In a world where consumers have an infinite choice of products, their decision-making process increasingly relies on consulting online opinions and reviews. But not all reviews are created equal, and transparency plays a key role in guiding consumers at every stage of their decision process.
Transparency and First Impressions: A Guarantee of Trust
When consumers begin their search, they are primarily looking to reduce their uncertainty when faced with an unfamiliar product. Reviews that are visible from the very first steps reassure them and create a positive first impression.
However, for these reviews to have a real impact, they must be perceived as authentic. A study shows that 93% of consumers in South-East Asia trust reviews from real users more than those from paid influencers*. This statistic underlines the importance of focusing on sincere and honest reviews rather than trying to over-control the online image.
The Importance of Balanced Reviews for Credibility
Beyond first impressions, consumers assess the credibility of a product through the average score displayed. Too perfect, and it may arouse suspicion. Not high enough, it may discourage purchase.
According to a study, 95 to 96% of consumers in SEA view ratings scores of products between 4.5 and 4.8 as credible*. These figures show that consumers are looking for balance: a rating that is high enough to demonstrate the quality of the product, but not unrealistic.
This interval reassures consumers by showing that the reviews are authentic and potentially include some critical feedback, which reinforces their credibility. By displaying this kind of transparency, you not only gain the trust of buyers but also increase the chances that they will go ahead with the purchase.
Detailed Reviews: The Decisive Factor in Decision-Making
An overall rating attracts attention, but it is detailed reviews that really influence consumers when they compare products: 57% of consumers favor detailed reviews over the overall score*, as this feedback helps them to project and anticipate the advantages or disadvantages of the product.
An example of a detailed review might include information on durability, efficiency, or even a specific user experience. These details enable consumers to make an informed choice, based on their specific needs.
Moreover, the absence of reviews is a major obstacle: 65% of consumers are unlikely to buy a product without consulting reviews from other users*. This shows the extent to which varied and transparent reviews are essential.
Transparency: A Drive for Conversion and Loyalty
A brand that values transparency in its reviews does more than just convert prospects into customers: it also builds buyer loyalty by strengthening their trust.
When consumers see a brand openly posting reviews (positive or negative) and responding proactively, it shows a commitment to continuous improvement. This not only generates a sense of respect but also encourages consumers to share their own experiences.
For example, responding to negative criticism with a concrete solution can turn a dissatisfied customer into a loyal ambassador. The Ordinary, a skincare brand, illustrates this by actively responding to negative reviews. They offer personalized solutions, such as product exchanges or advice on how to better use their products. In some cases, the brand takes it a step further by reaching out to dissatisfied customers via private email to better understand their concerns and provide tailored solutions. By doing so, The Ordinary builds trust and fosters a sense of closeness with its customers, cultivating long-term loyalty and encouraging repeat purchases. This strong connection with consumers plays a key role in the brand's ongoing success and growth.
Conclusion: Transparency as a Winning Strategy
Transparent reviews do more than just display stars on a product sheet. It is an integral part of every stage in the consumer decision-making process, providing reassurance, credibility, and informed choice.
Brands that adopt an honest and consumer-centric approach not only boost their sales but also build a solid and lasting reputation. In a competitive environment, transparency is more than just good practice: it is a real driver of success.
*Source: Review Perception & Purchase Influence 2023 Study by Try & Review and Milieu Insight
