Reviews sell because they speak the language of the customer and communicate exactly what people are interested in. This creates a bulletproof social proof that will reliably launch even a brand new product. Learn how to use them to their full potential, at all stages of the launch.
And that's exactly how reviews are perceived by your customers. Product reviews on the internet speak to them like a good friend they can simply rely on. So it's no wonder that reviews are trusted by nearly 75% of people, and for the vast majority, they are the most important factor in the buying decision.
Yes, and surprisingly well. According to research, 72% of customers perceive a product with positive reviews as trustworthy, even if they have no personal experience with it. In the 18-34 age group, the figure is as high as 91%.
In fact, reviews create a bulletproof social proof. Think of it as a sticker: yeah, this stuff just works. If you can find enough quality reviews about a product that praise it in every way, there's no reason to doubt it.
By not appearing like a marketing campaign, they don't give customers the impression of manipulation. They are simply stories of ordinary people who really know the product and it is up to the reader to decide what to do with the message. This is why people trust reviews up to twelve times more than ordinary content marketing.
The case study of Blenders Eyewear is a perfect example of this. The moment it added star reviews to its Facebook ads, click-through rates doubled. CPA decreased by 38%, while ROAS increased by 68%.
All marketing agencies claim to speak the language of the customer, but in reality they are at best trying to do so. The real language of buyers is spoken by the customers themselves. And that's why review content is so valuable. They describe the product in a way that interests ordinary people, in words that don't play games and get straight to the point.
And not just because of its positive SEO benefits. The volume of positive reviews also creates a sense of trend, especially if you cleverly use them as part of your ads, for example on social media.
Reviews aren't just there for customers, they're there for you too. Particularly in the pre-testing stages, they are a valuable source of data on how the product is being used, how it's working and where there is room for improvement if necessary.