12 months ago on
Is your business rated by users on Facebook, Google or App stores? Do you know how these ratings impact your conversions? Read on to understand the role of user review in digital marketing and some guidelines to handle regular as well as negative online reviews.
One of the key differences between traditional marketing and digital marketing is the two way communication between users and marketers. Online platforms like Facebook, Yelp, Justdial and other review sites have given consumers a seat on the marketing table. Consumers are continuously shaping how you are perceived online by
Negative user reviews have the power to take you down despite brilliant digital marketing efforts.
According to 2016 survey by Vendasta, online reviews impact 88% of purchase decisions. 92% of consumers now read online reviews vs. 88% in 2014 and star rating is the number one factor used by consumers to judge a business.
User review is just the online version of the good old ‘word of mouth’ channel of marketing. For past few years social factor is a major influence in buyer’s decision. Following are the ways in which user reviews influence your digital marketing:
1. Form a brand personality
Your online presence gives your brand a personality. Information like how active you are on social media platforms and your responsiveness form an instant image in the reader’s mind.
But these are not the only information shaping your image. Visitors give more importance to other user reviews on your product and service. 73% of consumers form an opinion by reading up to six reviews.
2. Impact your Sales and Conversions
88% of consumers trust online reviews as much as personal recommendations. User reviews have a direct and strong impact on online sales. Think about the last time you brought a product online. Did you look for the star rating or scroll down to see product reviews?
According to a survey 94% consumers would use a business with a four star rating whereas only 14% would consider a business with a one or two star rating.
3. Better Ranking
Yes, review ratings can help you rank higher in search engines. Google rates local business on prominence which is indicated by user reviews and ratings. More reviews can give you better visibility not only in Google but on other social media platforms as well.
4. Generate Ideas for Digital Marketing
User reviews are ears of a marketer in this digital world. You can find out what your customers like, why they buy from you and why they don’t. Good marketing is all about listening and those who listen well to the user reviews can adapt their digital marketing strategy effectively.
User reviews can give you
Presence of user reviews on your site can increase your conversions by 4.6% according to Reevo. Here is what you can do to make sure user reviews are supporting your digital marketing efforts:
There may be instances of negative ratings and user reviews. If you are a large company some negative reviews are inevitable. Following are the best practices to follow while resolving them:
Reviews are going to be a major part of digital marketing strategy in coming years. User reviews help build trust with your business and directly affect your conversions.