The key to the success and prosperity of your business is trust. That means the big question to ask yourself is this: How do you show your customers that you’re trustworthy? Think about the the last time you made a purchase. How did you do your research? If you’re like the average consumer, you probably began by looking at customer reviews.
The Influence of Customer Reviews
A well-written review could make or break your company’s reputation. Why are they so influential?
- They’re candid. The good, the bad, and the ugly… you’ll find it all… and it’s all unfiltered. If the product does or does not live up to expectations, you’ll find out by reading reviews and testimonials.
- There’s no fluff. Reviews are relevant, short, and to the point. The customer doesn’t have to waste his time looking through irrelevant filler.
- There are no buzz words or marketing lingo. Some companies use terms that the average customer isn’t familiar with. For better or for worse… the truth comes out in customer reviews.
- They’re the opinion of the average consumer. The reader is an average consumer, too, so there’s an instant connection. Because of that similarity, the reader sees the advice as coming from someone he/she relates to.
The Amazon Example
Do you ever come across a product on Amazon that has no reviews? For most consumers, it’s a huge red flag… especially if it’s a significant purchase. If reviews show a potential buyer that a business is legitimate and trustworthy, a lack of reviews could mean the business is the exact opposite. As consumers, we are skeptical and cynical about products that have no reviews. If a potential buyer visits your website and sees that there are no reviews, it could throw up the same red flags.
The Stats Don’t Lie
There have been enough studies on the importance of customer reviews and testimonials that it’s no longer a matter of opinion. People buy from companies they believe they can trust. Statistics prove just how important it is to have them on your website.
- 91% of potential buyers say that consumer reviews are the #1 aid to buying decisions.
- 87% of people trust a friends recommendation over critic’s review.
- Customers are 3 times more likely to trust peer opinions over advertising for purchasing decisions.
