“Less is more”, but not when it comes to online reviews.
While the quality of reviews is an important metric to consider when building a profile on review sites, equal weight is given to the quantity of reviews. Many businesses that depend on online reviews to drive conversions suggest that the number of reviews has a significant impact on consumer behavior.
Increasing the number of reviews should be at the heart of your review assessment strategy if your business is committed to getting the most out of your review profile. Having more reviews improves the customer experience and product awareness, and shows that you believe in the importance of receiving consistent feedback.
Why the number of reviews matters
Various factors come into play when a customer interacts with your product. Customers who leave reviews are likely to describe their experiences, likes and dislikes. As a result, some thoughts can be expressed more strongly than others. Customers in their decision-making phase tend to read multiple reviews instead of focusing on a few.
The amount of review also helps ensure that your business is seen as more trustworthy and authoritative. This happens as a direct result of the number of people reviewing your product. If you have 10,000 reviews versus a competitor with 5,000, potential buyers are immediately drawn to the size of your user base and review.
Improves social proof
Social proof reinforces the idea that humans tend to follow other people’s patterns. When looking to buy a product, browse customer reviews and you will likely understand what people think about the business.
Products are constantly evolving to meet user needs. Potential customers also go through newer and more recent reviews that match their buying timeline.
Whether positive or negative, old and outdated reviews are considered a bad sign of customer engagement and feedback. This has to do with the fact that users tend to favor products with a higher number of reviews than product reviews.
Convert more clients
Customer reviews are known to increase a company’s online visibility and improve its reputation. Both facets help convert visitors into customers.
When there aren’t enough reviews for customers to read, potential buyers may feel like you’re not selling to enough people to receive reviews on your product. This perception can negate the effect of qualitative reviews.
The importance of review quantity is evident when businesses assess the relationship between review volume and conversion rates. While there is no magic number for how many reviews are needed to increase sales, the more the better.
Improves the collection of reviews
Collecting reviews and customer feedback go hand in hand. However, getting both of them correctly can be quite difficult. It’s important to get as many product or service reviews as possible to receive valuable feedback on your goals when collecting reviews.
When creating your review the collection strategy, keep in mind that customers may not choose products with less complete reviews, even if they are rated higher. This is especially true for companies trying to introduce new products to the market. Focus on the number of reviews rather than the content and stars or numbers.
To increase the number, get your customers to leave reviews on your website and other channels. One way to do this is to use review invitations. These are simple yet effective in getting existing customers to provide feedback on a form or email invitation.
For best results, optimize your invitations with your target audience and method of communication in mind. And don’t be afraid to send reminders and follow-ups.
Reduces the impact of negative reviews
Negative reviews are inevitable, but mitigating their effects is very possible. While getting as many reviews as possible is essential, make constant efforts to get the most positive ones.
Reviews are spreading like fire, so it’s always best to have happy customers talking about your business to attract new visitors. Positive reviews help to avoid customer hesitation and overcome the effects of negative reviews.
When you have more positive reviews, the negatives get bigger and your overall ratings go up. Make sure you reach valuable, satisfied customers at the right time (during or after purchase) to write reviews.
Improves the quality of the page content
The quantity of reviews improves the quality of the content on the page. It helps your website rank higher in search results because your content is user generated and genuine. A large number of reviews indicate that your content is user-targeted and engaging, which makes you appear trustworthy in the eyes of search engines.
User reviews are considered the best source of product information and credibility. Encourage customers to leave useful and valuable reviews for other visitors by balancing the amount of reviews and the quality of the page content.
Emphasizes the voice of your customers
Modern businesses focus all of their attention on customer-centric activities. What requires a customer-centric approach more than user-written reviews?
Reviews are a way of communicate with customers. They can act as a source of direct marketing for your products or services. By making sure you develop strategies for collecting customer reviews and feedback, you are indirectly investing in growing your customer base and building a solid reputation online.
Reviews matter when there are many
Customer reviews are a sure way to build systems of trust, satisfaction and feedback. Plus, they show that you care about interactions with customers and are ready to engage in a dialogue with them. Collect more reviews to create a strong presence and relationship with your stakeholders.
Reviews can do more than just serve as a basis for new customers to buy from you. Implement them into your business model by learning the future from reviews.