Online reviews can have a huge impact on how successful your business will be. Reviews are quite often overlooked or seen as a by-product, but they should be taken into serious consideration. Positive reviews can help to increase conversion rates and ultimately increase sales, whilst numerous negative reviews can have the opposite, adverse effect.
Why are reviews so important?
Reviews are essential. A study into the impact of reviews has found that consumer reviews are nearly 12 times more trusted than product descriptions that are written directly from the manufacturer. The presence of positive reviews on e-commerce sites can help to alleviate any doubts that a potential customer may have over the products and thus aid product selection, increasing the conversion rate for visitors to the site. When given the choice of the same product from two different sites, 63% of customers are more likely to choose the site which has user reviews.
What should I do in the event of a bad review?
Research suggests that up to 67% of people will be put off making a purchase if there are between one and three bad reviews of a product or service. As such, it is essential that bad reviews are not left alone as this will only likely make matters worse. Instead, you should look to address the problem that the consumer has directly. This way it shows that you are being proactive and genuinely care about the satisfaction of your customers. Research has found that 33% of customers who received a reply in response to their negative review then turned around and left a positive review, whilst 34% of people deleted their original negative review.
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