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Micky Gramlin
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Back To Business Series 3: Negative Reviews Can Increase Sales

Published on 2/15/2019
For additional information  Click Here


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Back To Business Series 3:

The Trust Factor

Why Online Reviews Are Important To Your Business


Having negative reviews can increase trust in the

brand and/or retailer.

77% of shoppers read both positive and negative reviews to get a balanced opinion of products and brands. In fact, more than 4 out of 5 actively look for negative reviews online. Shoppers who go around reading negative reviews are also 85% more likely to convert than shoppers who don’t.

US shoppers overwhelmingly prefer to visit Amazon to read reviews with seven in ten shoppers visiting the online retailer website to read them.

Amazon’s popularity is driven by the trust shoppers place on the retailer website’s content with more than a third of US shoppers saying they trust Amazon ahead of other retailer, brand, or review aggregator sites.

68% go to Amazon to read reviews before buying electronics such as phones, tablets, video games … even reviews on items such as appliances and cars because of the trust factor.


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The following statement  is an important note for those determining their marketing strategy on where to apply their budget

The digital marketing source that comes close to imitating peer recommendation is online product reviews, not social media. 76% of shoppers trust online reviews posted by previous customers compared to less than half (49%) who trusted social media


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Online Reviews Are Most Influential Digital Content


The importance is highlighted in the fact that online reviews is the most effective content that push the shopper into making a purchase decision. The Q&A section is the next natural step for them to go. This is where they remove all doubts.

48% of shoppers now engage themselves by asking questions after reading the Q&A and growth is expected in this area of their decision making process.

As I expected, visual content such as videos are growing. It is a reflection of our culture and 47% want to see video on the product and with 42% saying they want to see video from customers using the product.


Which Products Are Being Reviewed

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  • Electronics is the top category for both men (72%) and women (64%) to read reviews before making a purchase
  • Women are more than likely than men to read when buying household appliances (59%) and clothes (32%)
  • Men are more likely than women to read reviews when buying cars (56%) and insurance (26%)


In closing, with 85% of shoppers more likely to be converted after reading negative reviews, it is important to post both positive and negative.

Amazon is the top destination to read product reviews. Shoppers perceive Amazon to be the most accurate compared to eBay at 5% and Google at 4%.

The next step for most of those reading reviews is the Q&A where all doubts are erased and experts expect significant growth on those going to the Q&A

Visual, such as videos, rank high among those reading reviews and like the Q&A the numbers are expected to grow


This series on reviews will return in mid March


Thank you for stopping by

Micky Gramlin



Back To Business Series 1

Back to Business Series 2


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