Online reviews have become an important way of communication between the clients and the business. These ratings help show store owners the areas of their business where they are providing great service, or where they may need some improvement. Online ratings are also a way for buyers to promote products and services to fellow shoppers — as long as brands take the time to manage customer concerns and feedback.
The Pros and Cons of Online Reviews
Customers are always online searching for the best deals before deciding to click “add to cart”, and with all of the latest technology at their fingertips, it’s easy for them to find that information. 90% of customers say that they read online reviews before deciding where they will take their business.
The top platforms used by consumers today for product/service research are Google, Yelp, Glassdoor, and Facebook. Online reviews can have a great impact on your business, both positive and negative. When your company receives positive reviews, they indicate that your organization is reputable and these can help influence the consumer to purchase your products or services. Conversely, 94% of online customers have stated that a negative review will influence them to take their business elsewhere.
How to Handle Negative Online Reviews
Unfortunately, negative reviews are a part of life. Regardless of whether it’s a major company or a local establishment, some people are not going to be satisfied with the products or services they receive. However, the way you handle negative feedback is of the utmost importance.
First, do not let negative reviews go unanswered. Acknowledge the issue a customer has and apologize for any inconvenience. This response shows that you genuinely care about your customers’ experiences and want to make it right. You might even be able to change that negative review into a positive one!
Another tip? Don’t get defensive. Instead, promote your business in a tactful way without sounding condescending to the customer. By responding positively, you are allowing the customer to feel that their grievances have been heard. When you reply to a negative review, be authentic and personal. This will show how sincere you are. Also, provide your name and a way to contact you directly, so the customer doesn’t feel their complaint isn’t being generally dismissed.
Finally, don’t let them draw you into an online battle. The best thing you can do with a negative review is to learn from it. Use it to look into your products or services to see if there are any improvements that can be made or if the review was detailing an isolated experience.
How Online Reviews Impact SEO
Many times reputation management is overlooked or it’s the last thing to be reviewed when trying to increase SEO. However, Google uses online reviews to validate your business to consumers. Ratings send Google a signal showing positive interactions customers have had with your company. Even negative ratings help by showing how problems were resolved.
Online reviews can even help boost your conversions. Positive ratings let potential customers see that your business promotes customer loyalty and trust, which often sways them into purchasing products and services. While helping to increase conversions, ratings can also help search engines understand your brand better, which can allow you to achieve greater website visibility. When a potential customer searches for products or services you offer, Google may show them your ads, increasing brand awareness.
While it can be scary to ask for reviews, they can help funnel consumers to your website without having to spend extra time and money.
Need a hand setting up a place for reviews? 360 Direct can help! Contact one of our team members today.