5 reasons why online reviews are essential to your brand's success

Aleš Randa

3 min

How do you know your favourite product? It has a ton of reviews. Most customers read them, then decide whether to buy or not. Why are online reviews so important? Find out the top 5 reasons in today's article.

As a brand, you've never had more competition. Thanks to the internet, no business is limited by location anymore and everyone competes for customers from all over the world. Buyers are enjoying a huge range of products and it's getting harder and harder to convince them that yours is the best.

Luckily, we know the solution. It' s high quality online reviews from real people with a real message. You may already know about them. Today, we're going to introduce you to reviews as a reason for brand and business success.

1) Social proof increases conversions

Reading online reviews is an important part of the buying process for many people. After all, it's the same for you. When you buy a car, you research the opinion of a mechanic, an IT friend helps you choose a computer. We need to make sure that others have a positive experience with the product and that it really works as it should. Unfortunately, words from advertisements are not enough. 96% of the population doesn't trust the marketeers.

Online reviews influence purchasing decisions for up to 90% of shoppers. If you incorporate them prominently into your website content, they increase sales by up to 62%. Social proof simply works. Get it today.

2) Quality reviews increase your position in search engines

The higher your page pops up in browser searches, the more likely you are to get new visitors and potential conversions. The top three get 75% of all clicks. Want to be among them? Then you need to have a lot of reviews.

How browsers like Google determine link ranking is complicated, but the quantity and quality of reviews play a significant role in it. At the local business level, they make up to 15% of the selection method. At the same time, the more reviews you have, the more likely you are to rank at the top. According to some surveys, it only takes 10 new reviews to make a significant move.

3) Reviews build brand trust and credibility

Thanks to the findings of the Edelman Trust Barometer, we know that trust is more important to customers than ever. The perfect product is a must. Trustworthy, authentic brands that express strong ethical values are in.

Positive reviews show that your offer is trusted by a large community of buyers. For new customers, this is a clear signal that they are in a good place. According to surveys, 72% of them trust a brand with positive reviews even if they haven't had any personal experience with it yet. They need to read at least ten positive reviews to build a sense of trust.

TIP: What is brand trust and how does it affect the success of your brand is discussed in the next article.

4) Online reviews are the best advertising

Reviews are practically a semi-finished product of advertising that you just need to heat up and serve. You can include them in emails, banners and social media - there's no limit to your imagination. Online reviews are also a digital version of the well-established word of mouth marketing concept that is influential in the industry. Customers trust each other the most, with 84% finding online reviews as trustworthy as personal recommendations.

5) Reviews promote customer loyalty to the brand

It is five times more expensive to get a new customer than to keep a current one. Moreover, long-term clients spend up to 67% more on average. As a result, their purchases account for 80% of the company's income.

Online reviews, feedback and product reviews on social media quickly create a sense of community. Encouraging customers to use company hashtags is very effective. Users instantly connect, exchange experiences, and enjoy shared experiences.

This phenomenon is slowly giving rise to a whole new sales strategy called tribal marketing. Not surprisingly, authentic reviews stand at its center.

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