Many small businesses debate the pros and cons of customer reviews and whether they are good for business, whether they turn away prospective customers, or whether they bring new awareness and increased traffic and conversion to a business.
Offline businesses are increasingly finding ways to use online customer reviews because they are effective without seeming ‘salesy’. Even when featured or promoted by the company being reviewed, customer reviews do not lose their credibility. In a recent global Nielsen survey, 78% of the respondents said that customer reviews are the most credible form of advertising.
To test the impact of customer reviews on revenue, Marketing Experiments Journal measured the conversion rate from website visitor to customer with and without customer reviews. They found the conversion rate increased from 0.47% to 0.88%, an increase of 87%. Out of 14,241 website visitors, the sales for businesses with customer reviews increased from $334,664 to more than$ 626,000 simply because businesses had reviews.
A big trust builder for businesses, large and small, is easy access to business reviews. They act as off-the-cuff testimonials in adding credibility to products and services. It may seem kind of sketchy that sales would increase by this large of a margin, but when you really think about it, just consider how much reviews influence your buying decision. If two businesses were listed side-by-side, with one business having reviews and the other having no reviews, which one would you choose?
Optimizing local search in a manner that displays relevant, credible, and up-to-date reviews of your business is by far the best form of marketing, and the best investment you will ever make for your business. At Business Review Boost we implement review-based marketing and reputation management services that add to the value and trust of your business so your sales increase marginally.