The Big Value of Customer Reviews
CUSTOMER REVIEWS ARE VITAL TO YOUR SALES AND GOOGLE PAGE RANK. AN INCREASE OF JUST ONE STAR CORRELATES TO A 26% IN SALES.
That is according to a recent to recent study by e-commerce consulting firm Pattern.
SHOULD MOVERS CARE? Yes. Customer Reviews are a big factor in determining the trustworthiness of your website by the prospect and influencing their decision to get a quote from you. Along with Expertise and Authoritativeness, these are three of the key determinates by Google Raters of your website.
WITH SO MANY FAKE REVIEWS, WHAT SHOULD YOU DO? Rely on Google Reviews as they are well “locked down” by Google. To leave a Google Review a person must have a Gmail account which means that they have completed some sort of profile. Many review sites are not as exacting in vetting reviewers.
WHAT SHOULD YOU NOT DO?
- Don’t curate your reviews and place them on your website.
- Don’t have only 5-star reviews. Google is very suspicious of this.
- Don’t hire companies to post only 5-star reviews.
- Don’t hire companies that are in any way offering premiums for reviews.
- Don’t post Yelp reviews to your site unless thoroughly vetted. They are subject to fake reviews, positive reviews if you pay for their service, and the like.
VOLUME OF REVIEWS MATTERS: “The likelihood that consumers who read reviews will buy a product triples based on the number of reviews it has, according to research by Edward C. Malthouse, professor of marketing at Northwestern University and Yorgos Askalidis, a data scientist, in 2016.” NYTimes, 11/29/19 p. B1.
Onward and upward!
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