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10 Important Stats You Need To Know About Online Product Reviews

Updated: Nov 15, 2022

Online product reviews are vital to any store doing business in the digital age. In place of brick-and-mortar stores stocked with helpful employees, reading reviews from other customers has become the most trusted way for consumers to research any product or service they’re interested in buying. Based on Salsify, reviews are the number 1 most desired element consumers need to make a purchasing decision.

As customer reviews have become a driving force in the industry, they’ve changed the face of online shopping faster than you may have even realized.

Below are ten important statistics that not only illustrate the need to present customer reviews on your site but illustrate the correct way to utilize them:

1. 97% of Consumers Use Online Reviews to Research a Product or Service

In case there was any doubt about the enormous role online customer reviews play in most consumers’ purchasing decisions, this staggering statistic should erase it. Nearly every single person interested in buying a product checks out what other people are already saying about it. It’s a sensible method of quality testing when the customer can’t see, touch or sample something in person, and it adds up to a statistic that can’t be underlined enough. (source)

2. 91% of Adults 18-34 Trust Reviews As Much As A Friend

In the vast digital space, many goods and services are out there. In the old days, word of mouth spread quickly amongst friends, but there’s too much to view these days. In many cases, a consumer could be spurred to buy something most of their friends don’t even know exists, let alone have tried & can recommend (or not). Customer reviews fill a critical gap here, giving this kind of consumer the only lifeline to honest human opinions. This statistic proves it’s a lifeline they trust. (source)

3. 95% of Consumers Get Suspicious If There Are No Negative Reviews

In other words, people trust reviews they don’t think are real but reviews they believe are also accurately curated. If you fake your reviews or only select the positive ones, people tend to get suspicious and can see right through the act. This leads directly to our following statistic. (source)

4. Purchases Peak at Ratings of 4 - 4.7/5 for Most Products

Products reach peak popularity between ratings of 4 - 4.7 out of 5 before actually dropping in buying power. Again, this shows you’re only conning yourself if you misrepresent customer feedback, so make sure you’re curating your reviews, even if it’s through a partner, so you’re getting real feedback. Revioly is a newer site, but it’s already providing big innovation. When you work with them, they handle direct rewards and ensure all your reviews are genuine - and ones your customers will feel safe trusting. (source)

5. Once A Product Gets 5 Reviews, A Purchase Becomes 270% Likelier

Customer confidence explodes at the five-review mark, meaning five reviews can be the minimum threshold to hit when ensuring popularity for whatever you’re selling. Customers, of course, are even more likely to buy products with more reviews than that, but the jump in confidence between 4 reviews and five is too significant to go unmentioned here. (source)

6. 56% of Consumers Read 4 or More Reviews Before Buying A Product

This statistic might be the quickest way to understand the last one. On average, customers read four or more reviews in depth before buying anything, which prompts hesitation if four reviews are all there are to go on. Most customers like to compare four different voices before quickly browsing the overall picture of your product’s feedback. Without extra reviews to scan, it’s more challenging to trust the reviews they’ve just read. Or, to put it another way - if the customer isn’t in control of the four reviews they choose to read, they’re far less likely to trust them. (source)

7. Between 2 Similarly-Rated Products, The One With More Reviews Wins

This statistic only furthers the proof of power in numbers. When two products have similar ratings across the Internet (even if each is featured on separate sites), the product with more reviews almost always edges out the other. In many cases, a product with a slightly lower rating will outsell the one rated slightly higher. After all, a product rated 4.5 from 200 reviews is much more attractive than one rated 4.7 from 20. For most consumers, it’s not just about how much people love what you’re selling; it’s also about how many people love it. (source)

8. Reviews Boost Search Engine Rankings by 6.5%

Even Google recognizes the importance of customer reviews. If you want a quick way to boost any of your selling pages up the rankings, add reviews. It’s the kind of statistic that doesn’t just tell you something but reinforces the “why” behind it. Google’s constantly evolving algorithm prioritizes what’s important to its users, so if it thinks something’s important enough to warrant a higher ranking for your page, it probably is in many ways. (source)

9. 75% of Businesses Don’t Respond to Their Reviews

This one’s a very different kind of statistic, meant to encourage popular policy and give you ample opportunity. Only 1 in 4 businesses respond to customer reviews, which provides you with instant credibility if you decide to do so. As a bonus statistic, most consumers surveyed only need to see you respond to 30% of the reviews to trust you care about feedback. That makes responding a straightforward way to stand out from the crowd, encourage customer loyalty and give plenty of visitors more confidence to purchase from you. (source)

10. 92% of B2B Buyers Are More Likely to Buy After Reading

Reviews It’s not just consumers who love to read reviews. If your company sells to other businesses, reviews are still essential to your marketing strategy. In many cases, reviews are more critical to the B2B buyer than your average consumer since it’s not just the money they’re spending but the companies at large. No matter what you’re selling - or to whom - nothing tops the power of presenting customer reviews. (source)

To Wrap Up

From any angle you look at, reviews are a necessary part of your customer’s experience. If you want the easiest way to authentically boost your reviews (and reward your customers in the process), check out what Revioly can do for you. It’s a partnership that supports future positive stats of your very own.

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