12 Facts About Online Reviews: Why They Attract Customers
I don’t practice what I preach as I’ve yet to implement a good review strategy with our customers.
Anyway, I wrote a blog about the value of online reviews here, and I thought I’d share the 12 facts I’ve discovered:
Some of us ask for help. Others take initiative.
28% of all customers read reviews while the other 28% are willing to write them – that is regardless of product, industry or customer type.
Aside from listening and sharing, we are also judgmental.
Over 50% of consumers judge businesses based on reviews and others’ experiences. They do it before or without ever reading further into the company.
People seek out reviews every single day.
Over 60% of people actively search for reviews online. This number is even higher in the hospitality industry – people prefer to read reviews before they visit a restaurant, hotel or attraction.
Most effective ratings are 4, 3, 5 and then 2.
Not only that, over 30% of users assume reviews are fake if there are no negative reviews. Customers are interested in user experiences that point out product shortcomings.
People prefer to interact with one another in an open environment.
This can be on a company’s website. If a company doesn’t offer this, customers will seek out other social media platforms such as Google, Facebook, Quora and Reddit.
After reading a review, people immediately go to the company’s website.
This isn’t surprising – after getting objective information, customers are intrigued to find out more, particularly product capabilities / offerings they may have missed.
Asking for reviews is relationship-building and shows trust.
Essentially, you’re telling customers “I trust you to speak your mind and say whatever you want about me”. Regardless of whether it’s good or bad.
You don’t need a lot of reviews to start sounding credible.
An average of 5 reviews are necessary for people to believe that they can trust a business. Others need a few more reviews, but buyer confidence does not increase as the number of reviews rise.
Reviews lessen your support burden.
User reviews deflect support tickets and chat queries. Incentivizing reviews takes the weight off your online marketing efforts.
Reviews improve your SEO:
Quantity: More is definitely better when standing out from your competitors is the goal. More mentions on high-authority review sites means more importance placed on your site by search engines.
Quality: Customers want to know as much about you, your product and customers service as possible. They want to know how your product performs under different conditions. They’re also learning to spot fake reviews (search engines are getting a hang of this, too).
Diversity: When you list both good and bad reviews, your profile becomes more honest. And to avoid looking suspicious in the eyes of your customers (and Google’s evolving algorithms), you need to encourage everyone to leave their two cents.