Word of mouth, as a sales engine, has always worked. In the days of our grandparents, these were the advice of acquaintances and friends, now they are response sites.
And, unfortunately, negative reviews are written more often than positive ones, and this directly affects your profit. What is the reason for this? Anger and unjustified expectations are an excellent incentive to take action. Therefore, it is necessary to create resources under your control and correctly respond to comments. We advise you to have a feedback page on the website, in social networks, official cards on feedback and geo-services.
Why work with reviews?
Competently working with reviews, you will be able to manage your online reputation, namely:
Improve brand reputation
Increase sales
Promote the site in the search results
How do reviews influence consumer behavior?
Here, in principle, everything is clear and natural, the more positive reviews, the more sales.
Positive reviews:
Raise the average check
Increase the average check
Increase the customer retention rate
The impact of reviews on your customers?
>77% of the audience reads reviews before buying
80% of the audience visits 2 or more resources before buying
67% of the audience may change their opinion depending on the reviews
73% of the audience will not buy a product that has no reviews
How reviews affect search traffic
In the search results, geo-services such as Google Maps occupy the first lines, therefore, firstly, it is important that you have a completed card on the maps, and secondly, that the score on it is high, or not lower than that of competitors. It is also important to have a feedback page on the site.
What will it give you:
Additional unique content
Traffic growth for low-frequency queries
Improving behavioral factors
As a result, the interest from the audience increases and the number of clicks on brand queries increases.
Types of reviews
Reviews are distinguished by emotional coloring: negative, neutral, positive.
It is also worth understanding whether this is a real response from your client or a fake one ordered by your competitors. The method of working with it will depend on this.
Positive ― reflect a high degree of customer satisfaction with your product.
Negative ― broadcast the problems faced by the buyer when interacting with your company.
Neutral conditional “troika”, a review that does not contain a description of positive and negative aspects and evaluates the product as a whole.
Conclusion
Good reviews are the key to promoting and developing your brand. But in the pursuit of reviews, you need to understand that custom-made comments of the same type will only lead to reputational losses and a drop in sales.
How to properly work out each of the types of reviews can be found in our next article.