Online Reviews: 5 Stats You Should Know

Oftentimes, business owners can be overly concerned about driving awareness for their business. Do people know about our services? Is our product on people’s minds?  

While awareness is important, it’s only one part of the equation. You don’t just want people to know about your business — you also want them to know what people think about your business. What are other customers saying? What has your business been able to do for them? Are people having positive experiences? 

That’s where reputation management comes in. The world of digital marketing can be a busy, head-spinning place. Positive online reviews cut through the noise and build trust with customers. So reputation management needs to be taken seriously — and the stats below only drive that point home:

1. Over 90% of consumers read online reviews. 

It’s a simple stat but no discussion of reputation management would be complete without it. Whether someone is considering a certain Thai restaurant for dinner or weighing which mattress brand they want to go with, online reviews almost always enter the equation. So it’s time to see positive online reviews as more than just a nice bonus. They need to be seen as a priority — and one of the central drivers of conversions for your business.  

2. Before making a decision, consumers will usually look at 2 or more reviews. 

This means you need more than just a few reviews. Your online reviews should be a sizeable collection of insights that speaks to the high quality of your business. But how do you get a lot of reviews? Well, you need to use solutions that make it easy for clients and customers to review your business. 

At the same time, you need to increase exposure to these reviews by sharing them on social media. It’s clear that reviews factor into purchasing decisions — so you need to make it as easy as possible to find and read reviews.

3. Over 80% of consumers trust online reviews as much as they trust a personal recommendation. 

You could say online reviews are the 21st-century version of “word of mouth.” Twenty years ago, a user might have asked a friend their thoughts on a certain business. Nowadays, they’ll turn to a popular review platform to get valuable answers about the quality of a business. 

When it comes to marketing, getting that “personal touch” is so important. It makes marketing materials feel less like, well, marketing. So that’s why it can be so valuable to work positive reviews into your site’s online experience. Feature them on your website, share them across platforms, and make sure they’re highly visible to anyone considering doing business with you. 

4. Over 70% of consumers believe reviews that are older than 3 months aren’t relevant. 

People aren’t seeking out reviews from 2015. They want reviews that are up to date — because consumers understand that businesses change. So reputation management isn’t something you do once and then forget about. It’s an ongoing task that requires consistent upkeep. Whenever you work with a customer, make sure you have the infrastructure in place to reach out and solicit a review. 

5. Over 70% of consumers say that positive reviews increase their trust in a business.  

Reviews are all about building trust. They make customers feel good about doing business with you. Of course, you might not always get those 5-star reviews you’re looking for. And in that case, you want a system in place where you can quickly respond to reviews with a compelling reply — or address their complaints before they even post their review. 

Reputation management is the unsung hero of brand-building. And as these stats explain, a proactive commitment to getting and showcasing positive online reviews can take your business to the next level. The right reputation management service can ensure you increase your positive reviews across sites like Yelp, Facebook, and Google — and a relationship with Slight Revision could be just the thing you need to deliver.