BRIANWOOLF.COM

Welcome Marketing & Loyalty Speaking & Connecting Brian's View Books by Brian Marketing Studies Contact Us

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

Social commerce: Bad reviews 'good for business'

When it comes to social commerce, bad product reviews are good for business according to data from social commerce company Reevoo, as 68% of consumers say they trust reviews more when they see both good and bad scores, while 30% suspect censorship or faked reviews when they don't see bad scores.

The company's research found that shoppers who go out of their way to read bad reviews convert 67% more highly than the average consumer, and that three times as many consumers actively seek out and read negative user generated content as look for positive content.

Shoppers who seek out bad reviews are highly engaged with their pre-purchase research, viewing almost four times as many products as the average visitor to a site, and staying considerably longer.

However, the balance between positive and negative comments that a brand or retailer attracts varies according to whether a proactive or passive reviews strategy is employed.

According to Richard Anson, founder and CEO for Reevoo, "Consumers who seek out negative reviews outperform the average visitor to a website. We saw a 67% 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."

Reevoo has made a guide to its research available for free download from its website, examining both proactive and passive strategies and why bad reviews seem to be good for business - click here (free registration required).

Sources: Reevoo / The Marketing Factbook.
Copyright © 2012 - 2026 The Marketing Factbook.

Categorised as:

Customer Experience
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)