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:
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 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.
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 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.
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.