Credibility 'requires balanced customer reviews'

21st February 2008

Incorporating bad reviews into product pages can be a good marketing tactic, according to a new report.

Companies can improve their credibility by showcasing negative as well as positive comments about the items they sell, E-consultancy claims.

"This will show the customer that you are open and honest and the bad reviews will have the effect of making positive reviews more believable," the blog post states.

It offers Amazon as one example of a firm that has gained the respect of its customers by enabling users to post their unedited opinion on products, regardless of whether it makes the merchandise look good.

Clearly displayed contact details and intelligent use of colour and contrast are also cited as ways in which sites can improve their brand's respect.

The advice is publicised in the same week as an eMarketer report highlights that British confidence in online commerce is high and that the proportion of web users in the UK is set to rise over the next four years.