Master in Strategy and Creative Brand Management – UPF-BSM Learn to conceptualize a brand and define its creative and communication strategy. IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online 68% of those surveyed are more confident when they see both good and bad scores, and 95% suspect censorship or false reviews when all are positive A new study prepared by the Reevoo company shows that the commitment to the adoption of social commerce leads to greater customer satisfaction and that a moderate set of negative reviews on the company’s product or service offer has a positive impact on the business. Successful social trading relies entirely on trust. Consumers value criticism from other buyers like themselves much more than they value information from official sources such as advertising or sales assistants. The study shows that consumers are naturally skeptical when all reviews are positive, as they believe that not everyone can be satisfied. Thus, 68% of those surveyed trust criticism more when they see good and bad scores and 95% suspect censorship or false reviews when all scores are positive.

Negative reviews increase ‘engagement’. Consumers who actively seek negative reviews are in the majority Romania Email List spend more time on the site: 17.6 minutes on average compared to 3.2 for consumers who do not seek them, and their goal is none other than to make the best purchase decision . For this reason, these consumers visit a page up to 4 times more than the rest of the consumers. The study also reveals four consumer motivations for negative reviews: Consumers are looking for complete information; Consumers don’t always agree on the negative points; Consumers don’t just read negative reviews; Consumers are aware and suspicious when there are no negative reviews. Also, negative reviews increase conversion rate and consumer satisfaction. The increased conversion rate is a natural consequence of consumers spending more time on a certain website, viewing more pages, and trusting what they read. Thus, the study shows that consumers who search negative review pages reach a conversion rate of 67%.On the other hand, in terms of customer satisfaction, since negatively rated products are those of lower quality, the chances that customers who read these reviews will buy said products and be disappointed will be reduced, thus significantly reducing the possibility that a consumer acquires a bad product, and therefore dissatisfaction is considerably reduced.

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In short, bad reviews are good for business as long as they are not the norm and majority. It is clear that a high number of bad reviews ends up being negative for the brand. In this sense, the Reevoo study shows that the use of proactive participation leads to fewer negative reviews: proactively requesting feedback encourages a greater number of responses from users without extreme opinions. Thus, only 6% of the reviews are negative on average compared to 26% in the case of a passive collection. Finally, the data show that consumers value good customer service in relation to their negative responses: 18% of consumers are loyal after receiving an official response to their negative opinion. What’s more, 50% say that customer service influences their purchase decision and 68% would spend more for that good service.

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