Have you ever seen a 5 out of 5-star rating and thought: “This is too good to be true!” You are not alone! Majority of customers get suspicious when they see only positive reviews. This leads to them perceiving the brand as not trustworthy and therefore they might look for another company. Continue reading to find out what is actually better than a perfect 5-star rating:
1.Negative reviews are priceless
A study conducted by PowerReviews and Northwestern University found out that customers believe a product more if it has a rating between 4.2 to 4.5 stars out of 5. They were also more likely to buy those products compared to products with a perfect 5/5 star rating.
Therefore, even though you should strive to have a perfect score, having the occasional lower-star review can actually make your brand look more authentic. This was proven by a study conducted by PowerReviews, who found out that an astonishing 82% of all consumers look for negative reviews. Consumers want to see if any mistakes you have done in the past are fixed. Therefore, always answer to negative reviews and let your customers know that you are dealing with those issues.
2. Negative reviews improve trust
Many shop owners or managers get scared by negative reviews and think they will damage their reputation. However, your company can benefit greatly from having 4-star or even 3-star reviews. It improves trust between you and your customers and shows that you would rather know how to improve than have a “perfect” image.
3. Negative reviews reduce risks
Reviews and ratings serve as a form of “social proof”. It is a sign that other customers have tested the product or service and have received it and liked it. This is especially important for higher-priced products or products from unknown brands.
The beforementioned study also found out that quantity and quality of reviews make a difference too. For example, risk will not be reduced if there are only a couple of short reviews left. If the number of reviews is low, then it helps if they are detailed, long reviews.
To sum up, customers trust great companies better than “perfect” ones! Therefore, strive to do better, but also appreciate constructive negative reviews for the gift of learning they present!
And finally, if you want to find out more, read our article “How to Turn Negative Customer Feedback into Positive”.