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How encouraging your customers to compare your product to your competitors' in their reviews could boost your sales
by Tod Maffin (LinkedIn • social media)
Today's News
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REVIEWS • Comparing Products Boosts Sales
In the world of online shopping, it's not just any review that catches the eye—it's the ones that put one product up against another that truly sway consumer decisions.
This from some new research that highlights how comparative reviews not only drive more sales but also fix the damage of negative feedback.
Even negative impact mitigated
Researchers analyzed 58,000+ reviews of 60 phone models and found:
Positive comparisons ("Phone A is better than Phone B...") boost sales by 26.5%.
Negative comparisons are 46.9% less harmful than regular negative reviews.
The credibility factor
The researchers speculate that comparative reviews are more convincing because they make the reviewer seem more knowledgeable. They soften negative points by comparing them to worse alternatives, whereas regular negative reviews focus on product flaws, scaring off potential buyers.
But few sites do this
Despite this, though, reviews where consumers pit one product against another are relatively rare in the wild. The study found only about 10% of online reviews feature comparisons. E-commerce platforms like Amazon, Alibaba, and Best Buy will show comparisons on their product pages, but don’t actually encourage writing comparative reviews.
Takeaway
So — worth testing… in that text above the review field, perhaps encourage customers to draw comparisons in their reviews, asking specific questions about how your product fares against another.
MORE: The Effects of Comparative Reviews on Product Sales, Journal of Interactive Marketing (November 2023)
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