CAUTION
only ecommerce BRANDS COMMITTED TO WINNING should scroll
REASON ONE
“The 5-Star Scaries”
Consumers think 5 star average ratings seem too good to be true.
5 star ratings = drop off in web traffic
Impact of Average Rating on On-Page Conversion
5 star ratings = drop off in conversion
REASON TWO
Negative Reviews Exorcise Nightmare Scenarios
Negative reviews have become eerily more important in recent times.
This is because they assure consumers they can live with worst-case scenarios.
How many consumers specifically seek out negative reviews?
0
%
TODAY
0
%
2018
0
%
2014
REASON THREE
Negative Reviews a Superpower for Bigger Spenders
Consumers who spend more online are more likely to seek out one-star reviews.
Consumers who explicitly seek out 1-star reviews when searching review content
Average monthly spend: $0
42%
Average monthly spend: $1-$250
57%
Average monthly spend: $251-$500
65%
Average monthly spend: $501-$1,000
65%
Average monthly spend: $1,000+
71%
How to turn negative reviews into magic dust for your business
Display Them
- Consumers clearly find negative reviews useful so give them what they want
Respond to Them
- Show shoppers you care and/or have taken action
Analyze Them
- Identify and implement improvements to marketing, product and more.
