Are online testimonials important?
Updated: Dec 5, 2018
If someone told you that they recommended a business would you consider using them? What if 2, 3, 10, or even 100 people recommended the same business would you give them a try? Online reviews are testimonials by current and former customers sharing their opinion about a business. Sometimes these reviews are good, sometimes bad, but this is what everyone sees and what becomes part of the brand and the business. Whether we like it or not, whatever the internet says about a business people will believe and will shape their opinion of YOUR brand.
Just like personal word of mouth recommendations, online reviews are an authentic way for consumers to share their experience with your brand and will help (or hurt) to build trust amongst potential customers. It’s vital to your business that you monitor and manage these reviews — it’s the best way to maximize your value and ensure your brand is accurately represented.
Here are the top reasons why you should care about your business’s online reviews...
Your online ratings impact your results.
Customers use reviews everyday to decide where they are going to do business, and where they are not. In a 2017 survey, 97% of consumers claimed to read online reviews for local businesses and 85% said they trust online reviews as much as personal recommendations. Ultimately, your reviews drive revenue — even a one-star increase can lead to as much as a 9% increase in revenue.
However, when looking at your rating, context matters. Consumers are likely seeing you and your competitors in the same search results. If all your competitors have 2.5 stars and you have 3.5 stars, your rating looks great. But what if all your competitors have 4.5 stars? You need to be aware of the averages for your industry, geography, and competitors, so you can understand how you stack up and so you can predict who’s going to win the business.
Customers feedback is important.
Customers aren’t the only ones who should care what reviewers are saying about you. Your reviews are a vital source of feedback about how your business is performing. They can give you a strong idea of where you are meeting your customers’ needs, and where you are falling short. By monitoring and analyzing your reviews, you can discover business insights that will improve your customers’ experiences, and ultimately, their reviews.
Don’t be afraid to engage with customers who leave you negative reviews. Replying to reviews makes customers 16% more likely to recommend your business in the future and has been shown to increase star ratings by a quarter star. Additionally, it shows others that you are willing to engage even when you fell short with other customers. If you saw that a business received a low review, but responded thoughtfully and reasonably, would you consider it?
Reviews helps with SEO and conversion rates.
Businesses often focus on reviews that appear on third-party sites, like Google, Facebook, and Yelp. These third party sites are important but the most popular and top priority is Google for most industries. Additionally, applying reviews to your own website is another great way to maximize your customer testimonials. It’s first-party reviews that allow your brand to get stars in search engine results, these can increase click-through-rates by over 150%.
70% of consumers say they would leave a review if a business simply asked them to, but the key is you need to ask! Reviews will help with SEO to get customers to your website will give your existing customers an opportunity to feel more engaged.
* By AJN solutions, a Digital Marketing company in Danville, CA. We provide Digital Marketing, Email Marketing, Online Review Management, Online Listing Management, Web Design and much more.
We currently provide professional and affordable services throughout the Danville area (Alamo, Blackhawk, Pleasanton, Dublin, Walnut Creek) and work with others throughout the Central Valley, San Jose and the San Francisco Bay Area. We are a proud member of the Danville Area Chamber.