Friday, May 05, 2017

Why Online Reviews Are So Important

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A positive reputation is one of the most powerful marketing assets a business has to convince new customers to contact them. The social proof contained within reviews and star ratings helps consumers short cut their research and make decisions faster and with greater confidence than ever before. 
 
In a recent study by the Local Consumer Review Survey,the growing quantity of online reviews and review sites covering more industries and services, provides huge benefits to both consumers and the businesses that fully embrace reputation marketing. 
 

Why Online Reviews Are So Important

  • 84% of people trust online reviews as much as a personal recommendation
  • 7 out of 10 consumers will leave a review for a business if they're asked to
  • 90% of consumers read less than 10 reviews before forming an opinion about a business
  • 54% of people will visit the website after reading positive reviews
  • 73% of consumers think that reviews older than 3 months are no longer relevant
  • 74% of consumers say that positive reviews make them trust a local business more
  • 58% of consumers say that the star rating of a business is most important 
 
Online shoppers often find highly reviewed items more credible than items with little or no reviews. Those little stars next to each item show the average reviews, and often is found, the number of times the item has actually been reviewed. The reviews go through an approval process before becoming visible within an online store, but even a bad or moderate review can be helpful to a business. 
 

Build Trust

People trust reviews more than ever with 84% saying they trust reviews as much as personal recommendations. Positive reviews help impart trust to consumers, while negative reviews put consumers off. Bad reviews could also be used for product improvement and further customer engagement to rectify the issue that led to the bad review. 
 
The authenticity of the reviews is an important factor as people are reading reviews. If consumers get a sense that a review is “planted” or “seems too good to be true,” they will take that into consideration and that review may sway their decision. 
 

Brand Loyalty

Not only do reviews allow users to become more involved in the after-purchase process, it also allows business owners the ability to remarket to customers targeted to their area of product interest. A marketing campaign could be sent to customers who reviewed the most items, or to everyone who reviewed a certain item along with promotional codes for future purchases. 
 

Star Ratings

Online stores also show the individual reviews on the item page as well as the average review data. Users can sort large lists of reviews to find exactly what they are looking for. 
 
Consumers see star ratings as the most important factor when deciding what business to use. Popular reviews can be shown anywhere on the site (maybe the five newest reviews on the homepage and an additional page to show all 5 star reviews.) 
 

Conclusion 

In summary as part of the key findings, 68% of the surveyed consumers say positive reviews made them trust a local business more. This survey targeted the North America market and had a total of 2,354 consumers respond with 90% of the completed surveys from the United States and 10% from Canada.

 

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About NXTurn

Since 2005, NXTurn has assisted hundreds of NetSuites customers with quality implementation, support, customization, integration and eCommerce services. NXTurn is a leading provider for NetSuite’s on-demand, integrated business management software for growing and midsize businesses and NXTurn provides a fast, cost effective, reliable way to integrate and manage external applications and data with your NetSuite account.

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