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3 in 5 shoppers say they find online reviews as trustworthy as a friend’s review

74 percent of online customers say positive reviews make them trust a local business more

3 in 5 shoppers say they find online reviews as trustworthy as a friend’s review

Consumers are more likely to trust online reviews of your business or store if the reviews have some substance. Glowing and superficial emoji and exclamation points won’t win over the person who just happens upon your site or business.
74 percent of online customers say positive reviews make them trust a local business more.

ReportLinker identified what respondents want to see in a good online review:

  • 62 percent say they evaluate the content of a review. But respondents also believe a mix of good and bad reviews builds credibility.
  • 58 percent say the number of reviews is important. 32 percent say that 30 or more online reviews builds credibility.
As much as consumers trust their friends, they really don’t seem to need to know much about online reviewers when gauging trustworthiness, however. Just 26 percent of respondents said overall credibility of the author of an online review is important to them.

The data from ReportLinker definitely shows the increasing value in online reviews. But few customers will actually leave a review of your business. And when they do, it’s generally positive.
According to a report accompanying the data, “It turns out that a negative experience drives far fewer people to write a review than conventional wisdom seems to imply. Almost half of respondents say a very satisfying experience will inspire them to contribute a recommendation, while just 34 percent say a very dissatisfying experience sparks the need to review the product or service.
The report also shows that 89 percent of those asked still would trust a friend over an online review if presented with both.


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