Online review management is becoming increasingly important as consumers look to evaluate and judge the reputation of a business. Regarding online reviews, the authenticity and transparency of the feedback are vital to potential buyers. Here are six facts to remember to help you understand how to manage online reviews.
When managing online reviews, you should understand that recency is as essential as online review management. However, there are a few factors that may influence this relationship. The study examined a variety of eCommerce product pages.
For example, a high volume of product reviews only sometimes satisfies shoppers. It is because shoppers often only look at reviews written within the past three months.
A review’s length and detail also matter. If a review is shorter, it is likely to include the most recent information. Review sites typically provide a date of publication, which can give a good indication of recency.
Millennials monitor their online reviews
Millennials are also one of the most socially connected demographics. They spend more money than any other generation and rely on social networking sites to interact with peers and brands.
Despite their digital habits, millennials tend to shop in physical stores still. One study found that 40% of millennials purchase in physical locations, while 40% prefer to buy online.
Unlike other generations, millennials tend to do more research before spending and often rely on online reviews for product evaluation. It is especially valid for higher-priced items.
Online reviews can help millennials overcome potential risks and better understand what they buy. However, millennials also tend to pass up products that need reviews.
Signs that a review is not credible
Using the internet as a marketing tool can arouse a degree of skepticism. However, the fact is that a little bit of homework can go a long way in weeding out the scams from the legit ones. Before you rush out to buy that new gaming console, take a moment to assess the quality of the feedback you are reading about. A reviewer can shed some light on what your best bet is.
One of the most common pitfalls is finding out your reviewer is using a ghost-written review. It is an ad hoc arrangement where the company is willing to pay a small fee to have a supposedly well-informed reader give them a piece of their pie. You might be surprised at the quality of the feedback you get. It is also a good idea to ensure the product is what the manufacturer claims.
Damaging review censorship is condemned by 62% of consumers
Consumers have a strong opinion about damaging review censorship. A recent survey found that 62% of global consumers would stop using a platform that actively censored their reviews. It’s not surprising; consumers must be more impressed with companies that cherry-pick feedback. If they had the choice, they’d take their business elsewhere.
The biggest question is how the consumer can determine whether their online review is genuine. For this reason, businesses are encouraged to maintain an open line of communication with their customer base. It is essential in the face of a negative review. After all, the customer is the lifeblood of any business.
As far as the consumer is concerned, the best way to boost sales is to provide quality service, be responsive, and offer a competitive price. But the consumer is also a finicky beast. They don’t like to see a company’s worst sins buried beneath a sea of rosy reviews.
Authenticity and transparency
If you want your online reviews to gain credibility with shoppers, you must preserve the authenticity of your feedback. Authenticity and transparency are two factors that consumers look for in managing online reviews.
Authenticity is the trust that is created between a brand and its customers. This type of trust goes a long way. It builds loyalty and can also increase sales. Ultimately, this is how brands can connect with their audiences.
Authenticity is important because it lets customers know the truth about a company’s product or service. Customers appreciate companies that are open and honest. They also like businesses that help fix customer problems.
Authenticity also encourages customers to share their experiences with others. People sharing their stories about a brand allows other shoppers to learn from those experiences.
Consumers don’t like brands that manipulate or delete negative reviews. It creates an uncomfortable situation for customers. Luckily, there are some things you can do to avoid this. Among these, you should display all reviews. Make sure your review platform has a robust moderation process.
Businesses should respond to negative reviews
If your business has received a negative online review, there is still time to respond. It can improve your reputation and help you keep current customers coming back. But it’s important to act quickly.
Almost 97% of consumers say that reviews greatly influence their decisions. It makes responding to negative online reviews an essential part of a business’s strategy. However, not all responses are created equal.
When responding to a negative review, businesses should keep their word. They should also be courteous. Even if the reviewer is a troll, they may have a legitimate complaint. That’s why responding to negative online reviews is crucial to show your company’s willingness to address the issue.
In addition to responding to the reviewer, businesses should also take an active role in their customer service. Companies should be willing to listen to their customers and offer an apology if needed.