LONDON--(BUSINESS WIRE)--When it comes to social commerce, bad product reviews are good for business according to data from social commerce company Reevoo. Sixty-eight per cent of consumers trust reviews more when they see both good and bad scores, while 30% suspect censorship or faked reviews when they don’t see bad scores. Shoppers who go out of their way to read bad reviews convert 67% more highly than the average consumer.
Three times as many consumers actively seek out and read negative user generated content as look for positive content: negative reviews are even more popular than “most recent reviews”, or “reviews from people like me”. Shoppers who seek out bad reviews are highly engaged with their pre-purchase research, viewing almost four times as many products as the average visitor to a site, and staying considerably longer.
Richard Anson, founder and CEO of Reevoo, said: “Consumers who seek out negative reviews outperform the average visitor to a website: we see a 67% bump in conversion rates for these shoppers. Counter-intuitive as it may seem, negative user-generated content is actually one of the most effective conversion tools,” he added.
The balance between positive and negative comments that a brand or retailer attracts varies according to whether a proactive or passive reviews strategy is employed. Download Reevoo’s ebook for more information on proactive/passive strategies and why bad reviews are good for business.
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Notes to editors
Figures quoted are from data collected across Reevoo’s network of 150 UK and international partners and from Reevoo.com, the company’s consumer website, as well as from independent consumer surveys.
About Reevoo
Reevoo (http://b2b.reevoo.com) is a world-leading provider of social commerce solutions. Reevoo has been deployed by more than 150 major brands including Sony, Tesco, Orange, Octopus Travel, Motors.co.uk and Dixons, helping them to achieve average sales uplifts of 18% through boosted conversion rates and increased order values, turning browsers into shoppers.
Reevoo has solicited more than 3,000,000 pieces of independent, impartial social content from genuine customers. To help consumers make their purchase decision, Reevoo provides easy access to this content more than half a billion times every month to shoppers across the Reevoo network.