如果你不是開餐館的，你還需要擔(dān)心網(wǎng)上的點(diǎn)評嗎？你可能會覺得網(wǎng)上的評價(jià)對你的顧客來說并不重要，或是覺得不值得花時(shí)間和精力去管理網(wǎng)上的評價(jià)。你也可能擔(dān)心負(fù)面的評價(jià)會摧毀你的生意。

你應(yīng)該重新想想網(wǎng)絡(luò)點(diǎn)評的重要性。以下五個(gè)理由闡釋了為什么每個(gè)小企業(yè)主都應(yīng)該歡迎甚至是積極鼓勵(lì)網(wǎng)絡(luò)上的點(diǎn)評。

1.大多數(shù)消費(fèi)者都會閱讀在線點(diǎn)評。

根據(jù)一家名叫“詢問你的目標(biāo)市場”（Ask Your Target Market）的公司進(jìn)行的調(diào)查，大約有50%的受訪者表示，他們在購買一件商品前，會“總是”或“大多數(shù)時(shí)候”先查看一下網(wǎng)上的評價(jià)。還有25%的受訪者表示，他們大約有一半的時(shí)間會視網(wǎng)上的評價(jià)而決定是否購買。只有16%的消費(fèi)者很少查看網(wǎng)上評價(jià)，完全不看網(wǎng)評的受訪者僅占了10%。

2.網(wǎng)上的評價(jià)會影響購買行為。

在該調(diào)查中，約有四分之三的消費(fèi)者表示，網(wǎng)絡(luò)評價(jià)對他們很重要。對于商家來說，網(wǎng)絡(luò)評價(jià)的重要性，以及消費(fèi)者對它的依賴程度，取決于你所銷售的商品。比如如果你賣的是科技產(chǎn)品，那么你應(yīng)該知道，有70%的消費(fèi)者在購買科技產(chǎn)品之前，都會經(jīng)常查看網(wǎng)絡(luò)上的評價(jià)。46%的消費(fèi)者經(jīng)常查看關(guān)于家居產(chǎn)品的評價(jià)；40%的消費(fèi)者會查看餐廳、酒店和旅行相關(guān)業(yè)務(wù)的評價(jià)；35%的消費(fèi)者會在買衣服配飾前先看看網(wǎng)評；23%的消費(fèi)者會關(guān)注本地零售商店的評價(jià)。

3.消費(fèi)者會綜合利用多個(gè)在線點(diǎn)評網(wǎng)站。

消費(fèi)者最經(jīng)常登錄的在線點(diǎn)評網(wǎng)站是亞馬遜。就算你不在亞馬遜上賣東西，你也應(yīng)該意識到你所銷售的產(chǎn)品或許正在亞馬遜網(wǎng)站上被人點(diǎn)評。谷歌、Yelp和Facebook也是熱門的點(diǎn)評網(wǎng)站。另外，消費(fèi)者還經(jīng)常會在某個(gè)地區(qū)或行業(yè)的特定網(wǎng)站上發(fā)表評論。你的產(chǎn)品在越多網(wǎng)站上被人點(diǎn)評，對你的企業(yè)的效果就越好。

4.大多數(shù)消費(fèi)者只看不寫。

關(guān)于在線點(diǎn)評，有這樣一個(gè)奇怪的現(xiàn)象：小部分消費(fèi)者對絕大多數(shù)消費(fèi)者產(chǎn)生了相當(dāng)大的影響。在受訪者中，僅有6%的消費(fèi)者表示，他們總是會在購買一樣商品后在網(wǎng)絡(luò)上寫點(diǎn)評。15%的受訪者表示他們大多數(shù)時(shí)候會寫點(diǎn)評，24%的受訪者表示他們約有半數(shù)的時(shí)候會寫點(diǎn)評。不過也有35%的消費(fèi)者表示他們很少在網(wǎng)上對所購商品進(jìn)行評價(jià)，20%的受訪者則從來不寫點(diǎn)評。

如果你不去鼓勵(lì)顧客針對你的生意寫點(diǎn)評，你就錯(cuò)過了一個(gè)很好的方法去獲取潛在顧客的信任。更嚴(yán)重的是，少數(shù)那些寫點(diǎn)評的顧客會對其他消費(fèi)者造成不成比例的巨大影響。比方說，如果幾乎沒有人針對你的產(chǎn)品寫點(diǎn)評，那么只要一條差評，就會對你的生意造成很大的負(fù)面影響。

你可以采取以下方法鼓勵(lì)消費(fèi)者寫網(wǎng)上點(diǎn)評：

? 在你的網(wǎng)站上添加點(diǎn)評網(wǎng)站的鏈接，這樣消費(fèi)者就可以通過你的網(wǎng)站看到Y(jié)elp等點(diǎn)評網(wǎng)站上的評價(jià)了。

? 在你的店里設(shè)置Yelp等點(diǎn)評網(wǎng)站的標(biāo)志，讓消費(fèi)者知道可以在哪個(gè)點(diǎn)評網(wǎng)站上看到關(guān)于你的評價(jià)。

? 你可以在收據(jù)、結(jié)賬小票或發(fā)票上寫上“你可以在Yelp上找到我們”之類的話。

? 當(dāng)然，你還應(yīng)當(dāng)定期查看關(guān)于自己的在線點(diǎn)評，迅速地對其中的重要點(diǎn)評做出回應(yīng)。

5.負(fù)面點(diǎn)評其實(shí)一般都很少。

還在擔(dān)心消費(fèi)者可能對你寫差評嗎？完全沒必要。根據(jù)該研究，近半數(shù)（46%）的消費(fèi)者表示，他們的評價(jià)通常是正面或非常正面的。只有3%的消費(fèi)者表示他們經(jīng)常在網(wǎng)上寫負(fù)面或非常負(fù)面的評價(jià)。（財(cái)富中文網(wǎng)）

譯者：樸成奎

If you don’t own a restaurant, do you need to worry about online reviews? You might believe that online reviews don’t really matter to your customers. You may think they’re not worth the time and trouble it takes to manage them. Or you may worry that one bad review will destroy your business.

Think again: Here are 5 good reasons why every small business owner should welcome—and actively encourage—online reviews.

1. The majority of consumers read online reviews.

In a survey by Ask Your Target Market, 50 percent of respondents say that before making a purchase, they check online reviews “always” or “most of the time.” Another 25 percent do so about half the time. Just 16 percent rarely check online reviews, and only 10 percent never do.

2. Online reviews affect purchasing behavior.

About three-fourths of consumers in the survey say online reviews are important to them. The importance of reviews, and how frequently consumers rely on them, varies depending on what you sell. For example, if you sell technology products, you should know that 70 percent of consumers regularly check reviews before making a tech or gadget purchase. Forty-six percent regularly read reviews for home items; 40 percent read reviews for restaurants, hotels or travel-related businesses; 35 percent read reviews before purchasing clothing or accessories; and 23 percent read reviews for local retail stores.

3. Consumers use a variety of online review sites.

The most popular site for consumers looking for online reviews is Amazon AMZN -0.35% . Even if you don’t sell products on Amazon, you should be aware that products you sell may be reviewed there. Also popular:Google GOOGL -0.86% , Yelp and even Facebook FB -1.02% . In addition, customers may be reading reviews on local sites specific to your region or on sites related to your industry. In other words, getting reviewed on as many sites as you can will help your business.

4. Even though the majority of consumers read reviews, most don’t write them.

Here’s the thing about online reviews: A small percentage of consumers are making an outsized impact on the rest. Just 6 percent of respondents in the survey say they always write online reviews after making a purchase. Fifteen percent leave reviews most of the time, and 24 percent do so about half the time. However, 35 percent rarely leave reviews, and 20 percent never do at all.

If you’re not encouraging your customers to write reviews of your business online, you’re missing out on a great way to gain perspective customers’ trust and get them to try your business. What’s worse, the few customers who do write reviews are having a disproportionate effect on what everyone else thinks of your business. Think about it: If hardly anyone writes reviews, one bad review has a much bigger effect than it otherwise would.

Here are some ways to encourage customers to write online reviews:

? Add links prominently on your website where customers can review you on sites such as Yelp.

? Use signage in your location, such as Yelp decals, to let customers know which review sites you’re featured on and where they can find you.

? Include language on receipts, restaurant checks or invoices saying something like, “Find us on Yelp.”

? Of course, be sure to regularly read your online reviews and respond promptly to any that are critical.

5. Negative reviews are few and far between.

Still worried about what customers might say about you? Don’t be: Nearly half (46 percent) of customers in the survey say their reviews are usually either positive or very positive. Just 3 percent say they frequently leave negative or very negative reviews.