Can You Trust Online Reviews In The Aesthetic Industry?
How often have you been influenced to buy a product because your friends told you how great it was?. Or you went to a new restaurant, booked a hotel or bought a new car because you saw amazing online reviews?
Whether we like to admit it or not, we’ve all been influenced by reviews and ratings. With the internet at our fingertips we are only seconds away from all the information you ever need about a product, service or company.
In the beauty and aesthetic industry reviews, referrals and ratings go a long way, with companies actively encouraging customers to leave them. We do here at Premier Laser.
Studies show that around 1% of people leave reviews. Or 10 people per 1000. People who have a poor experience with a company are more likely to post reviews then people who had a great one.
This can lead to an unbalanced or unfair view about a company or product. Negative reviews are on average much longer and detailed then positive ones.
One of the UK’s largest aesthetic clinics, with clinics nationwide, has absolutely terrible reviews. Clinic after clinic average 2.3, 2.6 or 2.7 stars out of 5 on Google. If potential customer were to judge them by their reviews they would not have any customers!.
But they have treated over 2 million customers, making £30 million a year, this would not be possible if the company was as poor as the reviews claim and we know from experience that they are a very good company who really care about their customers!.
If you have the time, look at the reviews for the Great Wall of China – It has an overall rating of 4.2. 4.2 out of 5!. This is one of the wonders of the world and people travel thousands of mile to see it every year, yet not everyone’s happy or willing to leave it a 5 star review!. It just goes to show bad reviews don’t paint a full picture.
So if bad reviews don’t give you the full picture, do positive reviews?.
These days good reviews can be genuine, fake or paid for. Having too many 5-star reviews may appear too good to be true. Review sites also allow companies to delete negative reviews or only show reviews 4 stars or above. After all, companies pay review sites so demand they are shown in a positive light. So again caution is recommended.
What are you supposed to do?.
When it comes to reviews in the beauty industry we believe customers should treat them as part of a bigger picture – not the whole picture. They are useful used as part of ongoing research about a clinic or procedure you are interested in.
Luckily at Premier Laser our Google reviews number over 1000 at a 4.7 average. This is not to say we don’t have negative reviews. We do. It is part of the business we are in. We take all our reviews, good and bad, seriously, it is always an opportunity to learn and improve our service.
If you are thinking about having laser hair removal or any other aesthetic treatment for the first time and are deciding on a clinic, we recommend you take the following four steps to help you make the right decision.
Despite what has been said about online reviews they are a good starting point. Instead of looking at the best and worse, one or five star reviews, you may learn more about a company by looking at average reviews or 3 star reviews. This is because they will not be at the extreme ends and be more balanced. Also when checking reviews see if the company replies and how it treats poor reviews as you can learn a lot from that.
2.Ask your friends or family
They may have personal experience or know people that have used the company and can recommend or tell you to avoid it at all costs. Like reviews recommendations will help you form a picture and help your decision-making process.
It is worth remembering that in the health and beauty industry results vary from person to person. This could be for a wide range of reasons including age, skin tones, hormonal levels or medical history, all of which are unique to the person having the treatment.
So if someone had great results it may not be the same for you and likewise if someones results were poor, that does not mean you will have poor results.
Social Media is a great place to get opinions and feedback. If you have a friends, followers or fans online they may have used the company and you can get more information there. Search for the company on social media and check out its presence there. Be careful a lot of companies offer free treatments to influencers who then promote the company so again use that as part of your overall research.
Most companies offer a free consultation. This really is the best, low risk way to find out more about the company and the treatments on offer. You will find out if you feel comfortable in their surroundings and if you would be happy to go ahead with any treatments.
When you arrive look around the clinic and see if it is clean and well organised. See if the staff are friendly and professional and you are welcomed and made to feel at ease.
Make full use of your consultation by asking a lot questions about the treatments you are interested. Don’t be afraid to ask about the experience of the practitioner and their qualifications. Ask about the results that can be expected, types of machines used (if any) and the aftercare routine that may be needed to be followed.
It is also a good idea to enquire if any top up treatments are required and what their procedures are if you are not happy with the results. It is a lot to remember so write your questions down before you go so you don’t forget anything.
We hope this helps you if you are thinking about visiting a laser clinic and are not sure which one to choose. With quite a few to choose from the more information you have the better decision you will make and the better the results you will get.
If you have any questions please feel free to get in touch with us we will be more then happy to answer you.
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