Reviews allow consumers to feel able to trust a business, they are a useful tool for influencing consumers’ decisions. Companies with numerous negative reviews are limiting the potential for new customers without even knowing it.
Consumers & Online Reviews
94% of consumers are more likely to use a business that has positive reviews.
92% of consumers are less likely to use a business that has negative reviews.
79% of consumers trust online reviews as much as personal recommendations from friends or family.
Customers are more likely to leave a negative review, in fact a study of Coca-Cola customers conducted in the 1970s showed that people who had a negative experience were more likely to tell others about their experience.
Positive reviews have a big impact on consumer behavior. Reviews with a high star rating or a positive testimonial has a significant impact on consumers’ decision to use a business.
A Google My Business Listing for the average business is viewed around 1,260 times per month, which means having fewer negative reviews and more positive reviews will make a difference.
The top four actions consumers take after viewing positive reviews for a local business on Google are:
Visit the business’ website.
Search for more reviews to validate their choice.
Visit the business’ location.
Contact the business.
Only 12% of consumers search for other businesses.
Industry Related Importance
93% of consumers look at restaurant reviews.
84% of consumers look at insurance service reviews.
82% of consumers look at plumbing and HVAC service reviews.
81% of consumers look at attorneys/legal service reviews.
80% of consumers look at construction/roofing service reviews.
78% of consumers look at real estate agent service reviews.
What Consumers Care About
12% of consumers will not use a business with fewer than a 5-star rating.
84% of consumers care most about the star rating.
86% of consumers only pay attention to reviews written in the last 3 months.
50% of consumers only pay attention to reviews written in the last 2 weeks.
72% of consumers say it is crucial for a business to be on multiple review sites.
Power of Positivity
The importance of online reviews has increased with the impact of COVID-19. Many customers are looking online for reviews that provide information on the safety of visiting a business or the safety measures staff takes.
Regardless of safety and COVID information, consumers are looking online for information in helping them choose businesses and require a high star rating, numerous reviews, and presence on multiple review sites.
Online reviews provide a great opportunity to attract new customer and improve local rankings.