68% of shoppers are influenced by customer reviews, while only 12% don’t allow reviews to influence their buying decision. 42% of shoppers admitted that negative reviews make them veer away from a purchase. Because online customers aren’t able to try out products before purchasing, they are therefore more reliant on online reviews to help them make a buying decision.
Online reviews of your eCommerce shop, whether those reviews be positive or negative, are more important than what you may initially think. This blog post will shed light on why all reviews, good and bad, should be given attention and never ignored.
Why Amazon Businesses Should Never Ignore One-Start Reviews
1 – One-star ratings have more weight than five-star ratings
An Amazon rating of 5-stars, termed as “great” in the Amazon rating system, is given by 26% of customers. This means that for every 4.4-star rating your product has, there is a 1-star rating. One-star ratings hold more weight than five-star reviews, as they are given less often, and it’s therefore important to pay attention to them, particularly when they are negative reviews.
2 – One-star ratings can have a massive impact
According to Shoptology, 3.2% of all one-star reviews lead to a sales decrease of up to 30%. In comparison, only 30% to 40% of five-star reviews have a similar impact.
3 – A bad review can make you lose a lot of business
Ecommerce Review Analyzer found that 1-star reviews decrease conversions by up to 20%. This means that a single bad review can easily lose your business a lot of sales.
4 – Negative reviews are more likely to be noticed
Negative reviews are more likely to be noticed, as most people will not spend their time reading your product descriptions or customer reviews. They will only read the reviews if they want to know more about your product.
5 – A negative review can potentially cost you more than you earn
A lot of business owners like to ignore negative reviews because they think that by doing so, they can protect the relationship they have with customers. However, this isn’t necessarily the case.
Let’s say in the example above that the ten unhappy customers you lost cost you $1,000 in total. However, you earn $10,000 over the course of a year. You will have lost $9,000 in
revenue. This shows that you are potentially putting your business in a position where, even if only a few customers are unhappy, it could ultimately cost you more than you earn.
Conclusion
While good reviews are important because they can encourage shoppers, bad reviews should not be ignored, as they can have a similar or even more negative impact on your business. If you ignore bad reviews and do not provide a solution, this is even more damaging to your business. Customers will lose trust in you, and it could be the start of a slump in sales. If this is something you want to avoid, create a strategy to respond to negative reviews and what you are going to do to improve your business. This is a much better solution than ignoring them.
If you want to find out more about how to increase your Amazon revenue, come to Click Fluency! We will help you learn how to interpret the data that Amazon makes available about your account. You can have the same content as another company; what is important is how you convert visitors into customers. Get Amazon account optimization and lower the number of bad reviews you get today!