Why do I need customer reviews?
Customer reviews can seem very unpredictable and risky to a lot of ecommerce store owners; many preferring to not utilise a customer review system simply because they are unable to control what people say. In doing so, these store owners are missing out on a massive sales and conversion driver. In 2016 it was found that 88% of online shoppers incorporated customer reviews into their decision making process and 63% of customers were more likely to buy from a site with customer reviews. That is why it is incredibly important to implement a review system on your site.
(Source: webrepublic.com, iperceptions.com)
88% of online shoppers incorporated customer reviews into their decision making process.
Customer reviews have the ability to eliminate any doubts that a potential customer may have about your product and therefore increase trust in both your brand and what you offer. Increase in trust = increase in conversions. They can also aid in the selection process and allow the customer to make an informed decision about the exact product that they require. Consumer recommendations are trusted far more than product descriptions by manufacturers and have been known to produce an 18% uplift in sales. And let’s face it, who doesn’t want increased sales? (Source: revoo.com)
OK, but what about if I get a bad review?
It’s unreasonable to believe that you’re going to please every single customer, every single time. Unfortunately this is the nature of the world of online retail. So you receive a bad review; the first thing to remember is that it’s not the end of the world. What is important however, is how you deal with the bad review. You’ve probably heard the line, “All publicity is good publicity.” It is similar with the review process. All reviews are valuable, good or bad. It can help you improve your customer service and allow your customers to see how you handle difficult situations.
52% of online shoppers say that they trust a product more if it has a few negative reviews. (Source: capterra.com) Many customers construe 100% positive feedback as being fake so a few negative reviews can make the positive reviews more trustworthy and believable. This is not to say that you should strive for negative reviews. It’s more about the ratio of negative to positive if you do happen to receive a bad review. Make the most of the opportunity to talk to the customer and solve the issue.
So while there is the possibility of receiving a bad review, the pros far outweigh the cons when it comes to customer reviews. When implemented correctly, you’ll reap the benefits.