Bad news 'can be a savvy sales tool'

Category: Usability

February 21st 08, 11:30

Websites that fill their content pages with good news about their brand may lose credibility, it has been claimed.

An E-consultancy article has this week highlighted the advantages available to firms that make room for negative as well as positive reviews.

Amazon was cited as one example of a company that is widely regarded as trustworthy and includes negative comments on its product pages.

"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," it was observed.

The advice came as part of a list of tips on improving brand credibility through website development, with other recommendations including the clear display of privacy and security policies and easily accessible contact details.

Meanwhile, a new report from eMarketer contends that British confidence in e-commerce is high, with more than 60 per cent of the population claimed to be active internet users.

This news story was brought to you by Bluhalo, a leading UK digital agency.

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