Un livre blanc sur les bienfaits des commentaires négatifs.
"Negative reviews can help your business. It runs counter to every marketer’s instinct: you don’t want people saying bad things about your brand, your products or services, and you certainly don’t want to publish that negative feedback on your own site.
But the surprising truth is that bad reviews and other negative feedback bring a host of benefits, from greater customer satisfaction to improved product development. Consumers spend four times as long on site when they interact with bad reviews, trust the reviews they see far more and convert nearly 70% more often.
Every business will receive some bad reviews: you simply can’t please everyone. How you choose to deal with them will determine whether they’re an asset or not. This ebook will show you the benefits bad reviews can bring, and how to deal with negative feedback to transform criticism into extra sales.
Nurturing consumer trust
The success of social commerce is all down to trust. Consumers value reviews because they trust the unedited opinions of their peers far more than official information sources like advertising or sales assistants.
People are naturally sceptical of sites where every review gives full marks. We all know that no product or service pleases everyone all of the time. When all your reviews look like they’ve been hand-crafted by the marketing team, consumers distrust them. And when you lose consumer trust, you lose sales."
