The great, the bad and the essential. The power of online evaluations is inarguable. So how can companies remain on top of the feedback video game?
The problem of option
Choice. It’s a great thing. Yet have you ever gone on the internet to discover an electrical expert, carpet fitter or pet dog caretaker and been overwhelmed by the variety of alternatives? Ever discovered yourself scanning the online evaluation area, looking for those spiritual 5 star to assist make your choice much easier? Ever seen the word ‘dreadful’ pop-up, and had another customer’s viewpoint cement your own?
What’s more, customers aren’t simply utilizing evaluations at the point of online purchase. According to research study, 82% of consumers research study items and read reviews on their mobile phones while looking at the same product in-store. Invaluable to clients, vital to companies, evaluations can make all the distinction in between an open wallet and a closed web browser or store door.
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So, what knowledge should companies draw from these stats? If radiant evaluations of a product or service boost conversions and bad evaluations drive possible clients away, then an excellent evaluation needs to be thought about a treasured belongings. As ought to favorable feedback on social networks. Even if that feedback doesn’t drive instant sales, it can assist to enhance a business’s reliability and construct long lasting trust. The extremely procedure of evaluating permits companies and clients to build a relationship with each other, and this reciprocity, in the long term, will lead to better business.
Celebrate the good. Respond to the bad.
This means that ignoring a good review, or not responding to a bad review, is missing a trick. Businesses should share praise and encourage positive interaction on social media, without gloating or overdoing it, while using negative reviews as a chance to show their attentivity and care. Remember, reviews are a two-way street. They ignite dialogue, generate attention, offer businesses the chance to adapt and improve themselves. All serving to not just engage clients, but ideally hang on to them too.
The star factor
So, what type of reviews should companies be hoping for? And what differentiates a good review from an outstanding one, in terms of impact? There’s no denying that star ratings matter – an easy, visual way for consumers to make a confident and informed purchase. Customers look for a minimum of 3.4 stars before they’ll even consider engaging with a business, so the impact of a one-star review can be detrimental, especially if there’s not many reviews posted in the first place.
Frequency is key
This means that the quantity of reviews is equally important, if not more important, than the star factor. A study from Stanford University found that people choose products on Amazon with more reviews than competitors, even when the alternatives have higher average scores. More reviews also mean better SEO, with fresh feedback helping to drive the content machine and keep businesses on the algorithm radar.
Consistency and relevance
Consistency is also crucial for brands to construct and maintain a good reputation. If one customer review waxes lyrical about a organization, and the next tells others to avoid it like the plague, this leads to consumer uncertainty. But if a customer is greeted by a chorus of ‘superbs!’ and ‘terrifics!’, then they’re able to form an opinion quickly and take action confidently. The more recent the reviews are, too, the greater weight they carry. In fact, a recent study showed that 85% of consumers think that reviews older than three months are no longer relevant. Five stars. Frequent. Consistent. Recent. Together these four things are your golden ticket when it comes to building a positive online presence.
Finally, there’s authenticity. Businesses can’t just display their positive reviews for all to see. They must ensure they’re authentic. According to a survey by TotalRetail, if shoppers suspect a product has fake reviews, 36% wouldn’t purchase the product, and 28% wouldn’t trust the brand again. Trust is fundamental to the success of all relationships, especially those between a business and its customers. So, keep it real.
Make it easy….
The internet has brought everything imaginable to our fingertips: organic grocery delivery, tele-health, a new car delivered to our door. But online reviews play a vital role in this buying process, and can impact everything from trust and loyalty, to sales and SEO. The power of online reviews is inarguable. But 20% of customers, despite often reading them, have still never written one.
… to spread the love
Research has shown that after having a great experience with a business, consumers are significantly more likely to leave feedback if they receive an invitation by text or email. So, businesses should define their evaluation strategy and stay proactive – embracing the evaluation system, encouraging more clients to give feedback, and making it simple for them to spread out the love.