Today, consumers trust their fellow consumers more than they trust the different advertisements shown in both the social media, print, and television. The past years have seen how much product reviews has become a powerful tool to convince consumers to purchase. A research done by Jupiter Research confirms that 77% of the consumers refer to the product reviews before they decide on their actual purchase.
Another study also showed that 90% of the consumers admits that the product reviews that they read online has an intensifying effect on their purchase. The customary way of sales and marketing has not retained its power as to the user generated content more specifically, the customer reviews. Sadly, most corporations has not use this kind of marketing and branding. The truth is: product reviews can establish trust among potential consumers which later on can become purchase.
It is wise for businesses to allow the consumers to air what they think of their product/s whether the comment is positive or negative. Even bad reviews has their advantages too. It has the ability to help build the trust of the consumers. Bad reviews has more honesty and credibility which helps the consumers modify their expectations.
Reevo states that negative reviews does improve the conversions to purchase by 67% which is a pretty much large number especially when translated to sales. Reevo also discovered that negative reviews of products are actually the ones that convert more. This also means, consumers are paying close attention. Surveys likewise shows that 68% of consumers trust the reviews no matter if they are good or bad. On the flip side, 30% thinks that the reviews went through censorship or if not, they are just fake reviews because no negative comment was written about the product.
Types of reviews:
- The brief overview review – This type is usually written in one page for consumers to quickly see which products has the highest and lowest ratings. Brief overview review are found in affiliate sites which is usually done in one or two paragraphs. It also has a star rating or any kind of rating. This comprises product image and a link.
- The comprehensive and full review – A longer review is much better that the brief overview review because it goes into details. It shows the advantages of the product, its features, and it also tells what is good and bad about the product. Included in the review would be screenshots, and product photos.
CEO Matt Moog of Power Reviews also added that, “We try to focus on identifying the valuable reviews. If the product is popular and selling at a high price point, that review will have more impact.” Product reviews are not just for consumers but also for retailers and brands. Reviews can result positive eventuality like offers, get suppliers and develop their products more. This can help change the products. Matt Moog said, “It’s the best form of market research—real-time and specific, from people you know have used the product.”