One of the most important aspects of your business is the ability to analyze past data. As a business person in a lightning fast business landscape, learning from your past mistakes quickly is your future!
When you start to put your products out to market, you will inevitably get some bad reviews. No matter how precise your process may be, there is simply no way to get rid of human error or the random lemon product. However, these bad reviews should be looked upon as an opportunity for negotiation training rather than a detriment to your business, especially with the data aggregation services that are available to your business today. Here are just a few of the ways in which you can use bad reviews to improve your e-commerce business today.
Use the bad reviews as citations to improve your search engine ranking.
Recent changes in Google and the other major search engines now give you the opportunity to raise your search engine ranking from either good or bad reviews. Although you definitely want more good reviews, you can definitely solidify your presence online by using any and all mentions of your content and your products.
With a good reputation management program, you can actually use the bad reviews to your advantage while burying the actual review in the bottom of the search results. Talk to a dedicated search engine optimization specialist in order to capitalize on these ideas if you do not have someone in house with the time and the expertise to manipulate the search engines yourself.
Use negative reviews as an opportunity to turn an angry customer into a return customer.
The only time that people get riled up enough to leave a bad review is when they expected good service. Through that bad review, that customer has showcased an emotional attachment to your company, to your brand or to your product. You can switch this to your advantage much more easily than you can try to create emotional content for your product in someone who is neutral.
Get in contact with the person who has left a negative review.The incredible truth is that if you can fix the problem, your hater is very likely to become one of your top customers. They will be the ones who will leave you plenty of positive reviews, especially if you solicit them. Do not let this person slip away from you for any reason!
Use bad reviews to find weaknesses in your business.
If you begin to see a trend in your reviews, then you may have a business habit that you need to fix. You can test this by aggregating all of your negative reviews together and looking for certain keywords that are related to each other. Once you find a problem, fixing it is usually the easy part with the right case management software.
You want to make sure that you have showcased your improvement to your audience so that they know that you have addressed their concerns. You should make it a point to get in touch with the people who are leaving you negative reviews and try to convert them.
Take note of where people are losing engagement.
If you have a sales platform with multiple pages, then you may need to analyze each part of that process independent of the other parts. You will be able to determine which parts of your process are turning people off and which parts are driving people to you. This works especially well if you are trying to determine the best ad to use for your company. Ads tend to set expectations, and if your ad sets the bar too high for your product, then you are more likely to get negative reviews. You can use case management software to track clicks to see exactly which ad caused the most negativity and lack of customer goodwill.
About the author: Cameron Johnson is a business consultant and entrepreneur. Over the course of his career he has conducted case studies on both social media optimization and non-profit marketing. Cameron has also had the opportunity to speak at international business conferences and was recently recognized as one of the world’s top 100 advertising experts to follow on social media.