The Impact of Reviews On Purchase Decisions

Author: Victoria Csiga

Trust is one of the most valuable elements in every purchase decision. The customers of today are especially drawn to authenticity, given that there’s so much dubious marketing out there that is backed up by false claims. 

As a result of this, the review is growing in importance and is perhaps the most influential element involved in most transactions now.

But not all reviews are worth reading. Some formats are more effective than others, so as a business it’s critical to gain an understanding of which types of reviews you can rely on to draw in more potential buyers.

Written Reviews

A text review is by far the most popular type of review, given how easy it is to create. But since just about anyone can create a written review, it’s also the least reliable and least persuasive. 

While they form the backbone of many marketing campaigns, they are susceptible to faking or manipulation. This can betray the trust that customers so desperately want to see from a business.

Adding a photo or video to a written review, though, can lend more credibility to its claims.

Photos With Reviews

One of the best ways to enhance a written review, and make it appear more trustworthy to prospective customers, is to add a photo or image to it.

If you see that a previous customer has photo evidence of the product they claim to be reviewing, then you’re much more likely to believe what they have to say about it.

Likewise, if the review is accompanied by a photo of how effective the product has been for the user, this can work to great effect. For example, a photo posted of the user’s healthy hair alongside a written review of the hair product they used can be one of the best ways to sell a product to others.

You could even encourage your customers to post photos in this way so that your existing customers could bring in more business, and work as a marketing tool for you.

Influencer Reviews

Influencer reviews have the potential to skyrocket your sales but can result in a lack of customer trust.

While influencers can alert their large fanbases to your product or service, which could attract more potential customers, the fact that they are paid to promote things doesn’t sit well with some.

Nevertheless, the scope of influencer reviews and what they can do for your business is hard to overstate, especially given the many social platforms that exist in today’s world.

How to Manage Negative Reviews

Irrespective of the format, negative reviews can have severe implications on your business if not addressed promptly.

While we shouldn’t overemphasize the importance of negative reviews, if you leave them without replying or taking action, then you run the risk of damaging your company’s reputation.

However, if you know the right way to go about it, you can use it to your advantage.

If you consistently respond to reviews and resolve issues, customers will see that you take the time to address your customer’s problems, which builds trust.

If you want to know how to handle negative reviews, you should seek to understand the customer’s issue and respond as quickly as possible.

To avoid receiving negative feedback in the first place, you should remember to ask for reviews at the right time, and incorporate customer service tools in your invitation.

A good review invitation will be well-timed, which means waiting long enough that the customer has had a chance to form a solid opinion of the product or serving you’re offering.

How to Share Your Customer Feedback

By broadcasting favorable reviews customers have left for your business, you can get the word out that you’re a reliable company to deal with.

There are three main ways to get reviews out there:

Embed Widgets

Widgets embedded in your company’s website can be a great way to show off glowing reviews. 

By strategically placing them by the purchase button, you can reassure the customer that they’re investing in a reliable product or service. 

To do so, you can choose from many different styles and layout with Trustindex’s help – click here to check them out!

Use Social Proof Banners

A social proof banner is a way of proudly displaying positive reviews as attractive images or videos, which can then be shared via social media or your company website.

Review Responses

Always respond to reviews, regardless of whether they are positive or negative. 

In fact, it’s almost more important that you respond to the negative reviews than the positive ones, since you want to be seen as a company that is responsive and willing to address issues.

Get More Reviews

By now you should be well aware of the importance of reviews and customer feedback have on purchase decisions, so you should do your best to get as many reviews as possible.

There isn’t necessarily one type of review that’s better than the rest, so it’s worth experimenting to find what works for your business.

It’s often combining text and photo reviews that work best for attracting more customers, so it might be worth taking some time to develop a marketing strategy around them.

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Category: News