A staggering 88 percent of consumers say that they look up a brand’s online reviews before making decisions about them. If you’re running a business of your own, this statistic should make you pay attention to what people are saying about you in the digital realm. Here are just a few reasons why people trust online reviews and how you can leverage this into greater success for your company.

They’re Reading More Than One

Most people read more than one review before forming opinions on a business. In fact, a good 85 percent of consumers read between 2-10 reviews when trying to determine if they “trust” a certain brand. For you as a business owner, this means that it isn’t enough to have a few testimonials scattered across your website. You’ll need to make a direct, engaged effort to curate reviews from your customers on multiple platforms. Try to aim for at least 10 reviews on every site that hosts or ranks them. One or two reviews might leave your customers wanting more, but once you have an entire collection, your customers can get everything that they need in a single place.

They’re Making Judgements on Authenticity

Customers are getting picky about the types of reviews that they take to heart. They aren’t always willing to trust reviews that seem too good to be true, especially if the opinions held in those reviews aren’t backed up by multiple people. The flip side of this is that customers will trust positive word-of-mouth just as much as personal recommendations if the brand meets their criteria: 62 percent of consumers say that they’re willing to put their faith in an untried brand if it has multiple positive reviews that they believe to be genuine. Your best bet as a business owner is to copy the example of something like Xyngular reviews. With pictures of their customers as well as written testimonials, they offer a real sense of authenticity about their demographic.

They’re Responding to Quantifiable Ranks

It may seem pretty profound, but 72 percent of consumers are willing to try a business with a three-star rating or higher. When that goes down to a two-star rating, however, the percentage plummets to 27. This is important data to have because it means that consumers are responding to detailed business ratings in a way that they wouldn’t respond to a simple “thumbs up” or “thumbs down.” If the reviews of your brand are very generic and based on “good” or “bad” metrics, you might be missing out on a big swatch of people who will only trust your reviews if there’s a more extensive ranking system in place. Keep this in mind as you set up the feedback section of your company’s website.

If you see that your business is being affected by a low average star ranking, then start looking at what your one and two star reviewers are saying. Then, start tackling those issues head one. If it has to do with customer service, set goals to work on that. Talk to your staff about the importance of keeping customers happy and explaining how bad reviews caused by the lack of quality service can affect the business.

They’re Doing More Research

15 percent of consumers will pick up the phone and give you a call after reading good things about your business. 57 percent will visit your website for additional info. Both of these actions represent an interest in your brand and a willingness to further engage, so make sure that your online reviews are cushioned with plenty of links to your sites, blogs, newsletters, product pages and social media accounts. You’ll want to make it easy for customers to find your brand after they’ve gotten curious about you. Since reading reviews is often one of the final steps on the “purchase path,” you should take advantage of this momentum when you can.

These are just a few reasons why people read and trust online reviews. Whether you’re running an international law firm or just a small jam-selling business out of your basement, it’s important to know what people think about your company. Remember, 88 percent of your demographic is comparing notes.

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