![]() ![]() Many reviews flagged as “helpful” led to the best buying decisions (as indicated by low return rates). These findings echo an earlier study at Boston University, which found that returns were lowest when there was a large number of reviews. The paper recommends that sellers solicit accurate and informative reviews to maximize sales while minimizing returns. Products that had negative reviews that accurately reflected product performance had a lower return rate. The good side of bad reviews: smaller % of purchases are returned, saving money. The costs associated with product returns, the researchers concluded, offset any increase in profits from higher sales. No pre-set expectation can overcome an experience that is actually bad.Ī study that analyzed over 600,000 ecommerce purchases found that products with all good reviews and no bad ones sold better but also had a higher return rate. ![]() Of course, that only works if the wine doesn’t taste horrible. People actually experience a better wine if they think it cost more. I’m a big advocate of setting high expectations for a product, as that can actually improve a customer’s experience if the product plausibly delivers on those expectations. ![]() But, a few bad reviews that criticize features I find unimportant may increase my confidence that the product will work for me. It will also avoid a potential return for the seller. If so, bad reviews of the zoom feature will help me avoid a poor buying decision. Say, for example, that I’m thinking about buying a camera because of its amazing zoom lens. While a preponderance of bad reviews will tank sales for a product, it seems that at least a few bad reviews create an impression of honesty and increase trust.įurthermore, a bad review that includes the reason for not liking the product helps customers make decisions. The same report also showed that consumers interacting with bad reviews spent five times as much time on a website as those that didn’t, and that those customers converted at an 85% higher rate. Have you ever visited an ecommerce site and found that all the reviewers loved all the products? Did you find the overwhelming positivity a bit suspicious? If so, you aren’t alone.Īccording to Reevoo, which helps businesses get reviews and feedback, fully 95% of consumers suspect censorship or fake reviews when there are no bad ones.ĩ5% of consumers suspect censorship or fake reviews when there are no bad ones. But, there are a few situations where you can have too much of a good thing. With data like this in hand, it’s logical that most businesses strive to get positive reviews. ![]() Study: Products with reviews sold as much as 85% more vs. It’s possible that more attractive products both converted better and drew more reviews.) (Note that this is correlation, not causation. Products that had 20+ reviews converted 84% better. Bazaarvoice, a company that implements review systems, reported that a swimwear ecommerce site, FigLeaves, saw a 12.5% higher conversion rate for products that had reviews vs. To underscore the point, a Zendesk survey showed a remarkable 90% of customers reported that their purchases were influenced by positive reviews.Ĭonversion studies bear out the positive effect of reviews. This easily outpaced other factors like secure browsing and ease of contacting the company. One recent survey from software review company GetApp showed that for a third of the consumers, reviews were the most important factor in their trust of a website. There’s little doubt that good reviews normally help build trust. Is there a situation where great reviews of your product or service could reduce trust and hurt sales? (Looking for ways to improve CX with fun and surprising science? Check out customer experience keynote speaker Roger Dooley.) ![]()
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