Buying and selling goods online has become commonplace in the daily lives of ordinary people. With the rapid growth of social media platforms, there is a significant influence that creates a “word-of-mouth culture” – how good or bad is this product? The result is that online sales websites now need to incorporate product review systems. It is certain that if your product only receives 1 star on an app like Shopee, it will definitely not gain popularity.
In 2022, customer feedback is getting louder and louder. Of course, in the many online reviews, how can we filter the reviews that are necessary for marketing plans? And what lessons can businesses learn from other people’s reviews?
Does Everything in the World Need Reviews?
Why are product reviews important? First, let’s look at some figures collected from surveys of ordinary people in the United States. This survey found that in 2020, nearly 87% of online shoppers read product reviews to decide whether or not to buy. Similarly, in 2021, the figure was close to 81%. In addition, in the past two years, product reviews have increased due to measures during lockdowns, which corresponds to the survey results that 31% of online shoppers choose to read more product reviews. Of course, it is important to know how people read product reviews. More than 73% of product buyers stated that they would read only recent reviews (no more than one month). Finally, how often do people like to write product reviews? The result is that in 2020, more than 72% of product buyers liked to write reviews immediately after trying the product.
So, how can we distill both positive and negative reviews into information that can be used in future online marketing plans? Today, Relevant Audience will introduce 4 things marketers should know from online reviews.
1. How Do Customers Perceive the Brand?
Even though some reviews may not seem very useful, but for reviews that directly explain why they like or dislike a product or service, or even provide suggestions for improvement, these are very beneficial. It may be due to the social media behavior of ordinary people who tend to remain anonymous on the internet, allowing more straightforward opinions from buyers. Even if some reviews seem harsh or hurtful, at least the store receives honest feedback. Brands can analyze customers’ purchasing choices based on various factors:
Because customers’ purchasing decisions are made up of all three of these components combined. Of course, if you want to achieve good results for the brand, you should consider these three things not too much or too little.
2. Don’t Forget to Provide a Good Experience
Global giants choose to prioritize customer experience as their top priority because providing the best experience is equivalent to building a long-term customer base. And the first thing to consider when creating a good experience for customers is to understand Emotional Marketing or understanding customer emotions. Because no matter what era, products designed to play with customer emotions tend to sell better than products that only present information. According to reports in many countries around the world, “generally, customers use emotions to make purchasing decisions more than using reason or information provided by the store.” However, it is important to be aware of the potential negative consequences if the brand does not respond to what customers want.
For example, in 2014, Audi decided to rebrand its page on the Instagram platform by changing from posting car pictures to presenting stories of several famous artists driving Audi under the #PaidMyDues campaign for 6 hours. Many who followed Audi’s Instagram account were unhappy with this type of content and asked Audi to return to presenting car picture content. But Audi continued this campaign for another 2 weeks and ended up losing followers and receiving a lot of negative feedback. Of course, creating good Emotional Marketing must not forget the needs of customers and present things that will be a good experience for customers.
3. Negative Reviews Are Not Scary
It’s not strange to say that negative reviews are not always bad. According to research by Spiegel, the highest chance of a customer making a purchase decision is between 4.0 and 4.7 stars, and it starts to decrease when approaching 5 stars. This means that a product having no negative reviews actually increases distrust of the product and will directly affect buyers. However, if a product receives too many negative reviews, it will certainly have more negative effects than positive ones. The solution is for brands to learn to benefit from negative reviews, such as taking the opportunity to respond to build relationships with the customer base. Because about 20% of customers expect a response within one day immediately after writing a review, while almost 63% have never received a response from the company after writing a review. And 45% are more likely to use the service or make a purchase if they see the company responding to the negative comment. This will attract new customers well. In addition, responding to comments in the negative immediately and seriously will create a good sense of responsibility for customers.
4. Don’t Forget to Build Credibility
Some types of products require expert knowledge, experience, and expertise reviews to increase the credibility of the product, such as medical devices, health products, or specialized services. Because reviews by celebrities or experts who are considered credible will create “social proof” to persuade and add weight to the customer’s decision-making process.
Don’t forget that humans are social animals who must constantly form opinions with others. Learning to use online reviews to benefit the brand as much as possible is something that marketers must study consistently. It may help the brand to be recognized by customers in a variety of ways. Don’t worry too much about direct feedback that may hurt feelings.
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Relevant Audience is a company that provides services related to Digital Performance Marketing Agency, with the main goal of providing digital marketing services to businesses to reach target audiences looking for products or services at the right time, place, and device through various online channels. Our services cover everything from Search Marketing, Social Media Ads, Search Ads and SEO (Search Engine Optimization) to Influencer Marketing and is also part of the Google Partners program.
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