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Why Do Customers Trust Online Reviews Before Buying?

Consumers turn to online reviews to make a purchase decision, but what makes these reviews reliable? According to a recent survey by, consumers trust them as much as personal recommendations. However, they must be current and relevant to be genuinely trustworthy. Also, they’ll not trust the rating if there aren’t many reviews. The good news is that there are ways to find legitimate reviews, so it’s never been easier to find the facts you need.


Authenticity and transparency are essential factors consumers look out for in online reviews.

While online reviews can help promote your brand, consumers are increasingly looking for more than just a star rating. They also look for engagement and a vicarious product or brand experience. As such, brands should carefully plan their review strategy. Listed below are some essential factors to consider. They should ensure the authenticity of their reviews. Consumers will read reviews that aren’t written by employees or posted anonymously.

Authenticity and transparency are crucial factors consumers look for in online reviews before buying. Moreover, most women tend to read reviews more than men. Furthermore, six out of 10 consumers will continue their research after reading reviews with perfect ratings. Therefore, you should not edit or censor the content to ensure your reviews remain authentic and transparent. In addition, avoid editing or correcting spelling mistakes. This is because errors increase the authenticity of your content and strengthen your brand’s credibility among consumers.

Transparency and authenticity are two essential factors consumers look for when reading reviews online. In addition to trusting other users, authenticity and transparency also ensure the credibility of an examination. In fact, 91 percent of consumers trust online reviews as much as personal recommendations, but nine percent doubt their authenticity. Therefore, a trustworthy brand should strive to ensure that assessments are as honest as possible. This will help consumers to make informed decisions before making a purchase.

Aside from authenticity and transparency, online reviews are also crucial for business reputation. In uncertain times, consumers want to find confidence in their purchases. Whether it is a restaurant, a store, or a service, consumers can find the answers they need by reading online reviews. In addition, consumers are more likely to trust a business’ reputation if it uses consumer opinions to build trust.

Responding to reviews is a vital part of ensuring customer satisfaction. While most customers expect a response within a week, many never hear from a business. Failing to respond to online reviews can have negative consequences for the business. That is why 97 percent of consumers look for response time from businesses subjected to negative reviews. They want to know if a company cares about its customer experience.


Online reviews influence 67.7% of purchase decisions.

Consumers spend four times longer on a product review site than on a website without one. When consumers see good reviews, they are 380% more likely to make a purchase than those who only see bad ones. Consumers also convert better to higher-priced items with reviews than cheaper products without them. Consumers read 67.7% of online product reviews before making a purchase. A positive review boosts a brand’s reputation and attracts more customers.

Reviews are more important than television advertisements, social media posts, or display ads. In fact, more than half of U.S. consumers admit to reading online reviews before making a purchase. A study by Google found that online reviews influence 67.7% of purchase decisions. Consumers also read reviews earlier in the purchasing process than do older people. According to a recent study, half of the millennials read reviews of businesses online, and only 6% of the elderly avoid online reviews altogether.

In addition to trusting online reviews, consumers trust businesses with more than one positive review. Consumers trust a company with at least 11 positive reviews, and 78% trust these reviews as much as their friends’ recommendations. No wonder a business with many positive reviews will attract more customers and increase its profits. And it’s worth remembering that a recent survey revealed that 72% of consumers will not use a business with less than four positive reviews, while only 6% of people will trust advertisements.

Consumers who read reviews are equally likely to be female or male. However, the age distribution of reviewers is still pretty similar to the general population. Amazon gets the most reviews, while Walmart is second with 27%. Best Buy rounds out the Top 3 with 16% of reviews. Another interesting fact is that millennials and young adults spend most of their time reading reviews on their mobile phones or browsers.

Despite the lack of a dedicated review section on Google and Facebook, consumers are likelier to leave their impressions on these social platforms. Besides being a prime source of information, social media comments are a goldmine of information for businesses. In fact, more than half of respondents trust online reviews as much as the manufacturers’ descriptions, which are essentially ads. As a result, online reviews play a significant role in the purchase decision and brand reputation.


They are equally as important as a personal recommendation.

Consumers trust online reviews more than personal recommendations. According to a BrightLocal study, 91% of consumers between 18 and 34 trust online reviews as much as word-of-mouth recommendations. However, the degree of influence that online reviews have on purchasing decisions depends on the industry. Among higher-income consumers, online reviews have the highest impact. This is because they have greater credibility than personal recommendations and can be more reliable than these recommendations.

In recent studies, consumer surveys by Bright Local have shown that 39% of consumers over the age of 55 online trust reviews as much as personal recommendations. In contrast, 89% of consumers between the ages of 35 and 54 use reviews to make buying decisions. However, checks must be relevant and recent because 83% of consumers do not believe in a high rating if it does not have enough reviews.


They are equally as important as star and number ratings.

Consumers have long relied on reviews and ratings before purchasing a product. Today, Americans can access an enormous library of product reviews and ratings from previous consumers. As a result, consumers feel more confident about their purchases, and companies are more accountable to their customers. In fact, 46% of U.S. adults say they always or sometimes read online reviews before making a purchase. These reviews also help establish social proof for new visitors.

According to a Bright Local study, 39% of customers aged 55 and over trust online reviews as much as personal recommendations. Even consumers between the ages of 45 and 68 always read online reviews before making a purchase. However, a substantial minority of these consumers say that the reviews are hard to verify. Only 38% of respondents believe online reviews are generally accurate, while 61% say it is difficult to know if they are correct.

For example, Sunday Riley Skincare, a popular seller of skincare products, sold $ 55-night oils and $85 brightening serums. According to the Federal Trade Commission, the company was found guilty of putting fake reviews about its products on Sephora’s website. In addition, Sunday Riley allegedly directed their employees to write false reviews to sell the products. The company also engaged in a fraudulent scheme to increase its profits.