Everyone has a story about online reviews; some are good and well, some aren’t.
So before we take a deeper dive, let’s go to the board for a few stats.
- 97% of consumers use the internet to find local businesses – Source
- 94% of consumers read online reviews; they trust reviews as much as recommendations from friends and family
- 89% purchase within a week of visiting review sites and 29 percent will do so within a day
- 82% of consumers go to review sites because they want to buy a service or product
- 80% of consumers will reverse a purchase decision based on negative reviews
Once a negative review is in place, no matter what anyone tells you it is virtually impossible to get it removed unless you can demonstrably prove it is fraudulent. We actually had this happen and someone we had never done business with, or even heard of, left a negative review on Google. No matter how much we went through Google customer service, they deemed it a legitimate review and would not provide any relief. We wound up having to write a response to the reviewer saying “…we don’t recognize your name and have no record of doing business with you. Please contact us so we can address this for you.” They took it down without discussion.
Negative reviews have a direct impact on the bottom line. Here are some specifics.
Effectively the only way to manage bad reviews is to get in front of them. By this, I mean to identify potentially negative reviews and respond to the customer/reviewer before it is published. It can be done, and we can discuss that later.
In a study conducted by BrightLocal they found that a single negative review can cost a company up to thirty customers, and in a similar study Moz found that three negative reviews can drive away up to fifty-nine percent of customers. Eighty-Six percent of people will hesitate before purchasing form a business that has any bad online reviews.
Online reviews drive local traffic. Ninety-Seven percent of consumers use the internet to find local businesses, and three in four people who use their smartphones to search for something nearby end up visiting a local business within a day. While traffic to retail businesses is down fifty-seven percent in the past five years, the value of every visit has tripled.
Grade.US found that happy customers tend to share their experience with up to fifteen individuals, and when you get those good reviews, they actually add to your revenue stream. Companies experience a revenue increase of between nine and twelve percent with a one-star rating increase on Yelp. Sixty-eight percent of customers will leave a review when asked.
And finally, negative reviews are not all bad, seventy-two percent of B2B buyers say negative reviews give depth and insight into a product or service offering, and if handled correctly they provide a great opportunity for a response that demonstrates your company’s values. Over seventy percent of consumers who have a problem resolved satisfactorily will buy from that business again.
So there are a few basics you need to achieve.
- At least a 4.0 rating on the respective platform with a minimum of 40 reviews per platform
- Current/fresh reviews that have been created in the last thirty days
- Respond to every single review your organization receives, good or bad.
- Embrace customer feedback as a core value for your company, listen, learn, improve, and prevail.
The Way to Get There
There are a lot of ways to engage customers and manage reviews. We prefer a system to do such and bowline that this approach provides a simple and effective manner to engage customers for feedback. The platform we use allows businesses to leverage positive reviews and mitigate potentially negative ones across up to severely review platforms.When integrated into ongoing communications efforts, it can drive significant change to an organization’s online ratings.
One final comment to consider, reviews count for 15.44% percent of your Google SEO…and it’s growing. – Source