Dealing With Bad Online Store Reviews? 5 Ways to Turn Them Into Advantages
Calling all ecommerce store owners.
Are you sick and tired of battling negative reviews? Maybe it was a late delivery (out of your control), or your customer service team couldn’t respond promptly enough to address the issue.
Regardless of the circumstances, you’re bound to come across a few unhappy customers here and there. That’s just the nature of the beast.
So if you’ve ever had a customer leave a negative review and felt there was nothing you could do to turn it around, this guide is for you.
Because the truth is, there’s always something you can do to turn a negative review into a positive outcome. In this blog, we’ll explore five ways to turn negative ecommerce reviews into advantages for your online store.
Are you ready to learn more?
Let’s dive in.
The Power of Online Reviews
Trust plays a significant part in a successful marketing funnel. Reviews serve as evidence or social proof that your product is worthy of your consumer’s hard-earned money.
Consumers are more inclined to purchase from a brand with positive customer feedback and recommendations. Not only does quality matter, but quantity plays a role as well.
In an ideal world, 43% of consumers would like to see more than 100 reviews for a product.
Why? Ecommerce is a crowded space. And the small details can make or break a consumer’s purchasing decision.
For example, suppose someone is looking to purchase a steering wheel cleaner and comes across two similar products with 4.5-star reviews on Amazon.
How does the consumer decide which one to buy? One brand needs to stand out from the other, and one differentiating factor could be the number of customer reviews.
A consumer is likely to choose the product with almost 21,000 reviews over the one with 20 reviews. If 21,000 people like the product, odds are they will too.
It’s another badge of approval (read: the more reviews, the better the reputation). Plus, it irons out any fake reviews and helps average out the extremes on both ends of the spectrum.
Still not convinced?
Let’s take a look at some jaw-dropping statistics about ecommerce reviews to drive it home:
- A 2021 PowerReviews report shows that 99.9% of customers read reviews when they shop online.
- According to BrightLocal’s local consumer survey, 49% of consumers consider reviews as trustworthy as personal recommendations from friends and family members.
- Zendesk survey results show that 86% of respondents indicated negative online reviews affect their buying decisions.
The moral of the story: ecommerce reviews matter.
So how can you take a bull by the horns and turn negative reviews into positive outcomes?
Keep reading to learn the three simple steps to turn that frown upside down.
Step 1: Understand the Root Cause of Your Negative Ecommerce Reviews
The first step to tackling negative reviews is understanding the root cause. After all, how can you fix something if you aren’t sure why it’s broken?
To start, you can manually read through the negative product reviews on your site to get a sense of the underlying issue.
Then, using one of the best screenshot tools, capture the common sentiments and themes your customers are leaving behind to share with your team.
Or, if you prefer an automated approach, you can send out customer surveys to receive honest, real-time feedback.
And if you really want to step it up a notch, you can invest in a social listening tool to learn what consumers are saying about your brand across social media channels.
Take a look at this concerned Ulta Beauty customer on Twitter. Ulta responded within five minutes of the tweet going live:
Thankfully, there are plenty of tech tools out there to help you identify any problem areas.
But to help prepare you for what you might find, here are some of the most common reasons for negative reviews:
- Poor customer service: Customers expect good customer service and will leave a negative review if they don’t receive it. These instances can include long wait times, unhelpful customer service representatives, and a lack of follow-up.
- Incorrect product information: Misleading product information can lead to customer disappointment and frustration. For example, if a customer receives a product different from what they read on your website, they may leave a negative review.
- Late delivery: Late delivery can cause frustration and inconvenience for customers. In today’s fast-paced world, customers expect their orders to arrive on time, and when they don’t, they’re not happy campers.
Of course, there are plenty of other reasons customers leave negative reviews. But if you can isolate the root cause of your negative reviews, you can improve the customer experience and prevent similar occurrences in the future.
Step 2: Learn How to Respond to Negative Ecommerce Reviews
Did you know that 75% of ecommerce stores don’t respond to customer reviews?
That’s a lot of brands leaving money on the table. Responding to one customer review has the potential to boost revenue.
Plus, it builds trust and authenticity, with 41% of consumers agreeing that it makes it feel like you care about your customers when you respond to online reviews.
But responding to negative reviews is a challenging task. That’s where sites like outside help can come in handy.
You can hire freelance writers with expertise in online reputation management to respond to negative reviews and turn a potential drawback into a positive outcome for your business.
You can also use tools that help you remove negative and fake Amazon reviews without a painful process.
But if you’re on a tight budget and don’t mind putting your “fix it” hat on, here are some best practices for responding to negative reviews:
Answer Promptly
Quickly responding to negative reviews shows that you care about your customers and are willing to address their concerns. Aim to respond to negative reviews within 24–48 hours.
Example: “We’re so sorry to hear about the inconvenience you experienced with your order this morning. We take these matters seriously and would like to make it right. Can you please share more details about your experience so we can investigate further?”
Brand example: Nike responded to a customer upset about a slow delivery within the hour on Twitter.
Provide a Genuine Apology
A genuine apology can go a long way in turning a negative review into a positive one.
Customers want to do business with brands that care about their customers. Apologizing is the right thing to do.
Example: “We apologize for the poor customer service you received. Our goal is to provide the best possible experience for our customers, and it sounds like we missed the mark in your case. Can you please send us a message with more details so we can address this?”
Take Responsibility
By acknowledging any mistakes, you demonstrate that you’re accountable and willing to make things right.
Owning your mistakes goes a long way in gaining the customer’s trust and potentially turning a negative experience into a positive one.
Example: “We’re sorry we let you down with your order. It sounds like there was a mistake on our end, and we’re taking steps to ensure it doesn’t happen again. Please accept our sincere apologies. Do let us know how we can make it up to you.”
Show Empathy
Put yourself in the customer’s shoes and understand their perspective.
This mindset shows that you care and will help you respond in a way that addresses their concerns and resolves the issue.
Example: “We’re sorry to hear that you didn’t have a positive experience with us. We understand how frustrating it can be to receive a product that doesn’t meet your expectations. We’d like to make this right for you and make sure that you have a positive experience with us in the future. Please reach out to us directly so we can assist you.”
Brand example: The hospitality industry is notorious for responding to negative online reviews. Take inspiration from this manager at a Four Seasons Resort in Hawaii:
Step 3: Turn Negative Reviews Into an Advantage
A recent survey found that 96% of customers actively seek out negative reviews when making purchasing decisions, a significant increase from 85% in 2018.
Why?
Consumers are interested in understanding a company’s weaknesses, and negative reviews can provide valuable insights into areas for improvement. If the shortcomings are minor, this can actually reassure the customer.
And an overwhelming amount of positive ratings may raise suspicion and can come off as less credible.
A balance of positive and negative reviews can increase consumer trust in your online store. But negative reviews can also open the door for opportunities in areas where you are falling short.
Let’s look at the five ways to take negative reviews and turn them into advantages.
1. Improve Your Customer Service
No matter how good your product or service is, preventing customers from having a bad experience with your business is nearly impossible.
It can be a mistake on their part or yours, but remember that the customer is always right at the end of the day.
So the best way forward is to provide stellar customer service that makes up for any inconvenience. Because when customers feel valued, and their needs are met, they’re less likely to walk away from the experience with a bad taste in their mouths.
A great example of this is Chewy, the pet supply retailer. They have earned a reputation for having the best customer service in the industry by offering personalized and genuine care to their customers, even in difficult situations.
For instance, they’re known to send a flower delivery to offer condolences when a customer’s pet passes away. This small gesture goes a long way in showing the customer that Chewy genuinely cares about them and their pet, and it’s helped them earn a reputation as a company with a heart.
Patty appreciates the small gesture and confirms that’s one of the reasons she’ll continue to be a loyal Chewy customer.
By taking the time to personalize your customer service and show genuine care, you can build stronger relationships with your customers. The key is creating a positive brand image to help you stand out in a crowded market.
2. Enhance Your Product Offerings and Delivery Processes
Bad reviews present an opportunity for your business to identify weak points in your products and areas for improvement.
Imagine you own an automotive parts store and receive a bad review for a brand of truck rims like the one below:
When customers feel misled or deceived, they’re more likely to leave negative reviews and less likely to make future purchases from your online store.
After replying to the review, you can take several actions, such as offering a refund due to the bad experience and noting that this product might not be up to quality for your marketplace.
Negative reviews are worth their weight in gold because they’re valuable sources of information for enhancing your product offerings. By paying attention to products that aren’t performing well and understanding why customers are unhappy, you can take all the right steps to improve.
In the example above, the truck parts company can replace the truck rim with a different brand to prevent future safety issues or update the product descriptions to avoid confusion.
They might also consider partnering with a courier service to offer quick, free shipping to have the new product arrive promptly for the waiting customer. It’ll have them grinning from ear to ear like a kid on Christmas morning.
Going the extra mile and making the process as seamless as possible shows that you are committed to providing the best quality products.
Not only does this help to turn a negative experience into a positive one, but it can also lead to increased brand loyalty in the long run.
3. Build Trust With Customers Through Transparency and Accountability
Trust is everything. In friendships. In romantic relationships. And customer relationships.
One of the best ways to build trust with your customers is to admit when you mess up, take accountability, and provide a transparent resolution on how you’ll make it right.
Take Penn Tool Co, a company that has been selling power tools since 1968, as a role model for building trust.
Why?
First, they’ve been in business for over 50 years.
Secondly, they offer a satisfaction guarantee. Customers who aren’t 100% satisfied with a product can receive a complete refund or credit.
Finally, their customer service team always responds to online reviews.
When a bad review pops up, they reach out to the customer to offer a refund or a replacement. In the meantime, they conduct a quality control audit of the product and their service to ensure the situation doesn’t happen again.
Here are a few ways you can achieve the same 50+ years of business success as Penn Tool Co:
- Be open and honest about any mistakes or issues that arise. Own up to your responsibilities and take steps to make things right.
- Share information about your products and services in an easily accessible and understandable way. Provide detailed product descriptions, clear pricing information, and transparent delivery and return policies.
- Encourage customers to reach out to you with any questions or concerns. Respond promptly and professionally to any inquiries, and make sure you’re transparent about any limitations or restrictions that may impact their experience.
- Provide a platform for your customers to share their thoughts about your products. Encourage positive and negative reviews, and ensure you respond thoughtfully and respectfully.
Trust boosts customer loyalty. Loyalty leads to increased sales and long-term success for your business.
4. Leverage Negative Reviews as a Source of Feedback for Improvement
Artificial intelligence is changing the world as we know it.
And with the advent of augmented analytics, you can now turn negative online reviews into valuable insights for improvement.
You can gain a deeper understanding of customer opinions and pain points by leveraging advanced artificial intelligence algorithms and natural language processing techniques.
With the click of a button, you have all the details your customers have ever complained about at your fingertips.
You can make data-driven decisions on improving your customer experience through new product offerings, better customer service, or lower shipping costs.
Let’s consider the example of Abercrombie, the clothing retailer.
If 50 customers leave a negative review about how a shirt is see-through, it’s obvious that it’s a genuine issue. The machine learning algorithms will pick up on this trend and recommend that the design team add an extra material layer to prevent this issue on future skews or styles.
This action proves that Abercrombie is committed to providing the highest quality clothes for their customers, which boosts them to the top of the fashion hierarchy.
5. Offer Incentives to Encourage Customers to Leave Positive Reviews
Have you opened a package from Amazon to find a small paper insert inside the packaging asking you to leave a review?
I’ve seen candle brands offer buy-one-get-one-free coupons. And I’ve also seen tech gadgets offer a $5 Amazon card in exchange for a review.
Offering small incentives to your customers to encourage them to leave positive reviews is a great way to boost your online reputation.
You can also leverage a loyalty program where customers earn rewards or discounts for leaving a positive review. This strategy will incentivize them to leave a review and encourage repeat business.
MegaFit Meals followed the loyalty program strategy to score 50+ reviews on all of their meals:
Sometimes the best incentives help make someone’s life easier. So how about simplifying the review process by offering to help customers write their reviews?
We’re all busy people, and the last thing we want to do is jump through hoops to write a simple review.
So if you are looking for a customer testimonial to park on your home or product page, offer free templates highlighting your business relationship and providing an outline for them to follow.
Or how about providing customers with topic suggestions for their review to help guide their writing? Offer some examples of topics they could address, such as the timeliness of product delivery, the quality of customer service, and the product’s quality.
The prompts you provide are optional but can serve as a useful guide for the customer when writing their review.
Then, once you compile enough customer reviews, you park them on your website as a customer terminal. Or you can add them to your product pages to help consumers with the decision-making process.
If you want to stand out from the crowd, consider turning these written reviews into a video compilation with the help of a text-to-speech platform.
It’s a simple way to add a video to your website to boost engagement, and it helps spread positive customer reviews through a new medium that’s unique and interesting. It’s a win-win.
Key Takeaways
Instead of looking at negative online reviews as cannon balls that’ll sink your ship, use them to empower your growth.
Take negative reviews as an opportunity for improvement. Respond to them empathetically and professionally. And then flip the script to incentivize customers to leave positive reviews.
With these goals in mind, you can build unbreakable trust with your customers while simultaneously building your online business.
So what are you waiting for? Start leveraging those reviews today and turn on your competitive edge!
