HOW ARE CONSUMERS INFLUENCED BY REVIEWS?
Consumers often ask other people for opinions on products or services before making a purchase, and online reviews allow them to hear feedback from dozens of people with just a few clicks of the mouse. According to a survey conducted by Pew Research Center, 82% of adults in the U.S. say they sometimes or always read online reviews prior to purchasing an item for the first time. If you think that this behavior is limited to one age group, you would be mistaken. Although younger people are more likely to rely on online reviews to help them make decisions, 59% of adults aged 65 and older and 75% of adults between the ages of 50-64 said they sometimes or always use reviews.
People who read online reviews tend to be more impacted by a negative review than a positive one. Fifty-four percent of adults admitted that they pay more attention to negative reviews when making a purchase decision, and only 43% put more weight on the positive reviews of a business.
Based on this study—and many others that echo the results—it’s clear that online reviews play a huge role in attracting new clients and growing your business.
WHERE DO CONSUMERS FIND ONLINE REVIEWS?
There are a number of different popular online review websites, so it’s important to understand which ones customers are looking at to learn more about your business. It’s been reported that 63% of consumers use a search engine such as Google or Bing to see online reviews, while 37% go directly to a website such as Yelp. This means if you want the majority of people to be able to find information on your business, you have to improve your local search result ranking.