90% of Consumers Say Online Reviews Impact Buying Decisions
Over the last few years, many small business owners have developed a love-hate relationship with online reviews.
On one hand, when you consider the popularity of sites like Yelp, TripAdvisor, or Foursquare—online reviews are a great way to get discovered online. On the other hand, if you’ve ever received a negative review, you know just how frustrating it can be. But whether you love them or hate them, for 90% of consumers online reviews do have an influence.
A new survey from research firm Dimensional Research provides an interesting look into how reviews on sites like Yelp, TripAdvisor, and other online listing sites impact consumer buying decisions. According to the survey, which included responses from 1,046 respondents in the US, 90% of consumers who recalled reading online reviews claimed that positive reviews influenced their decision to buy. On the flipside, 86% said that negative reviews had also influenced buying decisions. The survey also found that while negative reviews are most commonly found on popular review sites, positive reviews are most frequently seen on social media—with 44% coming from Facebook.
Bottom Line: If you own a small business, you’re probably already aware that online reviews play an important role in how customers are finding your business online. Today more than ever, consumers want to know they can trust businesses to provide a positive experience before deciding to make a purchase, sign up for a service, or even visit your place of business.
As a business owner, the best thing you can do to get the most out of online reviews is to encourage the people who know you best to share their feedback. While it can be intimidating to ask, the reviews and recommendations from your best customers can have a major impact on your business.
By Ryan Pinkham – Constant Contact
About Constant Contact – www.constantcontact.com
Constant Contact®, Inc. wrote the book on Engagement Marketing™ — the new marketing success formula that helps small organizations create and grow customer relationships in today’s socially connected world. Through its unique combination of online marketing tools and free personalized coaching, Constant Contact helps small businesses, associations, and nonprofits connect and engage with their next great customer, client, or member. Launched in 1998, Constant Contact has long championed the needs of small organizations, providing them with an easy and affordable way to create and build successful, lasting customer relationships.