Importance of Reviews in E-Commerce
The importance of reviews is not something that can be undermined. But you need to be very clear about the kind of importance you want your reviews to have. For starters, do not confuse the importance of reviews with the significance of positive feedback. If you read a few bad reviews before you buy, it does not automatically mean that you will make a bad purchase. It is possible that you will end up buying something that you would not have otherwise. The review sites act as a filter and they remove all the negative reviews.
There was a recent controversy about the presence of negative reviews on online reviews. One study found that online sellers had used review sites to suppress the presence of honest and reliable customers in their business. The sellers did this by using thousands of negative reviews posted by people who were dissatisfied with certain products. The sellers did not even bother to read the positive reviews until the last few days before they decided to sell the product. So in many cases the presence of negative reviews in any site is artificial and not real. There are various other reasons for the existence of the fake reviews such as money-making motives and the desire to boost the ranking of the site in search engines. You can know more about Is salehoo any good?
This situation led to the emergence of third party companies which act as an online review board and act as a filter between the customers and the sellers. The review sites act as a platform for both these parties. As far as the sellers are concerned, they pay to the third party company, which then verifies the customer reviews and removes the fake negative reviews and authentic positive reviews from their site. The third party company also earns revenue out of the revenue earned by the sellers by posting the reviews on their site.
However, the importance of reviews is also greater for the customers. The importance of reading online reviews is more important because this way you can get more information about the product that you are planning to purchase. In this context, it is very important to state that the customers pay more attention to the negative reviews than the positive ones. According to one study found on the Net, a whopping 80% of the customers visit at least one review site when buying a product. So, it is clear that the presence of bad reviews on a site has a significant impact on the trust that people have in that particular site.
So the importance of reading online reviews is very important. Apart from benefiting your own business, the presence of negative reviews can cost you a lot. For example, if a seller has a bad review on his site, the chances are that if you visit his competitor’s website, you will not find that particular site at all. You may be directed to a page with positive reviews only. As a result, the negative review may cost you a good amount of money. On the other hand, the presence of positive reviews on the site can help you gain business especially when the product in question is a new one.
The presence of negative and positive reviews can help you gain more business. However, in spite of all these advantages, it is advisable to always avoid the presence of both negative and positive reviews on your site. This is because the presence of negative reviews can cost you more than the presence of positive reviews. As a result, it is always better to stick to the rule of ignoring both the positive and negative reviews.