Why should your company be responding to negative reviews? Because if you're not, you're losing an average of 70 percent of your potential customers after four or more negative reviews.
Are you really willing to lose such a huge chunk of your potential sales?
Turn the negative into a positive.
You may argue that there's nothing you can do for the customers who are already upset with your company. On the contrary! When retailers reply to negative reviews, a third of customers either deleted their original review, or replaced it with a positive review. Nearly a fifth of these customers went on to become loyal customers and made another purchase. (Source) Talk about a turn around, and all because someone gave your company a negative review!
Furthermore, if you're able to resolve an issue for your customer quickly and efficiently, there's a 95% chance your previously unhappy customer will return back to your business. (Source) If you've exhausted all possible solutions for the customer already, consider any flaws or gaps in the customer experience which could be re-evaluated. It might take just one customer to realize there's an issue with your product that can be fixed, and you don't want to miss the chance to spot that and save many others from the same issue.
Reviews are the hot spot for researching before a purchase.
Not only are reviews an important part in retaining your customers, they're also a great place to reel in your potential customers. It's now commonplace to read the Amazon reviews instead of the manufacturer's description. Reviews are nearly twelve times more trusted than the product descriptions (source) and likely the first place someone refers to if they're skeptical of making a purchase, considering 84 percent of people trust online reviews as much as personal recommendations. (Source) Check it out:
82 percent of U.S. adults say they at least sometimes read online customer reviews before purchasing items for the first time, including 40 percent who say they always or almost always do so. (Source)
Use your company reviews to your SEO advantage.
Not only are online reviews a great place to communicate with your pre- and post-sales customers, but they're also a great opportunity for you to improve your SEO for your brand - but only when replying to your positive reviews. After all, 63 percent of customers use a search engine to find online reviews about your products or services. Take advantage of that with these tips:
For negative reviews:
Reply, but don't mention your company name. You want to give your customer a solution to boost their sentiment towards your brand, but you don't want this review to have a negative affect on your brand's rankings. Make sure you give the customer a point of contact so you can continue to resolve their concerns in a more private setting, if needed.
We're really sorry you haven't been completely satisfied with our game so far! We'll send your remarks to the app devs to consider for our next updates, since our players' opinions are what make our app so successful! Please reach out to our support team if you have any more questions or concerns: www.app.com/support
For positive reviews:
Reply to these, too! Positive remarks about your brand are a great chance for you to create another opportunity in your reply (like suggesting they check out your latest product, or sharing a small discount code for their friends and family). When you mention your company name in your reply, you're also having a positive affect on your brand's ranking. Make sure to keep track of these positive reviews to share on your website in the future.
Thank you so much for your positive words about App ABC! We really appreciate you taking the time to send us your feedback, and we'll be sure to pass it on the team. Feel free to check out our latest game, App XYZ (www.app.com/xyz), if you want to see more cool stuff from us! :)
To recap, here's some impactful stats about online reviews and their effect on purchasing decisions:
- 22% of consumers will not buy after reading just one negative review. After three negative reviews, that number jumps to 59%.
- Four or more negative reviews about your company or product might take away 70% of its potential customers.
- When retailers replied to negative reviews on social media and online ratings site, a third of customers either deleted their original negative review or replaced it with a positive review.
- Nearly a fifth went on to become loyal customers and made another purchase.
- If a business resolves its issue quickly and efficiently, 95% of unhappy customers returns back to your business.
- Consumer reviews are significantly more trusted (nearly 12 times more) than descriptions that come from manufacturers.
- 84% of people trust online reviews as much as a personal recommendation.
- 82% of U.S. adults say they at least sometimes read online customer reviews before purchasing items for the first time, including 40% who say they always or almost always do so.
- 63% of consumers use a search engine to find online reviews.