While online shopping has many boons, unfortunately it’s biggest downfall for consumers is that shoppers can’t see a product before buying it. A lot of the time you buy the item and pray that it will meet your expectations. This is why online customer reviews have become such a vital part of the online shopping ecosystem and a big part of customers online shopping decision making.
A customer can feel more confident in their purchase when they see a see a 5 star reviews, photos, and praise from other shoppers. Reviews can also reveal things that the seller doesn’t include in the product description.
Online reviews have become so important that we encourage you to not only read them but write them!
Reviews affect decision-making when buying online
Online reviews have a huge impact on the customer decision-making process. In fact, recent studies have revealed that a whopping 99% of American consumers read online reviews before deciding to make a purchase.
Can you trust online reviews?
Online reviews can be a very useful tool to establish credibility. Actually, more and more businesses are starting to understand that online reviews can give a big boost for their products.
What is intriguing is that according to a survey conducted by Reputation in October 2024, it shows that more people rely on online reviews than on family and friends, corporate claims, and even social media influencers. This tells you how important user-generated content is when it comes to brand perception.
Also, authentic reviews are a form of social proof that provide potential customers a glimpse into what their peers’ experiences have been with the product.
In other words, online reviews are generally reliable, and you can trust them. Sometimes you might see a review that is completely different from others, in which case the reviewer may have encountered an exceptional situation that is not typical. So, you’ll still have to take the reviews with a grain of salt and use common sense.
Reviews can help businesses improve their services and visibility online
Online reviews help consumers make better choices, but they also give feedback lines for change in businesses. A business can identify its strong points and weaknesses about its products and services as well as the experiences customers go through while receiving them, when they pay attention to customer reviews.
A good feedback loop can make it easier for businesses to improve their products and services in the long run.
Chatting directly with customers also provides the chance to expand on customer relationships. Addressing positive and negative reviews shows that a business values customer satisfaction and may turn a potentially negative experience into a positive one. It’s all about how the business decides to handle the feedback and reviews they receive.
Also, reviews help the visibility and SEO aspects of the business. For instance, many reviews can include keywords that people use when they search Google, and it can help the business rank better on search results and Google Maps.
Companies that use user reviews to their advantage
A huge number of enterprises have taken full advantage of online reviews to enhance their customer experience and help expand their business. More and more businesses understand the power of word-of-mouth and addressing the reviews they get from customers.
After all, the customer is always right (or so they say), so taking the customers’ concerns and praises into account, businesses can create better products and services.
Next, we’ll look at some of the bigger companies that have taken full advantage of customer reviews.
Zappos
This is a quality service customer’s dream: Zappos encourages giving negative reviews, resolves issues within its time frame, and provokes plenty of positive reviews that attract people in support of the brand loyalty. This helps Zappos improve their services and products.
Starbucks
Starbucks uses online reviews to focus and continually improve its customer experience. A message they heard through all the feedback channels available helped the company make strategic menu and service changes, which increases overall satisfaction and positive sentiment online. It’s no wonder that Starbucks is loved across the nation and around the world.
Taco Bell
Taco Bell interacts with its customers by using a strong social media presence and it responds to customers’ reviews online. This is how the company has been able to reimage its menu items over and over and enhance its drive-thru services based on customers’ feedback.
Magic Castle Hotel
This hotel created one of a kind for customer experience by installing a “Popsicle Hotline” where guests could call in to get complimentary popsicles while enjoying the pool. It was such an innovative idea that not only drove positive online reviews but actually improved the overall experience of the guests, which obviously boosted their reviews online.
Online casinos and gaming platforms
Online casino gaming has become increasingly popular in recent years, which has resulted in more and more casinos opening and offering services to players. Because there are so many options, it’s challenging for new players to choose a casino that serves them in the best possible way.
That’s why reading online reviews from professional reviewers is helpful for all new players. For example, NewCasinos.com includes insights from industry veterans about new casino platforms and slot games that have arrived on the market, as can be seen in the sites recent in-depth review of Rainbow Spins. The review goes in depth about the platforms game selection, bonuses offering, and payment systems. With an clearly defined pros and cons list these reviews can help point new or experienced players in the direction of the best offerings, while avoiding any dubious choices.
Amazon
Amazon is the biggest online marketplace for all things you can sell online. Amazon sellers request reviews after each purchase, and written reviews with photos and videos of the products can convince new customers to try the product.
They also utilise star-ratings for each product, which makes it easy for people to determine if they want to make an order or not.
The future of customer experience and online reviews
As mentioned, 99% of consumers check online reviews before making a purchase. As online shopping is more popular than ever, we can expect that the importance of customer reviews will only increase in the future.
Businesses should encourage customers to leave reviews on all platforms, respond promptly and professionally to positive and negative reviews, and use review insights in driving product and service improvements.
When businesses monitor customer reviews, they can respond, react, and improve faster.
Conclusion: Online reviews are a necessity for improved customer service
Online reviews are one of the most important things for modern customer experience. They have the potential to influence decisions, establish trust, and act as a medium for constructive criticism.
Since most of the purchasing decisions depend on peer opinions, the companies that are capable of managing and using their online reviews will be better equipped to create brand loyalty and expand their business.
By leveraging this information and using online reviews, businesses can achieve excellent customer experiences that resonate with customers and ensure continued growth and client satisfaction.
