The vital, the good and the ugly. It is hard to deny the power of online reviews. How can businesses keep up with the feedback game?
The burden of choosing
Choice. It’s a wonderful thing. But have you ever tried to find a carpet fitter, electrician or dog sitter online and been overwhelmed by all the options? Have you ever found yourself looking through online reviews to find the five stars that will make your decision simpler? Have you ever seen the word “terrible” pop up and had another reviewer confirm your opinion?
The consumer pack mentality
Although we may think of ourselves as independent beings, it is easy to mistakenly believe that this makes us autonomous and capable of making our own decisions. The truth is that consumers are influenced greatly by their peers, particularly in times of choice overload. A 2021 study found that 87% said they had read at most one online review before visiting a local company. However, 94% of those surveyed stated that poor reviews had made them avoid doing business with the business. Reviews are highly valued online information sources. They are twice as likely to influence customer decisions than loyalty and 7.4 times more than traditional marketing.
Beyond online
Consumers aren’t limited to using reviews when shopping online. Research shows that 82% of shoppers use their smartphones to search for products and view reviews while also looking at the product in-store. Reviews are valuable to customers and critical for businesses. They can distinguish between an open wallet and a closed shop door.
We trust with good feedback
What lessons can businesses learn from these statistics? A good review is a valuable possession if it increases conversions or if customers are turned away by negative reviews. Positive feedback should be shared on social media. Even though it may not drive sales immediately, positive feedback on social media can strengthen a company’s credibility as well as build trust. Businesses and customers can build relationships with one another through the process of reviewing. This will result in better business over time.
Be grateful for the positive, React to the negative
It is not a smart thing to ignore a positive review or not respond to a negative review. Businesses should not gloat or overdo it on social media. Instead, they should encourage positive interaction and share praise. Negative reviews can be used to show that they care and are open to constructive criticism. Reviews are a two-way street. They spark dialogue, generate attention, and give businesses the opportunity to adapt and improve. They all serve to not only engage customers but to ideally keep them.
The star element
What kind of reviews should businesses look for? What is the difference between a great review and an outstanding one in terms of impact? Star ratings are a visual tool that allows consumers to make informed and confident purchases. A minimum of 3.4 stars is required for customers to consider engaging with businesses. If there aren’t many reviews, it can have a negative impact on their decision to make a purchase.
Frequency key
The star factor is not as important as the number of reviews. According to a Stanford University study, people will choose Amazon products with the most reviews over those of their competitors even if they have lower average scores. A higher number of reviews means better SEO. Fresh feedback helps to drive the content machine, and keeps businesses on the algorithm radar.
