An impressive 52% of people have posted at least one online review, according to Statista, so this really is an aspect of marketing and audience engagement that businesses have to take seriously today, whether they like it or not.
To that end, here’s an exploration of how reviews from customers are so influential over the buying decisions made by others, and what brands can do to turn this to their advantage.
The Psychology Behind Customer Reviews
Understanding the psychology behind customer reviews is the best way to appreciate why they wield such power in buying decisions. Put simply, people tend to trust their peers more than advertisements, which makes genuine feedback crucial to brand success.
This is influenced by:
- Social Proof: Seeing others’ experiences influences perceptions of quality and reliability. That’s why 86% of businesses value verified reviews as a way of growing sales.
- Cognitive Bias: Positive reviews can create a halo effect, making consumers view the entire brand favorably.
Let’s say a local restaurant receives rave reviews from diners, who happily hype up their positive experiences both in-person and online. It suddenly feels like everyone’s talking about it, creating curiosity and urgency for others to try it for themselves. Alongside other tech-led restaurant trends, this shows how brick and mortar businesses can benefit from digital feedback.
Trust factors heavily here. Reviews provide reassurance and reduce uncertainty by showing past successes or failures with a product or service. Moreover, customers appreciate transparency, and detailed accounts of what they have to offer generates brand credibility.
Harnessing Third-Party Review Platforms
Positive reviews appearing on your own website or social feeds are valuable, but you’ll also need a leg up from third-party platforms like Trustpilot and Yelp to send your business credibility soaring. This is because they provide unbiased spaces for customer feedback that shape brand perception.
Key benefits include:
- Greater Visibility: Reviews here often rank high in search engine results.
- Impartiality: Consumers view reviews on these platforms as more credible than those directly on a company’s site.
Take the example of jewelry brand Diamondere. It already has a loyal customer base, but it’s able to grow this consistently thanks to the fact that the average Diamondere Trustpilot ratings include 5 star reviews for 94% of all feedback it has received on this platform. On top of this, customers can also leave their unique stories about experiences with the brand for others to see, thus perpetuating its positive reputation with narrative-driven social proof.
Of course it’s worth pointing out that third-party platforms do come with challenges. Negative reviews sit beside positive ones, leaving them visible to everyone. However, this openness is another part of earning the trust of prospective customers, since they can see both strengths and areas for improvement, rather than a cherry-picked approach that implies an unrealistic level of perfection from the brand in question.
Strategies for Encouraging Positive Reviews
Securing positive reviews requires businesses to be proactive and genuine in their approach. The first step is of course delivering excellent customer experiences that naturally inspire customers to share their stories.
On top of this, consider these tactics:
- Simple Processes: Make it easy for customers to leave feedback.
- Personalization: Tailor follow-up requests, addressing customers by name and mentioning specific purchases.
- Timely Requests: Ask for reviews soon after the transaction while the experience is fresh.
- Engage on Social Media: Encourage customers to share their experiences on social platforms.
For example, an e-commerce retailer might email a personalized thank-you note post-purchase with a direct link to the review page. Such thoughtful gestures show appreciation and prompt satisfied buyers to write glowing testimonials.
Offering incentives can also work wonders, so long as you tread carefully. Discounts or loyalty points for reviews are effective when transparently communicated as gratitude rather than compensation. Importantly, authenticity remains crucial in this context, as consumers will quickly spot dishonest or overly prompted praise. Since 93% of executives are tuned into the profit-boosting potential of maintaining customer trust, you really cannot afford to take risks here.
This natural flow encourages truthful endorsements that new potential buyers will trust more readily than overly manufactured accolades.
The Last Word
The simple truth is that customer reviews do have a profound impact on buying decisions, and that they do this by building trust and providing insight into a brand’s reliability. Whether it’s through social proof or harnessing platforms like Trustpilot, the influence of authentic feedback is undeniable.
Businesses must prioritize delivering quality experiences as a bare minimum, and also engage customers strategically to garner positive reviews. This approach both enhances credibility and also strengthens customer relationships in the long term.
