Customer Reviews: Why your customers are your most secret weapon!

Feedback and Customer ratings / reviews on websites are big sales drivers when it comes to attracting new customers. Review platforms such as TrustPilot, Ekomi and Feefo have grown their review community immensely, influencing our purchasing behaviour to enable us to 'Shop Smarter'. Online reviews are no joke and companies who ignore reviews, risk hurting their business through inaction as 'reputation drives conversion'.

Review 3rd party platforms are building our trust in companies. With 61% of customers reading online reviews before making a purchasing decision, reviews are having a profound effect on sales.

Headline facts that speak for themselves:

  • Over 90% of consumers trust online reviews before visiting a business.
  • 72% of consumers say that positive reviews make them trust a local business.
  • 54% of consumers will visit the website after reading positive reviews.

How to build trust and influence quickly, courtesy of your customers
Customer reviews are a great way of building credibility and trust in your company, and influencing the purchasing of your products. A positive reputation built quickly by customers can be a great differentiator against competitors. Customer reviews increase conversions, eliminate doubt that potential customers may have about a business or product and may help guide in product choice/selection.

The SEO (Search Engine Optimisation) benefits of Reviews
Search engines now display your star ratings in the results pages. Google automatically ads your star ratings to your Pay-Per-Click adverts (if you do these) using the collated data from the 3rd party review site. Again this distinguishes you from competitors. Search engines like fresh content that is regularly updated and relevant. Reviews attached to product descriptions provides them with additional user generated content that is more useful to customers and affects the display in the search results page..

Infographic Courtesy of Invesp
Below is an interesting infographic by Invesp, summing up the influence of customer reviews and ratings.

The Importance of Online Customer Reviews

Infographic by- Invesp.

Well known Customer Review platforms
TrustPilot - Basic version is free, paid version allows you to share ratings & reviews on social media.
Yelp - Free review site allowing consumers to rate businesses on a 5-star scale.
Google My Business - promote business details, location map, allow reviews & pictures.
Ekomi - Monthly subscription service that collects, screens and verifies customer reviews before publishing on your site.
Feefo - Free Trial available, then monthly subscription service.



Mark Jowitt
EDP Digital Marketing Consultant
T: 0114 262 2032
E: markj@edp.co.uk

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