The same BrightLocal survey found that positive customer reviews make 73% of customers trust a business more, and 57% of customers visit a company's website after reading positive reviews. HubSpot Research also found that 60% of consumers believed customer reviews were either trustworthy or very trustworthy - meaning that businesses that can accumulate positive reviews had a good chance of them helping a customer make a purchase decision. And in the absence of trusted recommendations, according to BrightLocal, 85% of consumers trust online reviews as much as personal recommendations - the single most trustworthy and credible source of "advertising" out there. HubSpot Research found that customers trust recommendations from friends and family over any type of online marketing and advertising your brand can create. Why Customer Reviews are ImportantĬustomer trust in businesses is fading. The fact of the matter is, your company's best marketers and sales reps aren't your employees - they're your existing customers. When I'm deciding whether or not to buy something, for example, I typically ask my friends for recommendations and then do a lot of online research of my options.Īnd since it's so fast and easy to make purchases online without ever connecting with a sales rep, the internet usually does the selling for you - and that can have a huge impact on if a customer purchases from you or not.
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