How Reviews Impact Customer Decisions

How Reviews Impact Customer Decisions

By CIOReview | Tuesday, March 23, 2021

With most shoppers reading online reviews before making a purchase, reviews have revolutionized the way consumers make purchase decisions.

FREMONT, CA: Online reviews play a significant role in influencing consumer shopping decisions and purchase behavior. Marketers looking to attain potential customers' attention and win the loyalty of existing ones must handle online reviews and understand customer desires, requirements, and expectations while developing a positive and engaging brand reputation.

Business leaders have to pay a significant deal of attention to the feedback and read reviews to understand consumers' demands. Customers frequently express their sympathy by leaving a positive review or hinting at what would make them purchase again. Word-of-mouth has been a vital consideration when it comes to a business's credibility. However, with the increased accessibility of the internet today, online reviews now carry credibility as a personal recommendation. The essential thing to remember here is that consumers will trust a high-quality review and is authentic. If it appears spammy or paid for, it's likely to have the opposite impact and turn customers off.

Instilling consumer trust through conventional advertising and marketing efforts is an evolving challenge for marketers, especially now that 96 percent of consumers don't trust ads.  This makes it even more essential for brands to use what customers say about the business in online reviews. Specifically, reviews offer vital social proof that can influence consumer behavior and shopping decisions. More than convincing customers what is worth purchasing versus what isn't, reviews serve as social proof for deciding what to think about a business, product, or service.

From research to post-transactional situations, online reviews on customer shopping decisions are evident throughout the customer journey. Mainly, authentic customer feedback posted online is more potent and effective than conventional advertising messages and promotional brand content. By managing and incorporating reviews as part of the overall marketing strategy, brands can earn potential and existing customers' trust. This will make the brand front and center the next time the customers make a purchase.