When it comes to consumer spending habits, trust is paramount. Users will only consider purchasing a brand they trust, and trust is built through repeat brand interactions. So how can you foster trust with repeat interactions with customers? The answer lies in online reviews. Companies big and small struggle to understand the massive value that comes from this seemingly simple marketing tactic. In this blog post, we’ll explore some key facts about online reviews that every company should be aware of before implementing an online review program.

1. Review Content Matters as Much as The Number of Reviews.

Online reviews are crucial to the success of a brand. Without them, companies may be reluctant to spend the time or money to form a truly authentic connection with their customers. However, they can’t forget that review content is just as important as the number of reviews. 

A company should be thinking about what types of questions and content it has in its reviews. For example, if you have an online store, your review content should focus on customer service rather than product reviews. This type of content will foster trust in your brand by creating a positive customer experience for your consumers.

2. Trust And Safety Rank Highest In Consumers’ 5-Star Rating Criteria.

Trust and safety are the most important aspects of an online review. Per recent research by Entrepreneur, 80 percent of consumers expect a company to respond to a negative review and 60 percent say they will respond to it promptly. 70 percent of consumers trust online reviews as much as personal recommendations from family and friends. 

If you want your company to be successful, you’ll need to create a trust-building experience for your customers. Consumers will only give their five-star ratings if they feel safe both when they place an order and after it is completed. If you have concerns about security or privacy, make sure that you provide these assurances in your FAQs or on your website before allowing the review process to begin.

3. Google Uses Data From Online Reviews To Come Up With Star Ratings

Online reviews are an important part of your overall brand image and credibility. A great review can make your business, so it’s important to understand how Google uses online reviews to determine a company’s star rating. 

The star rating is based on the number of reviews and their average ratings, both of which are calculated using a statistical algorithm. The more reviews you have, the higher your average rating will be. This is because the weight of each review is proportional to its variance from the mean. That means that if one customer leaves a 5-star review and another leaves a 1-star review, they will have equal weighting in the calculation of average ratings.

4. 90% Of Consumers Use Search Before Making A Purchase Decision

So, you’ve created a platform that allows customers to share their opinions and experiences with your brand. But what do they review? A recent study found that 90% of consumers use search before making a purchase decision. The key to fostering trust with online reviews is to make them easy to find. By including search terms in your company name or logo, you can make it easier for potential customers to find your reviews.

5. Online Reviews Are More Trusted Than Tv Ads

As a way to establish trust, companies often turn to TV ads. However, it’s important to note that advertisements on TV are less trusted than reviews posted online. This might be because unlike reviews, advertisements can’t be directly questioned and pondered over by consumers. In other words, customers can always ask the brand what they want to know if they have any doubts about the ad.

6. Online Reviews Are Important For Local Seo

Online reviews are important for local SEO. When deciding on where to buy a product, one of the most important factors people consider is online reviews. And with the increasing popularity of online review sites, more consumers are looking to online reviews when they’re deciding where to make purchases. Online reviews have a strong influence on how customers feel about brands and how brands evaluate their performance against their competitors.

7. Negative Reviews Can Be Turned Positive

Online reviews are powerful because they allow consumers to voice their opinions about your company with a platform that is beyond censorship and interpretation. If a review is negative, it doesn’t mean that you should take it as gospel. 

Negative reviews are just as valuable as positive ones. There are many ways to turn negative reviews into positive ones. For example, if a customer complains about a product defect on an online review site, you can show empathy by acknowledging the issue and thanking them for bringing it up. This will make customers feel that they helped to improve your company’s quality of service, which means they will be more likely to buy from you in the future. 

You can also create a call-to-action at the end of the negative review, such as “Contact us if you have any questions,” or “Ask us anything.” This way, people who read the review know what to do next and how to get their issues fixed.


Online reviews are always changing and evolving. They are a crucial part of your marketing strategy. Don’t forget to take note of the data from this article and make sure you’re taking advantage of these important facts about online reviews.