How Online Reviews Impact Purchase Decisions?On November 5, 2021 by Melissa Castillo
You can’t order takeout or book a hotel without first reading reviews. According to our survey, 91% of respondents in 2021 said they had read at least one review before making any purchase decision about a product, service, or business.
Online research is a key component of modern consumers’ shopping experience. Ecommerce companies that are successful leverage customer reviews to increase sales. Positive reviews increase shopper trust and can boost sales. Negative reviews can be deterrents for first-time customers but they can also be seen as evidence of credibility – after all, no brand is perfect.
How important is review in the consumer’s decision-making process? We surveyed over 1,200 shoppers online to find out how reviews impact their shopping habits and their importance of.
How important are customer reviews?
They are important, shockingly. Online shoppers respond favorably to the offer of a coupon, discount, loyalty program, free shipping, or high reviews/ratings. This is because they consider a high rating as the most important element in deciding whether or not to make a purchase.
If broken down by age, high OveReview or ratings were the most common response for respondents between 30 and 39, 50 to 54, 60 to 64, and 60 to 64. This was the second most common response among 18-29-year-olds. The top factor was a coupon or discount.
What number of reviews do shoppers read?
A majority of shoppers read between one to ten reviews before making a purchase, with 12% saying they will read more. You can provide the information your customers need by displaying reviews in different places on your website, and keeping track of reviews posted on third-party websites.
How many reviews do you need?
Our results show that consumers must see at least a certain amount of reviews before they can trust them. Survey respondents trust ratings with between 11-50 reviews, and 19% expect 51-100 reviews.
Although more reviews are a good thing, it is important that there be a mix of positive, negative, and mediocre reviews. Bizrate’s 2019 survey revealed that 52% of shoppers believe positive reviews will increase their trust in the reviews they see.
What Places Do Shoppers Read Customer Reviews?
Many customers will read at least ten reviews before making a purchase. This means that they may not be only looking at reviews on your website. We asked customers which channels they use most often to find customer reviews. The results have remained consistent over the years. With 59% and 57%, respectively, Amazon and Google are the most popular channels in 2021. YouTube, Reddit, and consumer review sites such as Consumer Reports or the Better Business Bureau were the most popular write-in responses.
How to leverage Google Seller Ratings
Google is no surprise to be the most popular destination for customer reviews. Google Seller Ratings allows your company to earn a star rating, which will help build trust with shoppers before they click through to your website. This is a simple way to make a good first impression. Most people start their search with a Google query and then navigate to the reviews section.
Luckily, if you use Bizrate Insights software, you automatically receive Google Seller Rating syndication as part of our Online Buyer Survey solution. Your survey results will be immediately sent to Google so that they appear under your search results.
These ratings can be displayed directly in Google’s search results to help your company set the tone for customers and potential customers.
Optimize reviews on your website
The brand’s website is 44% more popular than Amazon and Google for reviewing products. Display verified ratings on your website, as almost half of users visit it for feedback information. Your marketing team should leverage positive reviews in customer communications and collateral to maximize the impact.
Nearly 70% of respondents to 2021 polls say that they trust reviews on brands’ websites, even though you should feature them prominently. Customers want both positive and negative reviews in order to trust a source. This is similar to the reason they want to see both positive and negative reviews on a brand’s website.
If you don’t trust reviews posted on retailer sites, it won’t suffice to post customer reviews. Engage with customers on as many channels and channels as possible.
Here are some easy ways to get your off-site reviews.
- Syndicate customer ratings to Google Seller Ratings for better search results.
- Respond actively to reviews on third-party review sites such as Yelp.
- Set up Google Alerts for mentions of your website and backlinks via social media. This will allow you to check if your products are featured in roundup articles or detailed review blogs.
- We also asked online shoppers whether they believe third-party reviews of product products more than those from retailers. The results were as follows:
Meet Customers Wherever They Are
Customer reviews are not the only form of feedback. Consumers can follow brands on social media and read detailed reviews on blogs and apps. They also find new products through friends, family and influencers. They also collect information on these channels to form opinions about your brand.
There are many ways to get to understand your business. It’s important that you know where your target customers are learning about your products. This will allow you to optimize your channels and maximize your potential sales. To find out which channels drive the most traffic and engagement to your website, as well as visits that lead to sales, you can look at your website’s refer traffic.
Once you have a clear understanding of which marketing strategies are effective, you can begin to engage customers where they are.
If you find out that Instagram drives a lot of traffic but not sales, you can use this information to help you invest in resources to support your customers. We asked customers a few questions to learn more about the tactics used by social media.
Sponsored reviews are not the most reliable source of information for most people. While it is possible to invest in sponsored content by influencers to reach new customers or increase awareness, it will not necessarily lead to strong trust and immediate sales.
It can be difficult to find the right influencer for your audience. Even if they are well-respected, it may not always yield enough revenue to make the investment worthwhile. To earn their trust, strengthen your relationships with followers and your brand’s page before you spend money on an influencer campaign.
Once you feel confident in your understanding of your audience, your team can weigh the risks and benefits of an influencer campaign to determine if it’s the right fit for your goals.
Engage in Social Media
Social media is an excellent platform for engaging and nurturing followers. It is possible to move consumers from brand awareness (they are familiar with you) to brand trust (they trust your company’s mission and content) and from the product, awareness to trust your product (they trust you have a high-quality product).
These are some tips to help you nurture your customers on social media, and increase trust in both your brand and your products.
- Get active on top platforms post more than just product photos. You can show behind-the-scenes footage, footage of your employees at work, or stream live stories so customers can ask questions and interact with you.
- Maintain a quick response time you should respond to as many comments as possible and send as many direct messages as possible, both positive and negative. Negative comments are important. If you respond to them with empathy, transparency, and help, others will notice that you care about providing a positive experience for customers and trust your product. Positive responses to negative reviews can improve customer experience and publicize your commitment to customer satisfaction.
- Establish a relationship with your followers engage with customers who leave positive comments to show appreciation and that you don’t just interact with mission-critical negative comments.
- Transparency is key to build trust with customers. Make sure you correct any mistakes. To humanize your company, share stories about your mistakes and struggles. Remind customers that you are just a group of people trying their best. This can be helpful in easing the pain of a bad experience for customers. Encourage them to contact your team to resolve their problems, rather than publicly shaming you by leaving a negative review.
Listen to your customers
Customer reviews can be a powerful tool in your marketing and sales efforts. Make sure you maximize their impact. Display customer reviews on your website. Monitor your reputation online and off-site reviews. Respond quickly to negative and positive reviews. Engage customers on social media.
While reviews can be a valuable tool for building trust and driving sales, they are not the only thing that customers use to provide invaluable insight into their expectations and needs. To find out what customers love and dislike about your CX or products, they must feel compelled.
Bizrate allows you to get more customer reviews
Bizrate’s Online Buyer Survey is an effective way to encourage customers to write reviews since we have one of the highest survey response rates in the industry. Only verified buyers are eligible to take our survey. We collect feedback at point-of-sale as well as post-fulfillment. Customers can comment on the entire process with you from product selection through product quality to website UX and shipping speed.