51 customer review statistics to make you rethink their use

In case you haven’t heard, the reviews are all the rage.

Whether you’re looking for a restaurant for a date or buying a new software solution for your business, the opinions of those who have already made that decision matter. What did they like? What didn’t they like? Would they make the same choice if they could start all over again?

Customer reviews are powerful, both for the consumer and for the business. For the consumer, they get information from previous buyers that can confirm or deny their positive and negative feelings towards a product. As for the company, positive reviews act as a form of advocacy and negative reviews provide feedback on what they can do to improve.

Customer review statistics

Still not convinced? We’ve collected 51 stats that prove the value, power and impact of customer reviews.

Proof that customers read reviews

  1. About 95% of customers read reviews before making a purchase. (Spiegel)
  2. 93% of customers will read reviews of local businesses to determine its quality. (BrightLocal)
  3. 72% of customers won’t take any action to buy until they read the reviews. (Testimonial engine)

Impact of online reviews on sales

4. 92% of B2B buyers are more likely to buy after reading a trusted review (G2 and Heinz Marketing)

5. For every one-star increase a business gets on Yelp, they see a 5-9% increase in revenue. (Harvard business review)

6. When a product gets five reviews, the probability of it being purchased increases by 270%. (Spiegel)

7. When more expensive items display reviews, the conversion rate increases by 380%. (Spiegel)

8. If a business has more than nine open reviews, they earn 52% more revenue than average. If a business has more than 25 open reviews, that drops to 108%. (Womply)

9. Businesses that claim their free ads on four or more review sites earn an average of 46% more revenue. (Womply)

10. The likelihood of buying increases by 15% when buyers read verified reviews rather than anonymous reviews. (Spiegel)

11. Considering two products with similar ratings, consumers are more likely to purchase the product with more ratings. (Psychological Sciences)

12. Reviews make customers 71% more comfortable buying a product. (3D trolley)

13. Customers spend 31% more when a business has positive reviews. (Widely)

Customer reviews engagement

14. 91% of customers aged 18-34 trust online reviews as much as personal recommendations. (BrightLocal)

15. 92% of clients trust peer recommendations. (Search engine monitoring)

16. Customers require a business to have at least 40 online reviews before they can believe their average star rating. (BrightLocal)

17. 73% of customers value written review more than star rating. (Fan and fuel)

18. Around 85% of consumers consider that a review older than three months is irrelevant. (BrightLocal)

19. Reviews represent about 15% of the method Google uses to rank local businesses. (Moz)

20. About 50% of consumers need at least a 4-star rating to consider a business. (Blumenthals)

21. 54% of consumers visit a local business website after reading a positive review. (BrightLocal)

22. 67% of B2B buyers want to see a mix of positive and negative reviews when they visit a business. (G2 and Heinz Marketing)

Importance of responding to customer reviews

23. 75% of businesses don’t even respond to their reviews. (Womply)

24. Businesses that respond to a single customer review earn an average of 4% more revenue. (Womply)

25. When a business responds to 25% or more of its customer reviews online, it earns an average of 35% more revenue. (Womply)

26. To outperform your competition, you must respond to at least 30% of your reviews. (Uberall)

27. People spend about 49% more money on businesses that respond to customer reviews. (Womply)

28. 53% of customers expect a business to respond to their online review within seven days. (ReviewTrackers)

29. 41% of customers say that when brands respond to their reviews online, it gives them the impression that the company really cares about their customers. (Bazaarvoice)

30. Not responding to customer reviews puts businesses at risk of increasing the churn rate by 15%. (Chatmeter)

31. 89% of consumers read responses to reviews. (BrightLocal)

32. Seven in 10 consumers changed their mind about a brand after the company responded to a review. (Marketing graphics)

Power of negative reviews

33. On average, 19% of reviews received by a business are negative. (Womply)

34. 82% of customers actively seek negative reviews. (Power of opinions)

35. Negative reviews can prevent an average 40% of buyers from wanting to buy from a business. (BrightLocal)

36. When customers interact with negative reviews, they spend five times as much time on a business website. (Reevoo)

37. Companies with a total number of negative reviews of 15 to 20% average 13% more revenue than companies with a total number of negative reviews of 5 to 10%. (Womply)

38. 72% of B2B buyers say negative reviews give depth and insight into a product. (G2 and Heinz Marketing)

39. 40% of B2B buyers say negative reviews help boost a product’s credibility. (G2 and Heinz Marketing)

40. 95% of customers are suspicious of a rating if there are no negative reviews. (Reevoo)

41. The probability of purchasing peaks at a rating of 4.0 to 4.7 stars and then decreases as the rating approaches 5.0. (Spiegel)

How to get reviews

42. Approximately 75% of clients are willing to answer one to five survey questions. (To assemble)

43. 68% of consumers have left a review for a local business after being invited to do so. (BrightLocal)

44. Up to 80% of reviews come from follow-up emails asking buyers to rate their purchases. (Spiegel)

45. Brands can expect their average rating to increase after sending buyers a direct link to submit reviews. (Spiegel)

Reviews and user-generated content

46. ​​83% of people think a business with a user-generated review on its landing page is trustworthy. (BrightLocal)

47. 76% of consumers are more likely to trust content shared by their peers rather than content shared by brands. (Advertising week)

48. 66% of buyers use sources outside of supplier materials during research phase. (CMI and SmartBrief)

49. Irrelevant content is the main reason buyers do not engage with suppliers more frequently. (Marketo)

50. Reputation represents more than 25% of the market value of a brand. (Deloitte)

51. 78% of customers who read reviews are satisfied with their purchase. (Widely)

The results are in

The statistics speak for themselves. Reviews are important, and your business could be missing out on some great business opportunities if you don’t use them properly. Don’t make the mistake of leaving your comments in the dark. Start using customer reviews to your advantage now.

Review sites like G2 make it easy to display customer reviews. All you gotta do is claim your profile.


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Sandra J. Lacey

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