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2 Reasons Why Online Reviews Matter (& How to Manage Them)

Potential customers rely on reviews to decide where to shop and what to purchase

Do online reviews still matter in 2020? The short answer is yes!

Online reviews don’t just influence the purchasing decisions of potential customers, but they also contribute to your website’s SEO. With more and more of our time being spent online, one could argue that online reviews have never been as important as they are now.

Let’s dive into why online reviews matter.

Reviews Influence Customers

Nowadays, many people look at reviews, ratings, and testimonials before making a purchase. Consumers believe other consumers when it comes to shopping. According to a 2018 survey, 88% of respondents indicated that they trust online reviews just as much as personal recommendations. 

Potential customers rely on reviews to decide where to shop and what to purchase – and it isn’t just a rating or ranking that matters. People tend to dig deep into the content of reviews in order to find out detailed information about previous customer experiences. A 2017 survey by Podium found that 82% of those surveyed considered the content of online reviews before making a purchase.

Research also indicates that online reviews may influence just how much someone is willing to pay for an item. Podium’s survey also found that people were willing to pay nearly 15% more for purchases that had received positive reviews in the past.

Reviews will also influence a consumer’s perception of your brand and their desire to shop with you. Encouraging satisfied customers to leave positive reviews, and appropriately responding to negative reviews, are great ways to position your brand as more valuable and trustworthy than that of your competitors (especially if they are neglecting to manage their own reviews!).

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