Every day, millions of people are making buying decisions based on online ratings and reviews - especially when it comes to local business purchases. In today’s world, if your business doesn’t have reviews, you don’t exist. As a local business, it’s vital that you openly embrace customer reviews and that you collect as many of them as possible and display them in as many places as possible.
have read reviews to determine the quality of a local business (vs. 85% in 2013)
Almost 9 out of 10 consumers have looked at reviews in the last 12 months to help them make a decision on a local business.
What’s more, 4 out of 10 consumers do so on a regular basis.
of consumers say that positive reviews make them trust a local business more (vs. 73% in 2013)
We can see that positive reviews have a great effect on the perceived trustworthiness of a local business. Generally, consumers are quite far along the purchase path by the time they start reading reviews. By the time they get to the point of reading reviews, consumers have already established their ‘need’ and which businesses can meet it; now they’re looking for positive signals to help them determine which business is the best.
According to Moz.com, Customer reviews account for 9.8% of a local businesses search engine rankings. This includes review quantity (how many reviews you have), review velocity (how frequently you collect reviews), and review diversity (how many locations your reviews are found on).
Understanding the world of customer reviews is a must for every local business owner as a means of both protecting and promoting the reputation of your business.