Retailers to benefit from bad reviews

New research has shown that by displaying bad online reviews and criticisms on their websites, retailers can actually benefit. Although it seems to go against conventional wisdom, research by social commerce solutions provider, Reevoo, has shown that allowing bad

reviews to be published online makes retailers appear more trustworthy to their customers.

The research shows that online shoppers will stay on a retail website four times as long when they go looking for bad reviews and convert their browsing into spending nearly 70% more often.

People become sceptical about websites where all of the reviews are complimentary or positive, making the customer more distrustful of the brand and less likely to spend.

Richard Anson, founder and CEO of Reevoo, said: “Consumers who seek out negative reviews outperform the average visitor to a website: we see a 67 per cent bump in conversion rates for these shoppers.

“Counter-intuitive as it may seem, negative user-generated content is actually one of the most effective conversion tools.”

By responding to bad reviews, retailers are reengaging disillusioned customers, who are keen to investigate the true quality of any service or quality.