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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 /
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    Categorised as:

  • Customer Experience
  • Knowing The Customer
  • Marketing Know-How

Have you seen The Marketing Factbook?

The Marketing Factbook will help you up your marketing game, walking you through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations you need for a hgih-profit, high-rentention marketing strategy.

This comprehensive marketing guide has 400+ packed pages of marketing strategy, trends, best practices, do's and don'ts, practical know-how, facts and figures, and tons of ideas to boost sales revenue, market share, ROI, and profits. It's the report no marketer can afford to be without.

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.

Find out what works and what doesn't, who's succeeded and how they did it, and how the world's top brands keep their competitive edge against all odds. This report gives you the data you need for the best decisions for a more profitable, more engaging marketing strategy.

Get the hard facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, studies, research and white papers, and gain an invaluable library of ideas and practical support you can call upon at will.

With The Marketing Factbook at your side, you'll have 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: All the know-how, strategies and ideas you need to get your own Marketing Playbook right, first time.

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