{"id":49531,"date":"2021-02-22T10:47:29","date_gmt":"2021-02-22T15:47:29","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=49531"},"modified":"2022-12-02T05:30:23","modified_gmt":"2022-12-02T10:30:23","slug":"4-positives-of-negative-online-reviews","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/4-positives-of-negative-online-reviews\/","title":{"rendered":"4 Positives of Negative Online Reviews"},"content":{"rendered":"<p>A negative online review could send a small business owner spinning. \u201cIt\u2019s all over! No one will shop from us ever again.\u201d Obviously, this individual is no stranger to slippery slope thinking. Help them calm down by sharing these four advantages to be gained from negative online reviews.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><a href=\"https:\/\/www.sogolytics.com\/blog\/the-short-on-reviews-online-reputation-management\/\" target=\"_blank\" rel=\"noopener noreferrer\">Word-of-mouth recommendations<\/a> are the customer\u2019s first preference. When that\u2019s not available, they\u2019ll turn to online reviews to help them decide. In fact, <a href=\"https:\/\/learn.g2.com\/customer-reviews-statistics\" target=\"_blank\" rel=\"noopener noreferrer\">customer review research<\/a> tells us:<\/p>\n<div class=\"div-minispacer\"><\/div>\n<ul>\n<li>About 95% of customers read reviews before making a purchase.<\/li>\n<li>72% of customers won\u2019t take any buying actions until they\u2019ve read reviews.<\/li>\n<li>Customers spend 31% more when a business has positive reviews.<\/li>\n<li>91% of customers from the ages of 18 to 34 trust online reviews just as much as personal recommendations.<\/li>\n<li>About 50% of consumers need to see at least a 4-star rating to consider a business.<\/li>\n<\/ul>\n<p>All that makes negative online reviews terrifying right? Not necessarily. There are advantages, too.<\/p>\n<div class=\"div-spacer\"><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-49532\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/abillion-e_wMuwvth-8-unsplash-1024x683-1024x683.jpg\" alt=\"customer reviews\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/abillion-e_wMuwvth-8-unsplash-1024x683.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/abillion-e_wMuwvth-8-unsplash-1024x683-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/abillion-e_wMuwvth-8-unsplash-1024x683-768x512.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/abillion-e_wMuwvth-8-unsplash-1024x683-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/abillion-e_wMuwvth-8-unsplash-1024x683-50x33.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>#1 Negative Online Reviews Add Credibility<\/h2>\n<p>A five-star review is \u201ctoo good to be true.\u201d According to Spiegel\u2019s research, \u201cacross product categories, we found that purchase likelihood typically peaks at ratings in the 4.0 &#8211; 4.7 range, and then begins to decrease as ratings approach 5.0.\u201d<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>As <a href=\"https:\/\/www.powerreviews.com\/wp-content\/uploads\/2016\/04\/PowerofReviews_2016.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Power Reviews<\/a> notes, \u201cShoppers are smart: they know that every item can\u2019t be the newest, fastest, cheapest and highest quality. As a result, they question products that claim to be all of the above.\u201d Their research found that \u201c82% of shoppers seek out negative reviews; among shoppers under 45 this number jumps to 86%.\u201d<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>A negative opinion adds authenticity. Plus, the negative review also sees customers interacting longer with the business review. They will read that review to <a href=\"https:\/\/learn.g2.com\/consumer-reviews\" target=\"_blank\" rel=\"noopener noreferrer\">get more insight<\/a> to help them make an informed decision.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>#2 Reviews Help Your Search Result Rankings<\/h2>\n<p>Online reviews are one of the factors Google considers when determining where to rank your business website in its search results. All that the algorithm considers (and at what weight) is the search giant\u2019s equivalent of secret sauce. Still, we know they consider reviews a signal \u201cthat your site is <a href=\"https:\/\/www.sogolytics.com\/blog\/6-real-benefits-of-a-stellar-customer-review-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\">authoritative and trustworthy<\/a>.\u201d<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>So, along with links, page speed, and social signals, your site needs a \u201csolid amount of high-quality reviews.\u201d Note: we didn\u2019t say positive. A customer engaging with your business to share a negative opinion can still help increase your overall visibility.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>In some cases, the negative review and your response can actually go viral \u2014 in a good way. Fast food chain Wendy\u2019s is a great example of a business that successfully spins social media <a href=\"https:\/\/www.techinasia.com\/talk\/5-ways-deal-bad-reviews-wendys\" target=\"_blank\" rel=\"noopener noreferrer\">criticism into brand capital<\/a>.<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>#3 Negative Feedback Can Inspire Innovation<\/h2>\n<p>Just as you don\u2019t want to ignore <a href=\"https:\/\/www.sogolytics.com\/blog\/do-a-good-job-leveraging-praise-in-employee-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">constructive criticism<\/a> from a colleague, your business can\u2019t disregard the negative online review. Regularly reviewing the <a href=\"https:\/\/www.sogolytics.com\/blog\/the-best-ways-to-collect-customer-feedback\/\" target=\"_blank\" rel=\"noopener noreferrer\">input you get from actual customers<\/a> can help you determine where to go next. You may need to abandon a product line you were particularly optimistic about. Or a consistent complaint about a product or service could suggest you need to make some serious changes.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p><a href=\"https:\/\/neilpatel.com\/blog\/your-business-needs-negative-reviews\/\" target=\"_blank\" rel=\"noopener noreferrer\">Marketing guru Neil Patel<\/a> notes, \u201cYou can\u2019t insure your business against trolls.\u201d You will get people trying to leverage a negative review as blackmail. However, he notes, \u201cConstructive feedback, on the other hand, is a gold mine for any business. It is a form of valuable, direct, instructional feedback from the people who matter most.\u201d<\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>#4 Any Feedback is a Chance to Engage with Customers<\/h2>\n<p>A lot of attention is paid to the idea of looking at your online reviews to find possible <a href=\"https:\/\/www.sogolytics.com\/blog\/turn-smart-shoppers-into-brand-advocates\/\" target=\"_blank\" rel=\"noopener noreferrer\">brand advocates<\/a> and influencers. The happy <a href=\"https:\/\/www.sogolytics.com\/blog\/are-you-happy-with-customers-perceptions-of-your-brand\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer reviews<\/a> also make for great testimonials and can inspire other marketing efforts.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>However, you could look at negative online reviews as a challenge. Here is a chance for you brand to turn someone\u2019s perspective around. Say a hotel guest goes online to complain about poor customer service. Done right, your response could change that perspective and demonstrate publicly that your business cares about everyone\u2019s experience. You might convert that originally dissatisfied customer into a loyalist. Along the way, others reading the online exchange will get a chance to see your company\u2019s dedication to quality service and making things right.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>In a <a href=\"https:\/\/www.reviewtrackers.com\/reports\/online-reviews-survey\/\" target=\"_blank\" rel=\"noopener noreferrer\">Review Trackers survey<\/a>, 51.7% of users expected businesses to respond to their negative review within seven days.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Look at it this way, responding to that negative review offers an opportunity to show empathy and the human side of your business. Your brand might take a straightforward approach. Or perhaps it is more tongue-in-cheek. Whatever your brand voice, this is a chance for you to demonstrate customer service.<\/p>\n<div class=\"div-spacer\"><\/div>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-49533\" src=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/sergey-zolkin-_UeY8aTI6d0-unsplash-1024x683.jpg\" alt=\"customer reviews\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/sergey-zolkin-_UeY8aTI6d0-unsplash-1024x683.jpg 1024w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/sergey-zolkin-_UeY8aTI6d0-unsplash-300x200.jpg 300w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/sergey-zolkin-_UeY8aTI6d0-unsplash-768x512.jpg 768w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/sergey-zolkin-_UeY8aTI6d0-unsplash-600x400.jpg 600w, https:\/\/www.sogolytics.com\/blog\/wp-content\/uploads\/2021\/02\/sergey-zolkin-_UeY8aTI6d0-unsplash-50x33.jpg 50w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/p>\n<div class=\"div-spacer\"><\/div>\n<h2>Two Thumbs Down Not So Bad<\/h2>\n<p>The negative review, handled well, can be a boon. The keys: reply in a manner that&#8217;s informed, respectful, and not defensive. <a href=\"https:\/\/www.sogolytics.com\/blog\/the-cx-turnaround-learning-from-mistakes\/\" target=\"_blank\" rel=\"noopener noreferrer\">Everyone makes mistakes<\/a>; sometimes all the customer wants is an apology. In some instances, you\u2019ll want to tell your side of the story. It\u2019s like turning that frown upside down into a smile. With effort you can turn that negative review into a positive.<\/p>\n<div class=\"div-minispacer\"><\/div>\n<p>Potential customers are going to use the Internet to do their research. That means your business needs to invite customers to share testimonials and <a href=\"https:\/\/www.sogolytics.com\/blog\/the-cx-turnaround-learning-from-mistakes\/\" target=\"_blank\" rel=\"noopener noreferrer\">feedback<\/a>. The good news? Even a negative online review can have a positive impact for your brand. Look for a future article offering suggestions to help you solicit reviews.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A negative online review could send a small business owner spinning. \u201cIt\u2019s all over! No one will shop from us ever again.\u201d Obviously, this individual is no stranger to slippery slope thinking. Help them calm down by sharing these four advantages to be gained from negative online reviews. Word-of-mouth recommendations are the customer\u2019s first preference. When that\u2019s not available, they\u2019ll turn to online reviews to help them decide. In fact, customer review research tells us: About 95% of customers read reviews before making a purchase. 72% of customers won\u2019t take any buying actions until they\u2019ve read reviews. Customers spend 31% more when a business has positive reviews. 91% of customers from the ages of 18 to 34 trust online reviews just as much as personal recommendations. About 50% of consumers need to see at least a 4-star rating to consider a business. All that makes negative online reviews terrifying right? Not necessarily. There are advantages, too. #1 Negative Online Reviews Add Credibility A five-star review is \u201ctoo good to be true.\u201d According to Spiegel\u2019s research, \u201cacross product categories, we found that purchase likelihood typically peaks at ratings in the 4.0 &#8211; 4.7 range, and then begins to decrease as ratings approach 5.0.\u201d As Power Reviews notes, \u201cShoppers are smart: they know that every item can\u2019t be the newest, fastest, cheapest and highest quality. As a result, they question products that claim to be all of the above.\u201d Their research found that \u201c82% of shoppers seek out negative reviews; among shoppers [&hellip;]<\/p>\n","protected":false},"author":41,"featured_media":5036,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[204],"tags":[105,368,558,559],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.7.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>4 Positives of Negative Online Reviews - Sogolytics Blog<\/title>\n<meta name=\"description\" content=\"Online reviews have real impact on customer actions. That makes negative reviews terrifying. 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