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Positive and negative reviews: how to deal with them
One of the factors that influence the purchase decision is reviews. Despite the fact that they are all subjective evaluations based on many aspects, consumers tend to trust such opinions. It is important for a company to pay attention to reviews, they allow them to identify existing problems as well as customer needs.
Evaluate not only the positive or negative nature of the feedback but also their number. The more reviews, the more people used the product or service, which means it is popular one way or another. According to studies, 30% of users consider reviews to be the main argument when choosing a product. If a product does not contain positive comments, 90% of consumers will refuse to buy it.
For the promotion of a product or a company as a whole, feedback plays an essential role. For example, 50 or more reviews left contribute to a 4.6% increase in conversion.
People tend to trust the comments of unfamiliar users more than product descriptions. Understanding the importance of reviews, many companies do their best to increase positive feedback, but it’s not always a good result. According to studies, if a product contains only positive comments, 95% of customers will refuse to buy it. Such a perfect picture makes users think that reviews are artificial, or negative evaluations have been deleted. At the same time, if there are at least a few negative reviews, the consumer stays on the product page 5 times longer, and the conversion can grow up to 85%. The combination of positive and negative comments gives the understanding that they were written by real people who actually dealt with the product or service. As a result, the level of trust in the product and the company as a whole increases.
Negative reviews work to ensure that consumers do not have inflated expectations when purchasing a product or service. Researchers from the University of Groningen studied 600 thousand purchases and concluded that products with positive comments have a high percentage of sales, but they are also often returned. Another thing is when there are negative reviews, where the problem is clearly and understandably described and the low evaluation is argued.
There are also neutral comments, which have an impact on conversion. They are conventionally divided into two types – indifferent-neutral and mixed-neutral. The first most often does not bear substantial benefit to the consumer in the choice, and the second tells about the advantages and disadvantages that provoke further study of the product, but not his purchase.
One way or another, all reviews carry some benefit, it is important not to overdo the positive ones. The main thing is that the comments are left by real consumers, and not written to order.