Survey: 90% of customers state that their purchase decisions are affected by online reviews.
So, yes. Fake reviews do exist. But, reviews like: “What can I say about this product, that hasn’t already been said?” … just make us speechless. Honestly? This has to come to an end.
Speaking of fake reviews… We already know they are a problem for any online seller. In fact, some of them have been also taken to court, as for the case of Amazon.
Research shows that online consumers use reviews to make purchase decisions and that e-shops that provide reviews tend to sell more.
Every study has overwhelming results. Customers want to read reviews, both good and bad, before buying a product. They affect their purchase decision, clients find useful information and their experience as users is improved.
Online reviews are among the most influential pieces of content when people look for information before buying a product online.
If customers had a positive experience they will share it with friends, families, and acquaintances, whom can lead to more potential customers and so on.
According to the study by Esteban Kolsky, 13% of unsatisfied customers will share their complaint with 15 or more people.
In addition, just 1 customer out of 26 complains directly. Those who don’t, simply stop buying.
A complaint mustn’t represent a problem. It is necessary to listen to customers’ problems, investigate and try to improve in order to avoid getting more complaints in the future.
According to a research published by the company Goodsnithc, 89% of Internet users think that online shops should implement a customers’ reviews system, no matter if they are good or bad. Moreover, interviewees state that they prefer e-shops that communicate with their clients with the aim of improving their products and services.
As we have already explained in previous articles, online opinions directly affect sales: the more you sell, the more opinions you get; the more opinions you get, the more you sell. Even if it looks like a tongue-twister, this sentence can be translated into a simple equation: online reviews deeply affect users’ purchase decision or the moment that Google calls Zero Moment of Truth (ZMOT).
The Net changed the way we decide what to buy. People used to believe that buyers would spend little time in deciding whether to buy a product or not. Which is not true at all. The purchase process has become more complex, due to the various possibilities that the Internet offers. As a consequence, the ways of stimulating users to make a purchase have evolved.