Today We Look At:
How do online reviews and testimonials shape consumer choices?
Understanding the Customer Purchasing Mindset: The Power of Online Reviews and Testimonials
In our continuing exploration of the intricacies of the consumer psyche The Buy Button Series, let’s pivot our attention to the pivotal role online reviews and testimonials play in shaping purchasing choices.
According to a BrightLocal study, a staggering 91% of 18-34 year old consumers trust online reviews as much as personal recommendations. This trust underscores the profound influence of digital word-of-mouth. When navigating the vast expanse of e-commerce, consumers seek validation and assurance, and reviews act as that virtual guiding hand.
Furthermore, a report from Spiegel Research Center highlighted that displaying reviews can increase conversion rates by an impressive 270%. This surge isn’t merely about positive reviews. In fact, a mix of ratings can enhance credibility, as shoppers often find perfection suspicious.
Yet, the qualitative content of testimonials also matters. Specific, story-rich reviews resonate more with potential buyers, painting a vivid image of product experience. Marketers should, therefore, encourage such comprehensive feedback, making the review process as effortless as possible.
Here are some insights and stats on how online reviews and testimonials shape consumer choices:
- 95% of consumers read online reviews before making a purchase.
- 85% of consumers trust online reviews as much as personal recommendations.
- Positive online reviews can increase conversion rates by up to 15%.
- Negative online reviews can decrease conversion rates by up to 30%.
How online reviews and testimonials fit into the customer purchasing mindset
Online reviews and testimonials can fit into the customer purchasing mindset in a number of ways. For example, consumers may use online reviews to:
- Evaluate products and services. Consumers may read online reviews to get a sense of the pros and cons of different products and services before making a purchase decision.
- Compare products and services. Consumers may use online reviews to compare different products and services to find the best one for their needs.
- Reduce risk. Consumers may read online reviews to reduce the risk of making a bad purchase decision.
- Gain social proof. Consumers may read online reviews to see what other people have thought about a product or service before making a purchase decision.
How to use online reviews and testimonials to your advantage
Businesses can use online reviews and testimonials to their advantage in a number of ways. For example, businesses can:
- Encourage customers to leave reviews. Businesses can encourage customers to leave reviews by sending them follow-up emails or by offering incentives, such as discounts or coupons.
- Respond to reviews. Businesses should respond to both positive and negative reviews. This shows potential customers that the business is customer-centric and that it values their feedback.
- Highlight positive reviews. Businesses can highlight positive reviews on their website and in their marketing materials. This can help to build trust and credibility with potential customers.
In this digital age, every review or testimonial is a chapter in a brand’s unfolding narrative. Grasping this facet of the customer’s decision-making mosaic is essential for brands aiming to optimize their digital footprint and foster trust.
Footnotes
BrightLocal. (2018). Local Consumer Review Survey.
Spiegel Research Center. (2017). How Online Reviews Influence Sales.
About The Author:
David is a creative director and marketing professional with a wealth of expertise in marketing strategy, branding strategy and growing businesses. He is a founding partner of a branding and marketing agency based in New York and has a Bachelors Degree in Communication from UWE.
Over David’s 25+ year career in the the world of branding and marketing, he has worked on strategy projects for companies like Coca-Cola, Intercontinental Hotels, AMC Theaters, LEGO, Intuit and The American Cancer Society.
David has also published over 250 articles on topics related to marketing strategy, branding Identity, entrepreneurship and business management.
You can follow David’s writing over at medium.com: medium.com/@dplayer