February 27, 2018 ByCheryl Dykstra
Online reviews play a huge part in the perception of your
business as well as your online rankings.
In order to make informed decisions about online reviews, don’t
let your emotions get the best of you. It’s important to understand how
consumers interact with reviews and the increasingly large role they play in
the customer’s journey.
Here is what you need to know…
10 Important Insights
About Online Reviews
#1 Even bad reviews can
Ok, we’re not saying that having terrible reviews overall is
a good thing, but it’s been found that customers spend five times as long on a
site if they interact with bad reviews, they trust those reviews more, and they
convert 85% more often.
A diversity in reviews tend to be trusted more than 100%
five-star reviews, especially if those reviews give more specific information
about a product or service, since every buyer has different tastes / needs.
#2 Most people don’t
According to a study done by the Pew Research Center, 38% of
people “never” leave reviews on products or services, and 48% don’t leave them
on restaurants. Only about 10% “always” or “almost always” leave reviews on
products or services.
These stats reinforce the importance of asking for reviews
and encouraging customers to leave reviews in some way.
#3 More consumers look at reviews than for
More than 50% of consumers look at reviews, while only 34
percent are focused on deals. One reason for this could be that when shopping
online, even if you get a good deal on a product, if it is going to break the
next day, you’d actually waste more money than getting the product with better
When it comes to trusting online reviews, 88% of consumers
trust them just as much as they trust personal recommendations.
#4 Responding shows
On most platforms where reviews can be left for products or
services, businesses have a chance to reply to negative (or positive) reviews.
According to a TripAdvisor survey, 78% of consumers felt
that businesses care more about their customers if they respond to online
reviews versus if they don’t respond.
#5 Adding reviews can
A study from Spiegel Research Center and
PowerReviews found that adding reviews can improve conversion rates by an
average of 270 percent and that higher priced items see even better
improvements, up to 380 percent.
#6 The recency of
reviews matters too.
How recent your reviews are can make a difference in their
perceived value. 44% of consumers will not consider a review to be relevant if
it was written more than one month ago.
This just serves as a reminder than gathering reviews is an
#7 Stars in search
can increase clicks.
A study conducted by BrightLocal found that star ratings in
the search engine results page can increase click-through rates by 25%.
In order to get your star ratings to show up in the search
results, you will need to include the appropriate schema markup and actual
customers must provide the reviews for them to show up reliably.
#8 Reviews affect
A study by LocalSEO Guide, the University
Of California Irvine, and PlacesScout recently confirmed that online reviews,
and specifically keywords used within them, influenced local search engine
rankings more than any other factors that they looked at.
#9 People tend to
care about quantity over quality.
Again, we’re not saying that having a low star count is
good, even if you have thousands of reviews. However, according to a study published in Psychological Science,
people tend to choose products based more on the number of reviewers than on
the average rating of the review.
So don’t worry about only getting reviews from your best customers, and strive to get
reviews from more customers overall – while still avoiding the rotten eggs.
#10 Consumers who
check reviews are ready to buy.
According to a Nielson survey, 82% of Yelp users typically
visit Yelp because they intend to buy a product of service. Then, 89% of those
users typically purchase within a week.
While you might have already known that online reviews were
important, we hope you found some facts in here that helped further your
understanding of how consumers navigate through reviews and how they’re
For example, you may have not been surprised to learn that
consumers are more influenced by online reviews than they have been in the
past, but would you have guessed that negative reviews can actually improve
conversions, or that consumers are more interested in product reviews than
Now that you’re aware of these stats and insights, it’s time
to get started on your reviews strategy! Give Sales & Marketing
Technologies a call today at (407) 682-2222 or contact us online for a free strategy session to
learn how we can help.