The Importance of Customer Reviews on A Website
What business owners and marketing executives must realize is that online reviews and ratings are a major factor in shaping their brand reputation — and a key way for new customers find them. Specifically, websites that display online reviews and ratings heavily influence consumers’ purchase decisions. According to research:
- 53 percent of searchers typically visit a business within 48 hours of performing a local search. The same source shows photos (24 percent), reviews (21 percent), and position on local search engine results pages (SERPs) are the three things considered “most important” by local searchers.
- ReviewTrackers research found that 33 percent of diners wouldn’t eat in a restaurant with an average online rating of fewer than 4 out of 5 stars. Moreover, 4 in 5 consumers will reverse a purchase decision after reading negative reviews.
A number of research studies suggest that online reviews are more trustworthy and useful than branded social media content, advertising, information from salespeople, and even natural search engine results.