All reviews are valuable, and a mix of positive and negative reviews helps to improve consumer trust in the opinions they read.
Indeed, stats from Reevoo suggest that the presence of bad reviews actually improves conversions by 67%.
Reevoo found that people that seek out and read bad reviews convert better, as the very fact that they are paying such close attention means they are more likely to be in purchase mode.
68% 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 any negative opinions on the page.
Too many bad reviews aren’t good for business
The benefits of bad reviews very much depends on the proportion of good to bad. The negative reviews make the positive ones more believable, but there is a point at which they ring alarm bells for consumers.
If, for instance, a product page contains 15 reviews, and two are negative, then the other 13 look more authentic. If that proportion changes, it’s a different matter.
Research from Lightspeed found that between one and three bad online reviews would be enough to deter the majority (67%) of shoppers from purchasing a product or service.
The tolerance of bad reviews varies depending on age groups. For example, 28% of the 45-54 age group and 33% of 55-64 year olds would be deterred after reading two bad reviews, compared with just 10% of 18 to 24s.
It also depends on the type of product on offer. A book, game or film will often divide opinion, but reviews of electrical products which highlight flaws will be more likely to deter others.