A few years ago, when visiting a client’s website, I’d be surprised if there were more than a handful of customer reviews available to read. And even then, most of those were transcribed from testimonials they had received and remembered to paste somewhere on their website.
Today, the importance of online presence and customer review is definitely a key ingredient in the consumer purchase process. The numbers jump out even more when we look at slices of the market — especially millennials — as Jodi de Riszner shared at ESA’s ROI2015 conference.
Still, many retailers and local businesses have too few reviews on their site, too many unanswered negative reviews (isn’t 1 or 2 too many?), or just plain no reviews at all.
Research from BrightLocal was highlighted on eMarketer recently regarding this trend. From the article:
Based on 2015 polling from local search marketing firm BrightLocal, more than two-thirds of US internet users trust businesses more because of positive online reviews. While that’s down slightly from 2014, it still represents a significant increase over 2010 levels of trust in positive reviews. Five years ago, 45% of respondents said they either didn’t pay attention to online reviews at all, or didn’t let reviews influence them. This year, that share is down to 32%.
Read more at eMarketer: Web Users Put More Stock in Consumer Reviews >>.
Dave Eckstein is a Partner in the firm ESA & Company. He specializes in highly profitable market share growth for local businesses and gets a kick out of demonstrating a declining cost of customer acquisition. He plays baseball, but isn't that Dave Eckstein.