7 actions consumers take after reading not-so-shining reviews

[mandy]

Sucharita Mulpuru and Forrester Research recently released a report called Myths And Truths About Online Customer Reviews. The report covers a lot of ground, but I want to hone in on customer behavior after reading negative reviews. Many retailers have avoided adding reviews for fear negative reviews will hurt sales, despite the proven conversion benefits they deliver. From the report, here are 7 actions consumers take after reading not-so-shining reviews (customers may take more than one action)

“After reading negative customer ratings/reviews about a specific product on a retailer’s Web site, how do you respond?”

• 47% search for an alternative product
  
• 37% read professional/editor-written reviews of the product
  
• 26% continue to shop for the product regardless of the negative ratings/reviews
  
• 18% look for a retailer/manufacturer that offers a money-back guarantee
  
• 7% contact the retailer for clarification of the issues raised in the negative review
  
• 7% contact the manufacturer for clarification of the issues raised in the negative review
  [li]6% post a follow-up question for the author of the negative review[/l][/l]

full article: http://www.getelastic.com/thinking-posit...e-reviews/