In case you haven’t heard, reviews are all the rage.
Whether you’re looking for a restaurant for date night or buying a new software solution for your business, the opinion of those who have already made that decision matters. What did they like? What did they dislike? Would they make the same choice if they could do it all over again?
There is power in customer reviews, for both the consumer and the business. For the consumer, they get insights from previous buyers that can confirm or deny their positive and negative feelings towards a product. As for the business, positive reviews act as a form of advocacy and negative reviews provide feedback on what they can do to improve.
Customer review statistics
Still not convinced? We’ve collected 51 statistics that prove the value, power, and impact of customer reviews.
Proof customers read reviews
About 95% of customers read reviews before making a purchase. (Spiegel)
93% of customers will read reviews of local businesses to determine its quality. (BrightLocal)
72% of customers won’t take any buying actions until they’ve read reviews. (Testimonial Engine)
40. 95% of customers get suspicious of a rating if there are no negative reviews. (Reevoo)
41. The likelihood of purchase peaks at a star rating of 4.0 to 4.7, then decreases as the rating gets closer to 5.0. (Spiegel)
How to get reviews
42. About 75% of customers are willing to answer anywhere from one to five survey questions. (GatherUp)
43. 68% of consumers have left a review for a local business after being asked to do so. (BrightLocal)
44. Up to 80% of reviews originate from follow-up emails urging shoppers to review their purchases. (Spiegel)
45. Brands can expect their average star rating to increase after emailing buyers a direct link to submit reviews. (Spiegel)
Reviews and user-generated content
46. 83% of people think a business with a user-generated review on their landing page is trustworthy. (BrightLocal)
47. 76% of consumers are more likely to trust content shared by their peers rather than content shared by brands. (AdWeek)
48. 66% of buyers use sources outside of vendor materials during the research phase. (CMI and SmartBrief)
49. Irrelevant content is the number one reason buyers don’t engage with vendors more frequently. (Marketo)
50. Reputation makes up over 25% of a brand’s market value. (Deloitte)
51. 78% of customers who read reviews were satisfied with their purchase. (Broadly)
The results are in
The statistics speak for themselves. Reviews matter, and your company could be missing out on some seriously valuable business opportunities if you aren’t using them correctly. Don’t make the mistake of leaving your reviews in the dark. Start using them to your advantage now.
Review sites like G2 take most of the work out of displaying your customer reviews. All you have to do is claim your profile.
Kristen’s global marketing experience extends from Australia to Chicago with expertise in both B2B and B2C industries. Specializing in content, conversions, and events, Kristen spends her time outside of work time acting, learning nature photography, and joining in the #instadog fun with her Pug/Jack Russell, Bella. (she/her/hers)
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