Meet GIESSWEIN

Step 1: Sending the review request

Using the dynamic link feature from Reviews.io, we send company and product review requests directly from the email tool Klaviyo. That way we can design the review requests in the same CI as all other emails. Another major benefit: we can send review requests through the same technical setup, which gives us better control over their deliverability. For Giesswein we work with a dedicated IP setup in Klaviyo, which ensures that review requests also reach T-Online and Freenet.

Step 2: Routing across different review platforms

There are many review platforms: Google Reviews, Facebook Reviews, Trustpilot, Trusted Shops, and more. Usually more than one platform is relevant for a company. But due to capacity constraints, most companies only focus on one. That platform ends up with a lot of reviews and a solid rating, while the others have far fewer reviews and often a worse rating — because people aren’t proactively asked, so typically only unhappy customers leave a review. With Giesswein we defined a weighting together and now send requests to Reviews.io, Trustpilot, and Google in a set ratio.

Step 3: Feedback loop back into Klaviyo

For most companies, the process ends the moment a customer clicks "Send" and submits their review. In our view, there’s a lot to learn from a review — and it can be used throughout the rest of the customer journey. That’s why we sync Klaviyo and Reviews.io in both directions. We know exactly which customer left a positive review and which one left a negative one. For positive reviews we can, for example, trigger earlier upsells; for negative reviews, we can open a customer care ticket. There are many options here — the key first step is to set up the data transfer.

Step 4: Visualizing reviews in emails

Option 1: We can dynamically embed parameters like the number of reviews and the review score into our email templates. When those parameters change, they update automatically in the email — no manual swap required.

Option 2: In every Klaviyo flow that dynamically displays products, we can also show reviews. In the abandoned cart flow, for example, the relevant product ratings can be shown next to the selected products. This is a great way to build trust, especially with new customers.

Step 5: More trust on product pages

Before our joint implementation, Giesswein had company reviews but no product reviews. We generated them in the first step, and once enough reviews had been collected for individual products, we integrated them on the product pages to strengthen trust. The CRO agency DRIP ran an A/B test and achieved a 5.2% increase in revenue per visitor.