What Customers Think Of Your Reviews [Research Results]
Recent research by the Journal of Business Research has found that reviews now carry more marketing clout than virtually anything else.
A whopping 91% of customers say their buying decisions are influenced by online reviews.
The research found the following:
1. Customers take in review information quickly.
They don’t read it closely, they scan it.
2. Customers are most interested in the star, or numeric, ratings.
This takes priority over the actual text content of a written review.
3. The credibility of the reviewer is, surprisingly, relatively unimportant.
Even anonymous reviews seemed to carry nearly as much weight as credited reviews.
It’s becoming clear that customer reviews have the power to make or break an online business. So what can we practically take from the research that will help our businesses?
My advice is to:
1. Feature your reviews more prominently (and appropriately in the buying process).
2. Make your review content more easily scan-able (provide a quick summary of the very best).
3. Itemise your star-ratings and set them out conspicuously.
4. Place the most valuable reviews at the top, no matter who wrote them.
Hope this helps a few of you.
Good luck with your ventures.
Steve Browne, online business strategies, tips, guidance, and resources
SteveBrowneDirect
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