Make sure your collection process is working properly!