97% consider customer reviews a crucial factor in their buying decisions
The findings from the December 2016 survey highlight the pivotal role of customer reviews in shaping consumer behavior:
- Critical Role of Reviews:
- A staggering 92% of consumers hesitate to make a purchase if there are no customer reviews.
- A significant 97% consider customer reviews a crucial factor in their buying decisions
- Emphasis on Written Reviews:
- Written reviews hold more sway for 73% of consumers compared to star or number ratings.
- An overwhelming 94% habitually read written reviews.
- Detail Matters in Reviews:
- Authenticity matters, with 34% preferring a mix of positive and negative written reviews.
- Details on reviewers' experiences are sought by 37% to determine the suitability of a product or service.
- Descriptions of problems with the product or service are scanned by 31%.
- Trust in Online Reviews:
- A substantial 88% of consumers trust online reviews as much as personal recommendations.
- The impact of negative reviews is significant, with 35% stating that one unfavorable review can deter them from making a purchase.
- Challenges Without Reviews:
- A site lacking reviews is a concern for 92% of consumers, acting as a barrier to conversion.
- The 32% who leave the site for additional research may not return, underlining the importance of building a review presence.
- Encouraging Positive Reviews:
- Amazon is deemed the go-to platform for 64% of consumers when seeking product reviews.
- For services, Google (42%) and Yelp (34%) are preferred. Encouraging reviews on these platforms becomes crucial for influencing buying decisions.
- Impact on Rankings:
- External reviews, particularly on sites like Google and Yelp, can have a more significant impact on rankings than on-site reviews, especially for local SEO.
- Handling Negative Reviews:
- Responding thoughtfully to negative reviews is an opportunity to showcase positive customer service and enhance the business's reputation.
In summary, the trust and decision-making of consumers are undeniably tied to customer reviews, particularly those that offer detailed insights. Overcoming the challenge of a lack of reviews requires proactive efforts to garner positive feedback. Leveraging prominent review platforms and addressing negative feedback promptly not only benefits consumers but also contributes to enhanced rankings and overall business success.
Find the full article here: No online customer reviews means BIG problems in 2017 - Fan and Fuel