When making a purchase, whether in a retail store or online, how do you ultimately make your decision? Do you lean towards a brand you already know and trust? Or do you choose the product with the lowest price; or that your favorite celebrity uses?
These factors certainly have an impact on consumer behavior, but one of the largest (and often forgotten) influencers is online reviews. In fact, nearly 9 out of 10 consumers consider online reviews when making a purchase. This astounding statistic means that it’s more important than ever to make sure that your customers are not only leaving reviews for you in the first place, but that you’re aware of and responsive towards the less-than-favorable ones.
Interestingly, having a few negative reviews about your brand online won’t do the damage you’d expect them to – they actually have a positive impact on consumer perceptions of your brand. After all, wouldn’t you be a little suspicious of a brand with absolutely no negative feedback to be found? You’d probably assume that the reviews they do have are fake and seek out an alternative company.
Online reviews are becoming increasingly important to the decision-making process, as we have an overwhelming number of options to choose from and countless mediums at our disposal to learn more.