Good news spreads like wild fire. But bad news escapes with the speed of the light.
The same can be said about the customer reviews of your product online.
It was found through a survey that a dissatisfied customer will tell about you an average of 25 folks, while a happy one to only 15. What can we say, that’s human nature. But this human nature is actually a bad news for online businesses, isn’t it?
Another survey revealed that almost 80% of customers trust online reviews as much as personal recommendations. The same research also showed that people are taking less and less time to form opinions. This means that one bad review can tarnish your online reputation faster and with a higher impact than you anticipated.
And trust us, this impact is long lasting.
Customer reviews, be it for a product or an ecommerce service, have always helped other customers make better and more informed decisions when it comes to buying things online. Sites like Amazon.com get regular customer reviews which benefits their business.
While looking for ways in which an ecommerce company can make best use of reviews, we came across many hurdles, the primary one being:
How to ensure that each product has ‘at least’ five customer reviews?
This is a big question mark, and nothing less than a battle for businesses who are just starting up.
Suppose, you are enjoying this benefit, getting customer reviews, but more often than not, they are affecting your online image in a negative way. Instead of getting you bigger shopping carts and higher average order values (AOVs), these reviews are hindering your overall sales.
Having no reviews at all isn’t the solution. This would spark even more suspicion about your brand. People will anyway get influenced by reviews from the “review sites”. You cannot just stop it.
So, the next question marks are:
- How to manage off-site (third-party) reviews?
- How to build a positive reputation online that ultimately boosts your authority and strengthens customers’ trust in you?
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