Online requests for feedback are effective, even if ignored

Most of us religiously read reviews and ratings before buying anything online. However, despite our reliance on the opinions of others, we are highly unlikely to leave our own review of a product or service.

In effect, previous research shows that the vast majority of people are likely to ignore requests for feedback by clicking “no thanks” when asked to “rate their experience” online. If most users don’t respond, what’s the point of asking their opinion?

In our study on how feedback requests affect consumer behaviorwe found that users who declined to review a website when prompted were more likely to switch from a free service to a paid service than those who were not asked for a review.

Additionally, those who declined to give feedback were as likely to upgrade as those who took the time to leave a rating. This implies that mere exposure to a feedback request influences the consumer behaviour.

The real influence of rating requests

To understand how feedback requests influence consumers, we conducted two field experiences. These have been made in conjunction with a leading international website that uses a “freemium” business model offering a free basic service and paid additional features.

Our first study focused on users in the United States who had just started using the freemium website. We invited 2,038 users in the treatment group to rate their experience (1-5 stars) and provide optional feedback, and compared their behavior with the 2,064 users who were not asked to rate the website ( a group of witnesses).

The review request appeared as a pop-up window after a user in the Treatment Group showed initial interest in the website’s services. Users had the option to reject the request by clicking a “no thanks” button or the “x” button in the upper right corner of the pop-up window to dismiss it.

Eight days after the exposure, we calculated the number of users who had upgraded from a free subscription to a premium subscription. The user conversion rate was 29.3% higher in the on-demand treatment group than in the control group. The result indicates that the overall effect of a rating request on conversion is positive.

What about users ignoring review requests?

In the first study, we did not distinguish between users who responded to the review request and those who did not. IIt could be argued that the users who upgraded to the premium service intended to convert anyway, and the request for review simply sped up the process.

To explore the behavior of those who ignored the rating request and to ensure that the effect of exposure did not simply hasten the user’s decision, we extended the experiment for a longer period of time. long with a larger number of participants. We translated the prompt into 46 languages ​​and observed around 90,000 users from 190 countries over a period of 90 days.

We tracked each user’s subscription (free or premium) at three intervals: 30, 60, and 90 days after the treatment group was first exposed to the assessment request. At all three time points, we observed that the conversion rate was significantly higher for those exposed to demand than for those who were not.

Additionally, the conversion rate of those who were exposed and chose not to respond (non-compliant in the treatment group) was significantly higher than the conversion rate of those who did not receive the scoring request. .

The “no thank you effect”

Next, we compared the conversion rate of those who rated the website and those who chose not to leave reviews. At all three time points, users who did not respond were as likely to upgrade as those who rated the site.

This alludes to the existence of what we call a “no thanks effect” – the simple act of asking for feedback influences a person’s behavior, even when they don’t respond. In other words, the mere exposure to an online request for feedback can be just as powerful as the act of review. This is remarkable given that most consumers ignore requests for feedback.

Our research aligns with attitudinal accessibility theories, which suggest that simply exposing people to an issue can activate their attitudes associated with it and affect behavior, whether they respond or not. When an attitude is more accessible, less thought is required to act in accordance with that attitude.

Although we didn’t investigate why we see this willingness to upgrade among “No thanks” users, we suspect that asking users for their opinion might have prompted them to reflect on their enjoyment or positive attitude towards the website.

Indeed, 91.1 percent of users who provided feedback rated the website positively (4 to 5 stars out of 5), confirming the website’s reputation as a high-quality platform.

Why Companies Shouldn’t Stop Asking for Feedback

He is important that companies understand the importance of ask for feedback. Users can provide insights into How? ‘Or’ What they or they interact with services provided and helping businesses increase engagement and improve services.

More importantly, feedback requests are a subtle way to signal that a company cares. Even though the request is automated, consumers are more likely to believe that someone is listening and that the company wants to provide a positive experience.

One of the main challenges for freemium models is getting users to sign up and pay for the premium service, as most users are content to use the free version. Companies that show they care about user experience and effectively engage users in remembering their positive perceptions are more likely to attract loyal customers.

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