The Influence of Online Reviews: How They Can Make or Break a Business

During the past couple of years, the influence of online reviews has grown significantly. In fact, according to research done by Dixa, 93% of consumers will read online reviews before making a purchase decision. Online reviews have become one of the driving factors in whether a customer trusts a business or not, so it’s essential to encourage, track, and respond to reviews. In this blog, we will discuss the influence of online reviews and how businesses can use them to their advantage. 

Why Are Customer Reviews so Important?

The rise of technology has created an extremely competitive market across all industries. In the past, consumers would have to read the paper or watch the news to discover new brands or products. Today, millions of businesses are fighting for potential customers every day on the internet. Therefore, customer reviews have become the most trustworthy and credible form of advertising. 

Customer reviews do more than just describe the quality of a product or service. They demonstrate the overall experience of a customer’s decision to conduct business with you. Reviews can also help identify where you fall short as well as what areas you excel in, so you can adapt accordingly. 

Reviews Incentivize Purchases

The buying process usually starts with a problem and ends up with a purchase to solve it. Consumers will research along the way comparing features or prices, but the deciding factor regularly comes down to customer reviews.

This is because it’s human nature to look for validation when making any type of decision. Potential buyers want social proof that they are making the correct purchase decision. Not only do reviews drive purchases, but they also incentivize consumers to spend more on average. Customers are likely to spend 31% more money on a business with “excellent” reviews according to Invesp. 

How to Encourage Customers to Leave Reviews

Although a vast majority of customers are willing to leave reviews, it’s not always easy getting them to provide feedback. Ironically, the most effective way to encourage customer reviews is simply by asking them. It’s as easy as incorporating a call-to-action button on your website’s front page saying, “Please review our business on Google.” If you want to maximize customer feedback, you should also post on social media asking for reviews or consider sending a follow-up email after a customer has received your product or service. 

Don’t Be Afraid of Negative Reviews

One of the biggest mistakes an online business can make is deleting or avoiding all negative feedback. Of course, you want as many positive reviews as possible, but handling negative reviews the proper way can help you gain insight into what needs to be fixed. 

After receiving a negative review, the best thing you can do is address it publicly with sincerity, honesty, and empathy. This will show potential customers that you care about their needs and are willing to improve. The worst thing you can do is delete a negative review or ignore it. In fact, according to TrustPilot, 62% of global consumers would not purchase from a company that censors reviews. 

Although positive reviews are always beneficial, receiving negative feedback isn’t the end of the world and you can use it as an opportunity to display your business’s customer service. 

Boost Positive Reviews With Digital Mules

With the tremendous amount of online traffic in today’s age, establishing and growing your online presence is of the utmost importance. Increasing the number of reviews left on sites like Google or Yelp is one of the most effective ways to support your online growth. At Digital Mules, our team of digital marketing experts has the knowledge to boost your online reviews and build your brand’s reputation. For more information on how our services can benefit your business, please contact us today. 

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