Negative reviews can actually improve checkout conversion.
For context, reviews are a big deal:
- 93% of consumers claim product reviews impact purchase decisions
- The social proof of having 50+ product reviews increases conversion. Shoppers trust peers more than they trust brands.
Negative yet constructive reviews can outperform your best positive review for generating sales. When a partially negative review weighs your cons versus your pros, and concludes that the product was worth purchasing anyway, that sounds authentic and honest.
Here's what you can do:
- Make sure your post-purchase email flow contains a request for reviews. The more reviews you have, the better.
- Don't bury slightly negative reviews. If someone leaves a 4-star review and offers a fair (and insignificant) critique, showcase it towards the top of your product page. Be human.