3 Reasons Negative Reviews Aren’t So Spooky

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.

Impact of Average Rating on On-Page 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.
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