A negative review doesn’t have to have a negative impact on your business. Find out how you can turn a negative review into a positive with this quick guide.
No business likes receiving a negative review. Those five golden stars are an online currency that we all work hard to maintain. However, no matter how great your business is or how hard you work to please the customer, sometimes, a negative review will blot your perfect landscape.
Other times, the customer can simply be in a bad mood, and a small inconvenience that would have reduced feedback by one star can encourage the grumpy customer to leave a scathing review instead.
Sometimes, the feedback is genuine, there’s a fault with a product or the service that you can change. In this instance it’s important to view the negative review as feedback. This customer is giving you essential information that you can use to improve your business. This is gold dust. It’s a lucrative opportunity that shouldn’t be missed, and you can turn this negative experience into a positive by simply changing your attitude to the feedback.
Adapt Your Attitude
Once you understand how valuable negative feedback is to your business, you can appreciate the customer who left the negative review. Of course, the initial kneejerk reaction is disdain or annoyance towards the reviewer, but in many cases, the customer is actually helping you. If you change your attitude to one of gratitude, this will shine through in all correspondence with the customer, thus cementing the positives into an otherwise negative experience.
Pick it Apart
The next step is to pick apart the feedback. Does the customer have a point? Could you change something, if so what? If you extract the valuable information you can act on it for the good of your business.
Respond in Kind
Your negative reviewer expects an answer. The first nuance to consider is that your reviewer will be angry. They may not be open to reason. They want to blame and they want a solution, they don’t want to waste any more time, in short, they seek compensation, usually above the cost of the original product. Indeed, they should be rewarded for feeding you data you can use, they should be treated with respect and listened to.
Remember Who You’re Dealing With
This reviewer has taken time out to leave a review, albeit negative. This make that person a strong adversary if only you could change their opinion. The best marketing teams have found ways to turn negative reviewers into the best ambassadors for their brands and you can do the same. This is how.
How to Respond to a Negative Review?
In the first instance, you should respond via email if you have those details. Until you know you’ve calmed the situation, it’s a little foolish to respond on a public forum as outside influences can further enrage your customer, leading to a rather damning interaction across social media. Of course, you must acknowledge the customer if they have made contact through social media, but make it clear that you will communicate via email or over the phone.
- Listen (Pay Attention): A lot of negative reviews are diffused instantly as soon as the customer believes the brand is listening to their concerns. This can be all it takes to turn a negative review into a positive. Listen to the feedback and empathise. Let the customer know that you understand the inconvenience they’ve experienced and let them know that you too, are human, not just a faceless brand.
- Apologise: You should always apologise to your customer, even if you think their negative review is unfounded. You can apologise for taking up their time, you can apologise for the feelings the product invoked in them or you can apologise for not meeting their expectations. At this point, your customer should be calmer, more rational and ready to discuss the review reasonably.
- Appreciate: Don’t forget to say thank you to the customer for bringing the problem to your attention. Let them know they’re now an integral part of your business (thus building loyalty) as they are helping to shape your brand going forward.
- Award: Most complainers usually expect some type of reward, be it monetary compensation, vouchers or a refund. There are actually professional complainers online who will leave negative reviews in a bid to receive these rewards. It would be detrimental to your reputation to withhold compensation, regardless of the motivation. If the complaint is justified, the reviewer will probably be happy with a full refund, a discount voucher or free postage and packaging. There’s no need to bankrupt your business.
- Act: Once you’ve reached an agreement via private email with the customer, you can respond to the review online. Let the general public know the steps you’ve taken to help the customer come to an outcome that’s reasonable. Reassure the public that you’ve acted on the concerns of the customer in order to minimize a repeat of the same mistake. Finish with an invite to all users to ask questions if they still need clarification about your response or the situation that caused the negative review in the first place.
If a negative review is handled with care, it can actually boost a business. As customers we always check the negative reviews of a product first as we believe these to be more genuine. If your response shows that you’ve taken feedback on board and you’re keen for the problem to disappear, it will actually prompt a buyer to purchase the product, as they will feel confident that they won’t have the same experience as the reviewer.
Basket abandonment is a real problem in eCommerce, here’s how you can entice more customers to complete the checkout process.
Basket abandonment accounts for over 77% of all shopping online and many retail giants are scratching their heads as they try to implement strategies to combat this digital problem.
In the bricks and mortar stores, basket abandonment figures are much lower but they do exist. People don’t leave their purchases in the middle of aisles but they will put individual items back on the shelf. Offline, this can usually be solved by hiring a sales person on the floor and reducing queue times, online, the solution isn’t so simple.
Why Do Online Shoppers Abandon Baskets and How Can You Combat This?
In order to tackle the basket abandonment problem, we must first identify why so many shoppers leave a website with a full basket. There are many reasons a shopper may decide against a purchase and when solving the problem for your own eCommerce store you should choose which problems you aim to solve for the consumer, of course you can tackle them all, although some may be out of your control.
Here are the main reasons a shopper will leave without checking out:
This can be out of your control. The shopper is happily wandering down your virtual aisles and has every intention of checking out until an outside influence poses a distraction. The distraction could be:
An offline distraction (the phone ringing, a knock at the door, a bid for attention from a child)
An online distraction (a new email notification, an instant message, a pop up from another brand)
Although you can’t do much to stop them being distracted in this way you can go some way to solving the problem. If you’ve managed to collect their email address while they shopped, you can send them a reminder email to bring them back to the abandoned basket.
You can also invest in PPC and remarketing and hope the ads follow them as they follow the online distraction, reminding the shopper to return to their basket.
- Too Much Information
Another reason shoppers abandon is due to an overload of information. They believe there’s too much to process in order to make an informed decision about a purchase.
You can solve this problem by ensuring your copy is clear and succinct. Cut the waffle and show rather than tell through innovative design and words that resonate.
- Unanswered Questions
In contradiction to the Too Much Information problem, there’s also the Too Little Information setback that can leave a shopper with unanswered questions. If they feel they’ve not received the answers to the questions they need, they will postpone the checkout until they’ve researched the answer themselves or until they’ve magically come across the answer while completing other tasks (which means they’ll never checkout).
Make sure you do have all the information a buyer needs before checkout. This includes the price of delivery. Some brands still hide their delivery prices until the end which makes little sense as it usually frustrates the customer and makes them feel manipulated. If your product has a lot of specifications, consider tabbing your product descriptions so the boring information is readily available without interrupting your sales copy. You can also introduce a Live Chat to ensure questions are answered in an instant but if funding isn’t available, offer a telephone number or email and reassure the customer that you’ll respond to queries as quick as possible.
- The Clunky Checkout
A lot of new businesses become excited by the idea of the sharing of information at checkout. There’s a customer willing to share their data and willing to purchase and new brands see this as an opportunity to make the customer jump through many hoops until they complete the transaction. This can be a mistake. Of course, it would be fantastic if the customer bought more or signed up to the newsletter but there are other ways to do this. Every time you add another step to the checkout process you increase the chances of the basket becoming abandoned.
Make the checkout process as seamless and quick as possible. Allow customers to checkout as a guest and remove any un-necessary pop ups or pages. No shopper enjoys the checkout process and will appreciate any company who makes it quicker and painless. If you want to sign a shopper up to a newsletter, ask when they verify an account, or use a pop up on a blog. If you’d like to upsell, use techniques when they’re still shopping not when they’re about to checkout.
It is amazing how we use the internet. We’ve become so used to convenience that we’re actually very lazy. If you were to introduce a heat map to your site, you’d be surprised at the areas customers miss that are right in front of their face. To you it’s obvious, to a customer it’s shrouded in mystery. From a psychology perspective a customer reads a website like this:
- Top Right Corner
- Top Left
- Right Side Bar
- Right Bottom Corner
That’s it. If you have a link on the bottom left or even on the left, they’re likely to miss it. People will abandon their shopping if they can’t see the next steps immediately.
Use beta testers to make sure the checkout process is a clear as possible. Install a heat map to see where your customers linger the most and make sure you have clear directions, along with clear buttons for how to navigate to the next page. This sounds so simple, but many new companies find that by making the process clearer, basket abandonment figures are reduced.
Basket abandonment will always be a problem as long as we shop in a faceless manner behind a screen. Eliminating 100% of basket abandonment is impossible but we can certainly reduce the numbers with a little psychology and some intuitive marketing.
Discover how to eliminate buyer’s guilt when selling a product online and why it’s so important that you tackle this consumer psychology problem head on.
We all know how important consumer psychology is to the success of a business. When a store can tap into a consumer’s mind-set, seemingly on a one to one basis, sales will be effortless. A lot of brands invest heavily in learning about the consumer’s psychology for engagement, sales and brand awareness but few consider the thoughts of the customer once a product is purchased. The right after sales care is essential for generating customer loyalty and repeat custom. A repeat customer will bring a lot more profit to a business than a new one, as the cost per acquisition is much less. If you can eliminate buyer’s guilt, not just at the point of purchase, following the sale, you can almost guarantee a customer for life.
What is Buyer’s Guilt?
As a consumer you will have felt buyer’s guilt whether you’ve been aware of it or not. Very few people have escaped life without feeling this confusing emotion when purchasing a luxury product. Buyer’s guilt is the pang of selfishness you feel when you splash out on a new pair of shoes, (whether you deserve the treat or not), it’s the shopping hangover after you’ve become carried away in the moment and spent too much, it’s the regret of buying a product for twice the price because you didn’t have time to shop around and it’s the sinking feeling that once again, you’ve been a little too frivolous with your pay packet and will need to tighten your belt for the rest of the month.
It’s the emotion a customer feels when they purchase a luxury item that’s not entirely needed, a product that they could live without, a splurge, a treat, a luxury. This could be any product from a new dress to a luxury face cream, an organic salsa to a new kitchen gadget. If it’s purchased with disposable income then it has the potential to invoke buyer’s guilt.
Why You Should Eliminate Buyer’s Guilt
You may believe that buyer’s guilt isn’t important. It doesn’t have a substantial affect on sales or buyer engagement. In fact, if you understand the importance of consumer psychology and your customer’s emotional responses as they shop, you’ll also appreciate how buyer’s guilt can have an impact on the lifetime value of a customer.
A customer who experiences buyer’s guilt will purchase the product but they are unlikely to return unless they find they have money to burn? Why? Our brains pair actions with emotions, and retain certain titbits of information in order to process memories effectively. A person with buyer’s guilt doesn’t remember the exact reason they felt deflated, sad or simply bad when shopping on your website but they do remember the emotions and they are also aware that they don’t want to repeat that cycle. They soon associate your store with negative connotations, which leads them to seeking out a competitor in a bid to avoid depression. It’s natural self-preservation.
How to Eliminate Buyer’s Guilt
Now you know what buyer’s guilt is and why it’s so important, you need to know how to eliminate it. In an article for Forbes*, I gave some tips but I will go into a little more detail here.
Step 1: Make the Product Essential
A luxury product could invoke feelings of Buyer’s guilt but not if the product becomes useful. For example, a luxury skin cream is not an essential product until you describe it as a moisturiser that’s essential for maintaining the elasticity of your skin as you age, a cream that delivers the nutrients your skin needs to stay healthy.
Step 2: Compliment but Don’t Patronise
Another tactic is to compliment the buyer, they’ve found a great deal, they have impeccable taste, and this should be celebrated. This can create feelings of accomplishment that will drown out any negative feelings of buyer’s guilt.
Step 3: Avoid Certain Words
Few people have the budget to splash out or splurge. As soon as these words are mentioned, they instinctively start a battle in their minds where they ask if they can really afford it; just as a dieter would when reaching for the second slice of cake. (In this instance avoid words such as indulgent if you’d like them to purchase another slice!) You can ensure they know the product is of the highest quality without using words such as splurge, splash out, or even, (it has been known) expensive.
Step 4: Highlight Benefits over Features
The features of a product are those that make the product work, the buttons, the slick packaging, the operating system. The benefits are how it will impact on a person’s life and to eliminate buyer’s guilt you do need to emphasis these. For example, the new iPhone 7 has plenty of features but it’s still an expensive purchase which could be seen as frivolous if the iPhone 6s works fine. Focus on the benefits: It will save you time, and eventually money. It will make life easier. It will remove frustration. It will allow for better communication. In short, your life will be better through this purchase.
Step 5: Add a Time Limit
If you make a product exclusive, and add a time limit, all of a sudden shoppers don’t feel too guilty about the purchase. This is because they’ve snapped up a once in a lifetime offer and they’ve embraced an opportunity.
Step 6: Show How the Product Saves Money
Every product can save a buyer money in the long run and by highlighting this (in a subtle way) you can remove buyer’s guilt.
For instance.: A diamond bracelet becomes, “Your go to accessory for every evening out as the diamond bracelet alters appearance depending on the outfit and pairs perfectly with any outfit removing the need for purchasing multiple accessories for each and every occasion.”
In summary throughout the entire shopping experience online you need your customers to enjoy a positive experience that leaves them feeling happy and satisfied. It’s this emotion that will bring a customer back again and again.