Table: How many 5-star ratings are needed?

Bad Google reviews? The following table clearly shows how much a bad rating can affect your overall average. It shows you the minimum number of 5-star ratings you need after a single 1-star rating in order to achieve certain target averages. Even small differences in the average can be decisive in determining whether your store is perceived as trustworthy or dubious.

Let’s say you have 5x only 1 star = 95x perfect 5 stars as compensation for top 4.8 rating

Why are good ratings so important?

People trust the opinions of other buyers, even if they only glance briefly at the stars. Studies show that just 1.4 seconds is enough for a rating to influence trust. With an average of just 1.5 stars, you immediately appear dubious and many potential customers will leave. Things look solid from 4 stars upwards, but you only reach the upper segment of customer satisfaction from 4.4 stars upwards. Increase conversion rate through satisfied customers – smart, right?

An average of 4.7 or 4.8 stars is even better, as it indicates consistently high quality. A perfect 5.0 is desirable, but becomes almost impossible as the number of reviews increases. Many customers already consider 4 stars to be good, while 5 stars are considered outstanding with exceptional service. You should therefore focus on consistently collecting very good reviews without being discouraged by a single bad review.

Collect more good reviews

The basis is simple: good products and reliable customer service. However, this alone is often not enough because satisfied customers rate much less frequently than dissatisfied customers. This makes it all the more important that you take active steps to make positive experiences visible. With the right strategy, you can not only keep your average rating stable, but also continuously improve it in the long term – perfect for scaling your e-business through real customer (feedback) and empowerment marketing!

Actively ask customers

Many satisfied customers only leave a review if you ask them to do so directly. That’s why you should specifically remind them after the purchase and ask for feedback. This even works automatically with providers such as Trusted Shops or directly via your online store. With WordPress and WooCommerce, you can use plugins such as WooAutomate or similar tools that make the process much easier. Of course, this also works with Magento, Shopify & Co.

Bonus tip: Valuation change

Give positive feedback, offer vouchers, a partial refund or even a return as a last resort to keep your ratings high. Actively ask for a change here too, especially if a customer feels more uplifted by your actions. In this way, you can convert one or two 1-star ratings into 3 stars, 4 stars or even 5 stars.

Transparent communication – even in minor crisis situations – is a key to better ratings. Customers notice immediately when you are honest, reliable and solution-oriented. If you respond quickly to queries or problems, you create a feeling of security. It is precisely this trust that your customers often reward with a 5-star rating.

Optimize customer service

The smoother the process from order to delivery, the more likely customers are to write a positive review. Small details such as fast delivery times, friendly communication or accommodating returns are remembered. Customers don’t just rate the product itself, but the entire experience with your store. So make it as pleasant as possible for them so that they are happy to give you five stars.

• Actively ask customers for reviews
• Use automation tools
• Communicate quickly and transparently
• Constantly improving customer service

What about lawyers? Yes, of course that’s also possible. However, I recommend first working primarily on your own 1) product and 2) customer service.

Remember: Don’t get 1 star!

A single bad review can massively drag down your average, especially at the beginning when you haven’t collected many reviews yet. With every new 5-star rating, on the other hand, you build trust and secure the reputation of your store. From a value of 4.7 or 4.8 stars, you are in the premium range, which customers associate with high satisfaction and quality. This should be your long-term goal.

Calculation & Results

Now you know what the NPS is, but how do you calculate it?

Calculation

Step 1: Ask customers to rate their feedback on a scale of 0 to 10.

Thus, three categories can be derived.

• 0 to 6 means detractors: customers would not recommend the company and may even advise against it
• 7 to 8 means indifferent: customers are not dissatisfied, but do not recommend the company either
• 9 to 10 means promoter: customers recommend your company to others

Step 2: Calculate how much percent promoters and detractors represent.

Step 3: Subtract percentage of detractors from promoters.

Results

Initially, the result only tells whether the company has rather dissatisfied or satisfied customers. Important information can then be gleaned from a comparison with other companies. Amazon, among others, has the highest score worldwide, with a score between 70 and 80. Nevertheless, the goal should not be to blindly aim for a high NPS value, but to continuously increase it.

Advantages of the NPS

In addition to revealing customer satisfaction, the NPS offers other benefits:

• Fast and uncomplicated results
• Customer opinions are identified
• Detractors can be retained directly
• The NPS value can be compared with other companies

Criticism of the NPS

While the NPS offers many advantages, there are a few criticisms that should be considered:

• Different cultures and industries handle a scoring system differently (e.g. for reasons of politeness)
• The distinction not between detractors and promoters is a very simplified treatment of customer relations
• Individual reasons are not taken into account
• Additional questions are useful to make the NPS more meaningful

Criticism of clickbait

German courts have already fined clickbaits several times. Marketers should be aware of the risks associated with clickbait. Advertising has always had a manipulative character and appeals to instincts. However, the products and services advertised are usually fulfilling offers. Those who use clickbait as a business model online or in social media are forced to strike a balance. Disappointed expectations lead to customer dissatisfaction and boring content, on the other hand, is by far the least noticeable.

Clickbait quickly explained

Clickbait briefly explained here:

• Click bait
• Seduction to click on