Online reviews about local businesses, products and services can help with search engine rankings, increase click-through rates and impact a potential customer’s buying decisions. Reading online reviews has become an integral part of today’s consumer buying journey.
Consumers Read Online Reviews Before They Make a Purchase
Reading reviews online is an important part of a consumer’s buying process. Each year BrightLocal surveys consumers about how they read and use the information they glean from online reviews. In our 2016 Local Consumer Review Study BrightLocal discovered:
- 74% of consumers say that positive reviews make them trust a local business more
- 84% of consumers trust online reviews as much as personal recommendations
- 54% of people will visit a company’s website after reading positive reviews