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Do Consumer Reviews Really Matter?

Importance of Hight Quality Reviews - RI

Research shows that positive online reviews are the most important factor for consumers who are considering a purchase. However, we’re now learning that reviews from Google My Business (GMB) can affect SEO ranking, as well as consumer decisions.

 

The average consumer reads 10 reviews per site and requires at least 40 reviews written before trusting the overall business rating and the brand as a whole.

Some additional insight into consumers’ review habits:

  • Nearly half of all consumers only focus on reviews written within the last two weeks.

  • More than 50% of consumers ignore brands showing a rating of fewer than four stars.

  • Almost 90% of consumers stated they read reviews for local companies.

  • Positive reviews make 91% of consumers more likely to use a business. On the flip side, 82% of consumers are put off by negative reviews.

  • More than 78% of consumers hold the same value in online reviews as they do personal recommendations.

  • If consumer reviews are displayed on a brand’s page, conversion rates have the potential to increase by 270%.

  • Across product categories, the likelihood of purchase usually peaks at ratings within the 4-4.7 range.

  • Reviews from verified buyers are significantly more positive than reviews written by anonymous sources.

It’s safe to say, it's highly likely consumers – or prospective consumers – research and read multiple reviews before their initial interactions with brands.

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