Online reviews wield enormous power in today’s digital world. A review of a product on Amazon, a user’s comment about a restaurant on Google or a rating for a hotel on TripAdvisor will impact consumer behavior to a degree that no brand can ignore. So why do reviews matter? It comes down to psychology.
The Power of Social Proof
Social proof is a psychological phenomenon in which individuals look to other people in order to determine a course of action. If a product has hundreds of good reviews, the new buyers will feel confident that it is a good purchase. On the other hand, negative reviews introduce just enough uncertainty to make new buyers second-guess their purchase.
Trust on Brand
Consumers place almost the exact amount of confidence in online reviews as they do in the advice of someone they know. In research, 91% of customers say they read online reviews before making a purchase, and 84% say they trust online reviews the same way they would trust the recommendation of their friend. This feedback offer legitimacy because they are presented by real users and not from advertisers who have been paid for the review.
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FOMO
Positive testimonials often generate a sense of urgency. When consumers see others excited about a product or experience, they want to experience it for themselves. This is especially true for trending products or limited-time offers. If brands show positive reviews closely, they can trigger FOMO and spur conversions.
Influence on people to buy that product
Reviews exist beyond factual information; they have meaning. For example, a touching story about how a skincare product gave someone their confidence back, or how a customer service team went above and beyond for a customer, can have an impact. Emotional connections make a brand seem relatable and trustworthy.
How to Leverage Online Feedback for Your Brand
Solicit Customer Feedback – Request from plfor them from eased customers.Engage With Reviews – Respond professionally to both positive and negative feedback.Showcase Testimonials – Promote the best ones on your website and social media.Improve From Feedback – Use customer insights to enhance your products or services. click here for the source
