With so many options at their fingertips, today’s consumers are research-obsessed. Customers seek to, in Google’s words, “optimize their lives with search”. 


Where do they turn to find the best options for their needs? Google, which has a 74.54% share of search traffic. Now, more than ever, consumers want the best products, the services nearest to them, and want to know what has been tested and approved by their peers.
On the search results page, Google reviews are one of the first things that searchers see, alongside other business information like your location and contact info. 

A collection of positive, well-managed reviews can:

  • Significantly sway customers’ opinions and actions. 
  • Boost your Local Pack ranking.
  • Have a measurable positive impact on customer decision-making when featured on your website. 
  • Offset the negative impacts of bad feedback.

For all of these reasons, Google reviews are something you can’t afford to ignore.  But don’t just take our word for it: the stats speak for themselves.

 

5 Ways Reviews Impact Your Business

1. Consumers Start Their Journey By Reading Reviews

90% of consumers read online reviews before visiting a business.

 

2. Reviews Impact Consumer Trust

84% of consumers trust online reviews as much as recommendations from friends. 74% say that positive reviews increase their trust in a company.

 

3. Reviews Affect Customer Actions... And Your Bottom Line

92% of consumers say they will use a local business if it has at least a five-star rating. 72% of potential customers will take action only after having seen a positive review. Consumers are likely to spend 31% more on a business with “excellent” reviews.

 

4. Reviews Can Boost Your Local Pack Ranking

Local Pack shows local businesses related to a specific query. Google usually displays the top three of these to searchers, and 44% of searchers immediately click on the first listing! According to a 2017 study by Moz, social signals like reviews are responsible for up to 13% of your local pack/finder ranking. An earlier study from Conversion Sciences also found that “the listings in the first three-pack have an average of 472% more reviews than the listings in the second three-pack.”

 

5. Reviews On Your Landing Page Increase Trust And Conversions

Reviews aren’t just useful on search results pages: they can also make a huge difference when placed on your website. BrightLocal ran a case study where they tested two landing pages, the only difference being that one page had a review, while the other promoted company values. Visitors rated the site with reviews as 10% more trustworthy, and were 14% more likely to contact the business with reviews. 

SEARCH ENGINE MARKETING

 

What About Negative Reviews?

Some businesses fear asking for reviews because they are concerned about receiving negative comments. However, actively soliciting feedback can actually benefit your business.  This is because in many cases where customers are NOT directly asked for reviews, often it’s only the highly disgruntled or the very happy customers who take time out of their busy days to find a business’ page and post a review.

This can create a situation where there are too few reviews, or where only the negatives are shown, presenting searchers with a skewed idea of what your business is like.

This is bad news for several reasons:
  1. A single negative review can cost a you up to 30 customers.

  2. A single negative review can drive away roughly 22% of customers, and three negative reviews can deter 59%.

  3. No news is not always good news: in addition to being put off by negative reviews, customers hesitate to purchase from businesses that do not have any reviews.

 

In 2017, Customers Read An Average Of 7 Reviews Before Trusting A Business

The key to solving this is not to simply delete or ignore bad reviews, or to avoid having a review page altogether.
Instead, businesses should thoughtfully, professionally, promptly respond to any negative review, and aim to get reviews from a broader range of their customer base to further demonstrate that the unfortunate instances are outliers.

How Do I Get More Google Reviews?

We've established that increasing reviews is essential for:

  • Winning customer’s attention and trust.
  • Boosting important ranking signals and conversions.
  • Mitigating negative feedback.
 

But How Do You Get More Of Them?

Fortunately, most customers are willing to share their feedback when prompted: 68% of consumers have left a local business an ad when asked.

 

How Silent Salesman Can Help You Increase Your Google Reviews

Courting reviews manually can be both tedious and inefficient. It increases the room for error and takes up time that can be better spent on other facets of your business. That’s why we’ve developed Silent Salesman, a bespoke CRM which helps you easily request feedback from a customer with the push of a button. Simply create a template and you’re good to go!

You and your team can say goodbye to copying and pasting follow-up emails from a Word template, or keeping track of leads in cumbersome spreadsheets.

Instead, you can let Silent Salesman send out timely, automated follow-ups that not only increase your ability to gain feedback, but show the customer that you value their opinion, and that they matter to you even after a transaction is complete.

For our clients, this has resulted in a significant increase in:

  • Authentic, customer-generated reviews.
  • Customer satisfaction.
  • Efficiency in review collection and lead management.
  • Saved time.
  • Lowered costs.

 

Contact Us

To learn more about how Silent Salesman can help you build your brand, drop us a line at 403-685-2239 or reach out to us through our online contact form.

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