Online reputation: How reviews affect your sales!
95% of consumers read the relevant customer reviews on the Internet before buying a product. Trust in reviews is high. This is because 88% of consumers attach just as much importance to online reviews as to personal word-of-mouth recommendations. For companies, online reputation is therefore important. Good reviews inevitably lead to more orders. Whereas negative customer reviews can ruin a provider’s reputation. This article explains how you can build an excellent reputation on the Internet.
Table of contents:
- What does “online reputation” mean?
- Positive customer reviews: Why are they essential?
- Customer reviews and online reputation: what is the connection?
- Good reputation on the Internet – also crucial for showrooms
- Platforms for customer reviews: Which ones are interesting for showrooms?
- Set incentives: Increase the ratings of your showroom visitors
- Negative online reputation: how to react correctly
- False ratings for greater success?
What does “online reputation” mean?
The “online reputation” of a company or brand is the public image that is formed through content and interactions on the internet. This includes all information published online, such as reviews, comments and posts. The digital reputation is usually formed by customers, competitors and cooperation partners. They leave their opinions on blogs, social media, rating portals and other online platforms.
Positive customer reviews: Why are they essential?
91% of consumers trust review sites. In contrast, only 38% of consumers trust a company’s advertising claims. One of the reasons for this is that customers know that marketing is intended to sell. In contrast, they hope that reviews on the Internet are independent. Trust is therefore high. A positive online reputation therefore offers the following advantages:
- Increase in sales: Positive reviews can lead to higher sales figures.
- Better visibility: Positive feedback improves visibility in search engines.
- Customer loyalty: Satisfied customers are more likely to buy again and recommend the brand to others.
- Competitive advantage: A strong online reputation gives you an edge over your competitors.
- Crisis resistance: Companies with a good reputation often survive negative headlines better.
- Talent attraction: Positive reviews make companies more attractive to applicants.
- Higher margins: Companies with an excellent reputation can often charge higher prices.
- Investor interest: A positive reputation attracts the attention of investors.
- Quality assurance: Open feedback enables the identification and improvement of weak points.
Customer reviews and online reputation: what is the connection?
Customer reviews are the central cornerstone of a company’s online reputation. After all, it is consumer reviews that strongly influence purchasing decisions. 90% of buyers are more likely to place an order after reading good reviews.
Positive customer reviews have an impact on various factors:
- Visibility of a company on the Internet
- Trust in a brand or product
- Credibility of a company
Companies with positive reviews achieve an average of 31% more sales per customer. This is definitely an incentive to polish up your own reputation on the Internet!
Good reputation on the Internet – also crucial for showrooms
Our world is becoming connected. Online and offline experiences are increasingly merging. This is why positive customer reviews are a key success factor – across all sales channels. At Showme Stores, where online retailers display their products in local showrooms, we utilize this synergy.
Reviews not only influence success on the Internet. They strengthen the reputation of a provider in general. Positive online reviews increase the expectations of potential customers in terms of product quality and service. This increases the likelihood of a visit to the showroom on site. We use this fact in our showroom concept.
Platforms for customer reviews: Which ones are interesting for showrooms?
If you want to run a successful review management system, you need to find the right platforms. There are more than 430 portals in Germany where consumers can submit their reviews. The offer is divided into two options: general review portals and industry-specific alternatives.
General portals for customer reviews
Consumers rate companies and products from a wide range of sectors on platforms such as Amazon. The following portals are also of interest to showroom operators:
- Google My Business: Allows customers to leave reviews directly in the Google search results for a business. This helps with local search engine optimization and increases visibility. An increase in reviews of just 0.1 stars increases the conversion rate by an average of 25 percent.
- Trustpilot: A Danish platform that enables companies to collect and manage customer feedback. Around 1 million new reviews are published every month.
- Yelp: Particularly popular in the USA. The portal allows users to share reviews and photos of local businesses and services.
- eKomi: Independent feedback system from Germany that helps companies to collect verified customer reviews.
These platforms offer valuable insights into customer satisfaction and can help to increase the online presence and attractiveness of showrooms and brick-and-mortar stores.
Specific platforms for reviews
In addition to the general portals for customer reviews, other industry-related platforms are also of interest to companies. Providers in the tourism industry, for example, like to use TripAdvisor. Holidaymakers leave their reviews of accommodation and excursions there. Craftsmen are rated on MyHammer. Which portals are suitable for a company therefore depends on individual factors such as the industry, the products and the location.
Set incentives: Increase the ratings of your showroom visitors
As showroom operators with many years of expertise in online marketing, we at Showme Stores reveal the best tricks and tips for reputation management:
- Personal request: Actively ask visitors for a customer review. This increases the likelihood of a recommendation.
- Offer incentives: Discounts, vouchers or competitions motivate customers to leave feedback. It is important that the conditions of the offer are transparent.
- Ensure simplicity: QR codes on displays, flyers and the like on the exhibition area, links in post-visit emails facilitate the evaluation process. Multiple choice and scale evaluations save time, which increases the chance of feedback.
- Post-visit communication: Ask for an evaluation in an e-mail after the visit.
- Emphasize the value of feedback: Give your customers the feeling that their opinion contributes to improvement. This encourages the willingness to give feedback.
At Showme stores, dedicated advisors accompany customers not only in the showroom, but also during the online purchase if customers decide to buy directly on site. This improves the customer experience. It also increases the likelihood of positive reviews.
Negative online reputation: how to react correctly
Exclusively positive reviews with a full score appear untrustworthy. This is probably the reason why companies between 3.5 and 4.5 out of 5 stars achieve the highest turnover.
Consumers are more likely to leave displeasure than praise. Negative opinions damage online reputations. But they cannot be completely avoided. What is the best way to respond to criticism?
- Reply as quickly as possible. This conveys your appreciation to the customer.
- Apologize. Regardless of whether the customer is in the right or not, regret their negative experience. Avoid a public discussion on the review platform or on your website.
- Answer in a friendly but brief and meaningful way. Ask to clarify the matter personally by phone or email.
- Follow the process. After a personal clarification, you should follow up promptly to see whether the problem has been resolved satisfactorily.
If the customer publicly insults you, you can usually have the review deleted.
False ratings for greater success?
For some companies, it sounds tempting to achieve quick success through fake reviews. In practice, however, this approach harbors significant risks. If the fakes become known, there are massive consequences. According to a survey, 52% then lose trust in the brand. 81% of them turn away from the company permanently.
Market leaders such as Amazon and Google actively combat manipulation of customer reviews. False entries are removed. According to the catalog of fines, fake reviews on the Internet are punishable by law. The penalties start with fines and end with prison sentences of up to 5 years.
Those who falsify customer reviews are not doing themselves any favors in the long term. This is because the discrepancy between expected and actual performance often leads to disappointed customers and negative word of mouth. Genuine customer satisfaction and loyalty are based on authentic feedback and continuous improvement, not unethical tactics. Investing in quality and authentic marketing is more sustainable and promotes long-term success.
With a modern showroom, you can make a significant contribution to promoting positive customer reviews on the Internet. Consumers test products there before buying, which leads to fewer complaints and negative feedback. In our showrooms at attractive locations, consumers can find contact persons who can help directly with problems and questions. A showroom therefore promotes customer satisfaction and loyalty, which prevents negative reviews.
