Cristian
Level X3
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Ratings and reviews - one of the most important factors in e-commerce, sometimes ignored and not used properly.
Becouse more the half of the customers in the US read online reviews and inform themselves about any product online before buying (not necessarily online). This means that people have gotten to a point that even if they are in the supermarket they may browse the internet and read a few reviews before buying a product.
Why are reviews so important nowadays?
So overall reviews will ensure sales and profit, there is no doubt about that. Sure you may run into some problems if you have a lot of bad reviews, but a few bad reviews here and there are expected and nothing to worry about, in fact, a few negative reviews may even help you. Reviews dissolve any doubts the potential customer haves, finding out other people had bought that product and they are enjoying it is a huge deciding factor for any niche.
You are over 50 percent more likely to have a sale if you have at least a few reviews on a specific product. So make sure you give your users the possibility of writing reviews. If you had sales and nobody left a review, email them and ask them for a review! Seriously this works like crazy, especially if you are a small company, a client getting an email from Ikea asking for a review may seem a little bit fishy and may be ignored, but coming from a small company the recently made a purchase from, well that will grab their attention, especially if you make everything sound very personal and direct.
Your description doesn't compare with the power a good review holds. You can write and publish the best product description of all time, informative and answer all of their questions, a review will be at least 10 times more trusted by the user.
How can reviews influence your SEO?
Short answer: By a great deal to say the least!
Think of it this way, you constantly get new, fresh and unique content being submitted to your product page. Do you think Google doesn't take notice of all that? Well, it sure does and Google loves it!
So in essence, reviews and comment ratings can help you gain more unique and hopefully, quality content for Google to take notice on. You will get better ranks because all the fresh and updated content as well as for the long tail keywords users may generate in those review comments. You will also rank for very popular terms like "product name review".
Keep in mind there is so much you can say in the product description users before you are boring. Reviews are a totally different thing, they are generally on the bottom of the page and search engines expect them to be there.
You will get an organic CTR increasements and therefore more organic traffic if you are smart enough to implement structured data in your reviews that can eventually be picked up by search engines in the form of feature snippets. A great example of feature snippets are the review starts some product pages may have inside Google search results.
What about bad reviews?
A study made by Reevoo uncovers the fact that a few bad reviews can actually increase sales. Keep in mind that people that really want to buy a specific product will tend to search and read bad reviews. They want to be convinced not to buy that specific product, but because they are in a such a high state of purchase mode, they may end up buying the product nevertheless in spite of the negative reviews.
I've experienced this myself here on SEOclerks marketplace. I have an overwhelming number of positive reviews but I also have a few negative reviews which actually made some of my services more popular. Why? Because those negative reviews were made by people that totally misunderstood my services or just expected me to over deliver by blackmailing me with a negative review. In the end, users saw over that and I actually got more sales per day as long as the negative reviews were visible.
Personally, my trust levels go down when I find a product with 100+ positive reviews and 0 negative reviews. It just seems fishy and this is why I believe a few negative reviews can convince some people that your product is the real deal and not a scam. \
Here are some interesting data on negative reviews:
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vinaya
You have listed an intesting fact that sometimes negative reviews can actually increase sales. I will have to check this out. Reviews have a great influence on customers. Before people buy anything, they will read reviews. Reviews can make or break business. While positive reviews will increase sales, negative reviews will take a toll. It is true that you cannot impress everyone, however, there should be more satisfied customers than those who are not happy. You have listed an intesting fact that sometimes negative reviews can actually increase sales. I will have to check this out.
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