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Jared Hamilton
From: Jared Hamilton
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Greg Gifford

Greg Gifford Director of Search and Social

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Negative Reviews Will Turn 4 Out of 5 Customers Away

 

Reputation Management has been getting a lot of buzz lately, especially with Google’s recent updates that use ratings to influence placement in the search results. Good reviews can boost your placement, and bad reviews can lower you – but beyond the technical points, it’s common knowledge that online reviews have an effect on your business.

A recent study by Cone shows just how much reviews can help or hinder your dealership. A mind-blowing 4 out of 5 consumers have changed their mind about a purchase based solely on negative information they found online! That’s 80% of your potential customers who will decide NOT to buy from you because they found negative reviews about your dealership online.

It goes both ways though – the study also showed that 87% of consumers said that a positive review actually confirmed their decision to purchase.

Another interesting stat – 59% reported that they are more likely to research a purchase online because they can easily access applications on their mobile phones.

The most important statistic to come out of the study: a whopping 89% of Americans will verify recommendations on high cost purchases, such as cars. That means 9 out of 10 potential customers will be researching your dealership online before doing business with you… so what will they find???

You should know about every single review your dealership has online… period.  If people are online talking about your business, there’s no excuse NOT to be a part of the conversation. A good rule of thumb is that you need 10 positive reviews for every 1 negative review. Do you know where all your reviews are and how they look?

Remember – it’s not hard to make basic reputation management part of your daily routine. We put up a post last week called Social Media Monitoring in 10 Minutes a Day – read it now, if you haven’t seen it yet. You just can’t afford to sit on the sidelines and not think about your online reputation.

If you’d like to have us take care of your reputation management, it’s included in our auto dealer SEO services. We’ll monitor your social media reputation, as well as online reviews, and help you to promote positive reviews and address negative reviews. We’ll also assist you in changing your processes to help gather more positive reviews from your happy customers. Call a dealer consultant today at 888.311.7386 for more information.

Manny Luna
Supper Great Post!!! 5 STARS!!!!!
Manny Luna
Supper Great Post!!! 5 STARS!!!!!
Manny Luna
Supper Great Post!!! 5 STARS!!!!!
Jim Bell
Good post, but I think have a few negative won't hurt you as bad as you think it will. If your positive ones far outweigh the negative and you just have 1 or 2 here or there it won't affect you. It will show that you are a real business. Not EVERY customer will be happy. We all know that. It is how we handle that situation with the customer on and offline. Reply publicly to the customer and then take it off line to resolve it.
Greg Gifford
Thanks Manny! And Jim, you're right - as long as your positive reviews far outweigh the negative, it's not a bad thing - it actually tends to lend a bit more validity to the positive reviews - it looks much more believable than every single review being 5 stars...

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