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95 percent of eCommerce buyers read reviews before purchasing any item.
A Womply study found that consumers, at least 28 percent, trust 4 and 4.0 star ratings.
40 percent of consumers said that negative reviews would make them not buy a brand.
An Amazon review is doing more than advertising a watchsince it has made it clear that humor and consumer satisfaction are the best way to reach the virality to which brands aspire.
And it is that reviews, ratings and reviews in digital they are the main purchasing decision factor for at least 48 percent of consumers, who, in turn, spend a large part of their time on the internet… the result of this synergy: recommendations or direct and public complaints on social networks.
With this panorama in mind, we can see hundreds of publications that confirm data from various studies on current consumption habits, such as that of horowitzresearch or the BrightLocal’s Local Consumer Review Survey, which say that an average of 68 percent of buyers are encouraged to consume in a local business thanks to a positive review, while 40 percent delimit a negative review so as not to try a product, service or establishment.
Likewise, this digital reality reflects another factor of consumer recognition and that is the experience they have on a website, blog, streaming, eCommerce and more, since it will be this limiting factor that generates humor, joy and even annoyance. among potential buyers.
For example, according to the Online Opinion Survey, the rating most trusted by consumers is 4 stars, on that of 5; a Womply study found that businesses with a 4.0 to 4.5-star eCommerce rating earn 28 percent more in annual revenue, while 5-star businesses have below-average sales and sometimes even less revenue than businesses with 1 or 1.5 stars.
Thus, we can say that consumers seek valued opinions from other buyers and trust more in their authenticity, since marketing bot strategies are growing more and more and it has become a challenge to learn to differentiate false reviews from the real ones, since publications are often too perfect or without factors such as photographs and shipping details.
“Controller Clock” Goes Viral With Funny Amazon Review
This time Amazon is in the digital conversation thanks to the publication of an ingenious purchase review, exhibited by a user of the eCommerce platform who “fell in love” with the story embodied and was more encouraged to invest money in the promoted product, the which also gained virality in Spain and has generated multiple reactions on social networks.
It all starts with finding Roberto Deglanéwho showed the shopping and life experience of Enrique, an Amazon Spain customer who left his mark on the opinions of a men’s watch.
“This is the clock controlling people. That many of you are asking me what watch it is (but don’t copy yourselves)”, showed the Twitter user in the thread where the review has gone viral.
This, after a screenshot showed how this simple watch “changed the life” of a buyer and even improved his family relationship by subtly integrating his son-in-law.
“I gave it to my daughter’s boyfriend for his birthday (…) The boy was delighted, he liked it, he looked at it and re-looked there, on his wrist, shiny with its cleaning cloth, its elegant box. Her look said it all.”
“Now, thanks to this watch, I can ask him for anything… ‘help me place the firewood’, and the boy helps me; ‘get on that ladder and clean the carcass’, and the kid does it”, says the popular opinion of the product, among other things.
Come on, come on, I’m going to be a good person. This is the watch controlling people. Many of you are asking me what watch it is (but don’t copy yourselves) 😜 pic.twitter.com/1c88kgE1qY
— Roberto Deglane (@RobertDeglane) January 10, 2023
As expected, many users gave humorous opinions about Amazon’s “controller watch” and made their own “inquiries” to expose some other reviews that encouraged their purchases thanks to humor or, at least, encouraged them to continue browsing the e-commerce site.
This example occurred in Spain, but it is not exclusive to the European region, since humor and authenticity in purchase reviews grows in each web and eCommerce interaction site in which brands connect with consumers.
In fact, data from the macro survey Statista’s Global Consumer Survey reveals that this trend is more than visible in Latin America, since in Brazil 63 percent of respondents consider that evaluations on eCommerce platforms are very useful when it comes to guiding their preferences; in Colombia, a similar percentage shares this opinion (60 percent); while in Mexico, Italy and Spain, more than half of those interviewed believe that reviews play an important role in influencing the purchase of products on-line.
The figures change according to the supply and demand of each country; This contrast is seen with American (44 percent), Japanese (43 percent) and French (41 percent) consumers being somewhat more skeptical when stars are given by would-be buyers on digital platforms.
These types of viral cases show us how purchasing process decisions in post-pandemic times they can directly influence brand sales, so promoting digital dynamics that involve more customer experiences will be key to the survival and reputation of eCommerce sites.
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