It is obvious that any online store should be socially active and communicate with its customers. One of the channels of communication is the reviews which users may place in an online store or on third-party sites. The influence of positive reviews and comments works great and helps online business a lot. But the negative reviews are often perceived as evil and something that will prevent the sales. Further, we will try to understand whether or not negative reviews are so dangerous and how they really affect the potential buyers.
- Your business can’t be ideal.
Have you ever visited the online store where you can find only positive reviews concerning the products or company? Can you trust this information? To be honest, it looks unnatural and suspicious. It’s not a secret that there can be paid reviews or specially created ones. Human psychology works in such a way: if everything is OK, it is taken for granted. But if something is wrong, people prefer to share this information and write detailed reviews. Usually online store owners delete all negative reviews from their stores that is why experienced users search for real comments and feedback on third-party sites which are not interested in promotion of a particular brand or a company.
Some negative reviews seem to be more honest and it is not always a bad thing. For example, your client had some problems, and he wrote a bad review in your online store. But you reacted to this information very quickly, solved the problem and replied to the clients with your apologies and comments how the problem was solved. Problems happen in any business, and the most important question is how much time is needed to deal with them. The negative reviews give an opportunity to show that you have a professional approach to any issues and users will trust your store even more.
- Negative reviews attract more attention.
It is strange, but people tend to believe in something bad more than in something good. Can you imagine that 5 times more potential clients search for the negative reviews? They are not pessimists – they just prefer to have all the information before making a decision about a purchase. PissedConsumer
- Negative reviews impact on SEO.
Visitors search for bad reviews, so they read them more attentively and visit the relevant pages in your online store to continue their research. It is a positive impact on behavioral characteristics; visitors spend more time on the site and that is very good for SEO. Any review is the content on the site. It may include needed keywords, and both positive and negative reviews can generate traffic to the online store which is another advantage for the store owner.
- Negative product reviews can provide useful information to make a right purchase decision.
When you allow your potential customers to read all advantages and disadvantages about the products, they will most probably make the right decision concerning what to buy. Afterwards, you can avoid refunds or frustrated customers who bought something they did not want to.
Visitors who are satisfied with the purchased product are more likely to visit your online store again. Take into account that they can submit their positive reviews and even address some previous bad comments of other users. They may have their own opinion on any negative aspects and new visitors will find this information very helpful as they start to analyze products. So, negative reviews are an opportunity to provide better service.