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Common Issues with Customer Reviewsby Kitzia Picon, Social Media & Content Marketing on Sep 7, 2017 / Perspective
I’ve talked about how you can use customer testimonials to generate more revenue. But what happens when the reviews aren’t stellar? How do you respond or how do use those negative reviews? Do you show the product rating if it’s negative? Let me answer these questions!
Showing Product Scores
Showing off the 5-star(or 4-star) rating for your products shows people have purchased and have loved the product enough to leave a review. But what if you don’t monitor the ratings, the default is to show the first rating, and that rating is 1-star? It doesn’t look good for you, the seller. Especially if it’s a newly launched product. What do you do to avoid the 1-star pitfall like Ikea?
Change the settings. Change the threshold of when reviews start to display. If there are only one or two reviews, keep the message of “Be the first to review” or something similar, live. That way there are more reviews and the score is better reflected than the 1-star review.
Screenshot of Ikea Product
Negative Reviews and Scores
You will get a review with less than 5 stars. That’s just the way it is. Murphy’s law, anything that can go wrong will go wrong. What do you do when it does? Well, there are a couple of things that you SHOULDN’T do. Fixed the review, change it or, modify it in any way. Don’t leave the less-than-favorable review out either. You’re not the only one with a bad score or review. Consumers are used to seeing them.
Fixed the review, change it or, modify it in any way. Don’t leave the less-than-favorable review out either. You’re not the only one with a bad score or review. Consumers are used to seeing them. Seeing negative is actually a positive and result in a more trustworthy site. Being authentic will take your eCommerce a long way. The sweet spot for ratings is between a 4.5 and 4.8. Having 5-stars across the board might tip off some consumers, make them think something is fishy is going on. Authentic, varied reviews are the way to go.
Not Answering Reviews
Answering positive reviews shows that as a brand you are engaged, care about your customers, and you are listening to what they have to say. Touch on a point that they mentioned, use this to remind them of similar styles or products coming out soon and thank them. Negative reviews should definitely be answered. Remedy the problem or issue with the reviewer. Assure them that they have been heard and that their comments will be used going forward. If it was a faulty product or wrong product, say contact will be established to fix the issue. Once the issue has been resolved ask them to update their original review/rating to reflect what was worked out and how they feel afterward.
Not All Reviews
There’s more than a few things that can go wrong when reviews are involved but there are also some great things that can come out of them. It’s finding the right formula for your eCommerce for conversions. Show reviews when you have a good sample size, whether they are positive or not, and make sure to answer them. These common issues won’t plague you now that you’ve read what they are and how to fix them.
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