What is the perfect number of customer reviews a brand should have to generate an increase in sales?
As you know, online reviews strongly influence consumer behavior. From choosing a restaurant for dinner to selecting a service provider for a major project, reviews play a pivotal role in shaping purchasing decisions.
No news here, we all have read at least one research showing that the majority of consumers rely on reviews to inform their choices, with many considering them as trustworthy as personal recommendations from friends or family: This research, for example, shows that the presence (or absence) of reviews impacts where the consumer choose to shop online. Over three-quarters (77%) specifically seek out websites with ratings and reviews and nearly all (99.5%) read reviews. But the main question we aim to answer is:
ORM, or Online Reputation Management, refers to the practice of monitoring, moderating and managing the online reputation of a company or individual. It involves strategies and techniques designed to fulfil public perception, build trust and mitigate the impact of negative comments or reviews. ORM encompasses various aspects, including monitoring online reviews, responding to customer feedback and implementing proactive measures to maintain a positive online image.
What is the optimal review quantity for sales boost?
First of all, let’s understand some key points:
Customer reviews on the internet can be done in two ways:
Both on-site and off-site customer reviews hold significance and mutually influence conversions. While on-site reviews streamline the purchasing process without the need to navigate to another tab, independent websites attract a significant number of users when they are preparing to spend money on a product or service, so the website needs to be prepared to transmit trust, also through reviews when consumers visit them.
Third-party reviews generally benefit consumers and businesses alike, theoretically promoting meritocracy. Good services receive positive reviews while poor ones receive negative feedback. This transparency grants customers greater insight, fostering trust in reputable businesses.
The Relationship Between Customer Reviews and Sales:
The correlation between reviews and sales is well-documented, but the exact threshold at which reviews start to influence purchasing behavior varies depending on several factors. One key consideration is the industry in which a company operates. In highly competitive sectors such as hospitality or e-commerce, a larger volume of reviews may be necessary to stand out amidst the noise.
Customer Reviews are Especially Important for Expensive Products
Consumers heavily lean on reviews spanning a wide range of product and service categories. However, there are specific scenarios where reviews carry heightened importance. This is especially true when consumers are deliberating the purchase of a higher-priced item. The research also pointed that 78% of shoppers intensify their review reading habits when considering more expensive products.
Moreover, reviews play a pivotal role when a consumer is contemplating a brand or product that is unfamiliar to them. The research indicates that 98% of shoppers are inclined to pursue reviews for products they have not previously purchased.
The main goal is to get a substantial number of product reviews across the entire inventory. However, it is crucial to prioritize generating reviews for the most expensive and recently launched products. The existence of such reviews helps buyers mitigate the risks associated with buying more expensive or unfamiliar items.
The Relationship Between Customer Reviews and Sales:
Consumers heavily lean on reviews spanning a wide range of product and service categories. However, there are specific scenarios where reviews carry heightened importance. This is especially true when consumers are deliberating the purchase of a higher-priced item. The research also pointed that 78% of shoppers intensify their review reading habits when considering more expensive products.
Moreover, reviews play a pivotal role when a consumer is contemplating a brand or product that is unfamiliar to them. The research indicates that 98% of shoppers are inclined to pursue reviews for products they have not previously purchased.
The main goal is to get a substantial number of product reviews across the entire inventory. However, it is crucial to prioritize generating reviews for the most expensive and recently launched products. The existence of such reviews helps buyers mitigate the risks associated with buying more expensive or unfamiliar items.
The Relationship Between Customer Reviews and Sales:
The correlation between reviews and sales is well-documented, but the exact threshold at which reviews start to influence purchasing behavior varies depending on several factors. One key consideration is the industry in which a company operates. In highly competitive sectors such as hospitality or e-commerce, a larger volume of reviews may be necessary to stand out amidst the noise.
Customer Reviews are Especially Important for Expensive Products
Consumers heavily lean on reviews spanning a wide range of product and service categories. However, there are specific scenarios where reviews carry heightened importance. This is especially true when consumers are deliberating the purchase of a higher-priced item. The research also pointed that 78% of shoppers intensify their review reading habits when considering more expensive products.
Moreover, reviews play a pivotal role when a consumer is contemplating a brand or product that is unfamiliar to them. The research indicates that 98% of shoppers are inclined to pursue reviews for products they have not previously purchased.
The main goal is to get a substantial number of product reviews across the entire inventory. However, it is crucial to prioritize generating reviews for the most expensive and recently launched products. The existence of such reviews helps buyers mitigate the risks associated with buying more expensive or unfamiliar items.
When it comes to reviews, there’s no magic number, the higher the volume the better. Studies have shown that businesses with a minimum of 1-25 reviews tend to instill greater trust and confidence in potential customers. However, the quality and sentiment of reviews also play a crucial role. A few glowing reviews can carry more weight than a larger number of mediocre ones. Conversely, niche industries or specialized services may see a significant uplift in sales with fewer reviews. In addition to review volume, another crucial factor must be taken into account, which is the review regency, indicating the freshness of reviews. Beyond just the quantity of reviews, identifying what aligns perfectly with your brand involves considering several additional factors, such as:
Finding the Sweet Spot:
When it comes to crafting a robust review strategy, partnering with industry experts can make all the difference. Stars and Stories emerges as the optimal solution for brands looking to harness the power of user-generated content to drive sales growth. With our data-driven platform, we empower brands to leverage a world of user-generated content effectively. Our clients have access to valuable information about consumer behavior, product preferences and market trends. This partnership not only increases brand awareness, but also strengthens consumer confidence, paving the way for a tangible increase in sales.
"We have had the pleasure of testing the Bosch MUMS2TW00 for a few weeks via Reviewclub. We have made both soft and hard cakes, as well as regular bull dough. It has done all the tasks well, however, the whisk was not so effective at whipping cream. But for thicker doughs, we think it has good power, it does not seem strained or so in the engine. There are many accessories which are good. It has a slim and modern design and looks good on the kitchen counter! All parts are easily washed in the dishwasher."
Joost van de BeldBrand Activation & MarCom Specialist at Sony Benelux 
“First of all, I think the design is quite nice. You can choose between different skins to customise it. The delivery includes a storage case and several of these black rubber attachments. You can practise inserting the skins in front of the mirror, but it’s also very intuitive. So far, I have always had the problem that all earplugs become loose or slip out at some point. During a concert, I was constantly busy adjusting the earplugs. That’s definitely over now because the wings make them sit perfectly. I no longer have to worry about accidentally losing them. Now for the important part – the sound. You can still have a conversation without any problems. The sound is not dull, it is still clear, but simply quieter and therefore more pleasant. You can easily clean them with water. All in all, I am really thrilled and have finally found my favourites!”
Martijn BraamBenelux Director | iRobot
"Like this sharply. Feels solidly built and stands extra extra firmly with the help of the suction cups at the bottom. The engine does a good job. Both for simpler tasks such as whipping cream, but also when putting dough and other heavier jobs. The sound volume is perfectly okay. What I like most is all the accessories you can complement it with. This means that it can completely replace a number of household appliances. It is also good in size, feels compact but still strong. Looks so good that you can have it in the kitchen."
E. EngqvistLindt
When I unpacked [the coffee machine] for the first time, I was surprised at how big and powerful the coffee machine looked. Although I knew the dimensions when ordering, it still looked even larger in real life. If you only have limited space in the kitchen, this will probably be a bit difficult. Otherwise, the coffee machine makes a valuable impression with its titanium look… The taste of the coffee is full-bodied and very tasty. Whether it’s an espresso in the morning or a latte macchiato at noon, I’ve never had a coffee that I didn’t like. I was completely won over by the fully automatic coffee machine despite the high acquisition costs. You quickly have a really tasty coffee that is cheaper in the long run and better for environmental reasons than our previous capsule coffee machine.
E. EngqvistLindt
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