I was on a product page that had 562 reviews with an average rating of 4.7 out of 5 stars. 96% of respondents said they’d recommend this product to a friend. That’s amazing, right? We’ll, it depends.
While the overall stats are impressive their latest review was very negative:
This one negative review stopped me on my tracks. It’s silly to focus on the latest review when the next 4 have 5 star ratings, but who said shoppers were rational??
So, what is the etailer to do? They have 3 options:
1: Moment the review came in they should have posted a review reply stating they’ll fix the situation.
2: They could have sent an email blast to people who made a purchase in the last 60 days but didn’t post a review. This would effectively push the negative review lower.
3: They could have added a graphic like this to the right of the review:
Option #3 can only be used sparingly. If you apply this tactic for every negative review then it’ll lose its potency. Use it only once on a popular product page.
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This is just one of many examples (some obvious, and some not-so-obvious) of how we use buyer psychology to take visitors to your site from "I'm interested" to "That's it, I'm pulling the trigger". We use established principles of behavioral economics to influence. Marketers try and get results by dialing up the marketing volume. We show you how to zig when everyone is zagging.