“Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential that third party reviews.” Rubicon Consulting.
Recently, I came across a study reporting that on the inclusion of consumer reviews within a website increase conversion rates. Customer reviews and recommendations simply carry more weight than your sales copy, therefore buyer conversion increases. What I found most thought provoking about this study was fact that even negative reviews increase conversion.
How can this be? How can a negative review possibly gain more buyers? Think about it from a consumer’s point of view. The simple fact of having a forum for direct consumer input does not warrant 100% trust in its content. Too many corporations have been nabbed editing negative or less than positive content only to be left posting what is deemed nothing more than corporate propaganda.
If your website accepts the public comments or reviews, you can expect there to be the errant negative posting, right? If you filter these comments, withhold or edit them, only to post the good stuff, you are setting yourself up for a world of hurt my friend. These days, there are thousands of platforms where consumers post their recommendations and experiences. A simple Google search can provide your consumer with all kinds of information about you…information you have not edited. These alternative sites are trusted far more than your corporate site and where consumers will go first. What do you think their reaction would be if they read a less than stellar comment on some other site, yet on your site it is no where to be found, or worse, edited? Your credibility is compromised and the repercussions for viral backlash are imminent (think Amazon). The public abhors this corporate tactic and will call out the guilty for the entire world to see.
What is the purpose of having a forum for communication if it is not honored for its intended purpose…honest consumer input? This type of open communication allows companies to learn, address and correct situations, therefore proving they value their buyer’s comments and ‘gasp’ are actually human. Buyers know that there is no such product or service that is perfect 100% of the time. What really matters is that the company does, in fact, care about customer satisfaction and that they are dedicated to building customer loyalty.
Amy
twitter.com/coastalgirl142
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