A Three Star Product Rating Decreases Customer Trust by 67% According to This Survey

The first thing that any consumer would do before they buy a product is check out the rating it has received. These ratings are generally given out of five, which would make three stars out of five a very reasonable rating with all things having been considered and taken into account. In spite of the fact that this is the case, a new survey has revealed that a one star decrease in a product’s rating could make customer trust plummet by as much as 67%.

With all of that having been said and now out of the way, it is important to note that there is not nearly as much of a disparity between five and four star ratings. Indeed, fewer customers trust five star ratings because of the fact that this is the sort of thing that could potentially end up being artificially generated or manipulated. All in all, 95% of customers trust a product with a five star rating, while a whopping 96.3% trust products that have between four and five stars.

However, once the rating drops to three stars, only 28.7% of customers say that they will trust the product. The trust for products with lower than a three star rating is next to nothing, with just 0.8% for two stars and 0.9% for one star reviews.

Hence, the main priority for people trying to sell their wares through ecommerce is to keep the rating at above four stars. Allowing it to dip below four stars could make customers trust the product far less than might have been the case otherwise.

This just goes to show how detrimental a single star decrease can be. As far as digital consumers are concerned, it’s either all or nothing. This survey was conducted by GoFish Digital, and it reveals the enormous impact the online ratings and reviews can have on the purchasing decisions that customers might make. The curve is fairly similar to click curves in SERPs, so there is a clear pattern here that ecommerce sellers need to take heed of due to the impact it can have.

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