Reviews Are Important to Your Business

by Gary Fox | Marketing

Online reviews are one of the most important parts of any business today, from gaining search rankings to increasing word-of-mouth. Online reviews are a very powerful source of information that has a major impact on consumer behavior, consumer loyalty, and the entire purchasing process. Think about that for a second. They aren’t asking their Facebook friends or their neighbors, instead, today’s consumers know that they can find legitimate reviews online for just about anything.

Third-party directories such as have more influence than ever over search rankings; some Feature Pages on are ranking higher than the businesses website. Certain platforms are also more important to your search engine rankings than others, especially searches conducted on mobile devices. While only 28% of American consumers have written online reviews, 84% of all consumers read online reviews, and 72% of all consumers trust online reviews. Reviews from experts or with celebrity endorsements are less trusted than random online reviews.

Local businesses have a lot to gain from positive reviews. 69% of all consumers will search the internet for online reviews of a product, service, hotel, restaurant, or attraction, before deciding to purchase. There is a strong correlation between positive online reviews and sales. Products with positive reviews sold 200% more than products that had no ratings or reviews. Most consumers will read between 4-6 online reviews before they fully trust a business. A study in 2014 found that 88% of consumers trust online reviews as much as personal recommendations. The study also found that 72% of consumers say that positive reviews improve the trustworthiness of a local business. Based off this information, it’s obvious positive reviews can bring customers to your business ready and willing to buy, but what happens if there are negative reviews?

Businesses are at risk of losing 22% of consumers who would have bought from them when there is a negative review. This is based off just one review. If there are three or more negative reviews, the chance of losing customers jumps to 59.2%. Four or more negative reviews can turn as much as 70% of customers away. For this reason, all reviews on are reviewed by the business owner and accepted or rejected by simply deleting it before it is posted.

Online reviews are crucial to any business that wants to keep control of its online reputation. Reviewing has changed the face of online marketing since the Internet became a household convenience. It allows businesses to have active, positive participation from consumers and gives consumers a solid foundation to create a relationship with those businesses, so it pays to keep control of it. Online reviews have created a new form of marketing and communication.

Big box stores know reviews make a difference. They invite their customers to leave feedback about their service and products. Generally, the more positive reviews you earn, the more online traffic and conversions you’re going to get.

If you want to do more to earn local reviews, make your presence on known.
Ask your customers for reviews.

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