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The Importance of Customer Reviews

Customer reviews, customer feedback and customer testimonials are incredibly important to your business.

For any business that wants to keep control of its online reputation, positive reviews are essential. Reviews are a way of actively engaging with your customers, and positive reviews can also make your business feel more human to potential customers, attracting that all important sale.

Essentially, online reviews are a modern and online version of word of mouth reviews. From increasing an awareness of your brand, to increasing profits or altering your marketing strategy, customer reviews can go a long way. Let’s take a detailed look at the importance of feedback.

Increasing Sales

The best way to increase sales is to give customers the information they require to make an informed choice. If a product is recommended through customer feedback (rather than a business with a self-interest), then they’re more likely to trust the product and buy it.

Positive reviews from likeminded customers are likely to tip those considering a purchase to customers, so they can help move customers down the sales funnel.

What is Customer Satisfaction? Meeting Customer Needs

Not only can customer testimonials showcase the best elements of your business to your customers, but they can also highlight areas to your staff where they and your business can improve.

You can contact these customers directly to allay their concerns or resolve any issues. This gives you a ‘second bite at the cherry’ to ensure that these customers return to your business. It’s also a great opportunity to put customer experience management expectations in place.

From here, you can aggregate the negative reviews, seeing where recurring problems are and in what ways you can prevent them happening again. This way, your customer service levels and product offering should both improve with very little associated cost. Overall, the importance of feedback is unquestionable.

Actively Engage Customers

Customer reviews aren’t just about customers coming to you though, it’s about actively engaging your customers. This is your opportunity to create an active community of customers where customers help your business and each other.

You should encourage customers to return frequently to leave reviews, and actively engage with others who have concerns or need recommendations. This way, they can have their say about your products and services in the open, leading to your business appearing transparent and trustworthy. If you’re looking for additional feedback, you can always send out a customer satisfaction questionnaire.

This social community means that customers form an attachment to not only each other, but the business too. Research shows that any customer who leaves a review is more likely to return as a customer, so allow your customers to have a voice and provide feedback in a positive and meaningful manner. Plus, if you have any issues, you can put customer experience management protocols in place to deal with issues.

This way you’ll be the first thing they think about when they need to buy. You can blow your competitors out of the water.

Let Your Customers Do Your Marketing

The benefit of this is that, by singing the praises of your business, your customers are essentially doing your marketing for you.

These reviews are essentially evergreen quotes that you can use for micro marketing campaigns, providing your business with a continually positive image and boosting your brand awareness. If you like, you can even include these quotes in your own marketing campaigns.

Does Adding Reviews to my site Actually Work?

With 88% of customers trusting a review as much as a personal recommendation, adding reviews to your site seems like a shrewd business decision. Especially because, in addition to this, 90% of customers read business reviews before visiting a business, and customers are likely to spend 31% more with businesses with excellent reviews.

In addition:

  • 92% of users will use a local business if it has at least a four star rating
  • 72% say that positive reviews make them trust a local business more
  • 72% of consumers will take action only after reading a positive review
  • 86% of people will hesitate to purchase from a business that has negative online reviews

So, what’s the best way to add reviews to your site?

How to Add Reviews

Although you can simply ask customers for their thoughts via an email marketing campaign and then add a static ‘testimonials’ page to your site, this is the least effective way to add reviews to your site. There are three reasons for this:

  • As this page and the reviews on it will be static rather than live, you won’t be able to create a community with continually fresh reviews
  • In addition, if you allow for live reviews, your page will continually gain fresh content, which will be good for SEO and rankings
  • As they’re added by you, some people may believe that they’re not genuine

Instead, you’re much better off using a third party site such as Feefo. This way, potential customers will know that the reviews have been independently verified and are given by real customers.

In addition, you’ll also be able to moderate these comments and divide them so they appear on separate pages when commenting on separate products.

Adding reviews to your site is easy, and the benefits are simple for all to see. Is it time you added customer reviews to your site?