So, there’s a general understanding that reviews are important. However, I sometimes think people don’t grasp just how important they truly are. Year after year, there is more and more data demonstrating the importance of consumer behavior, positive reviews, social validation and more. For example, according to BrightLocal’s Local Consumer Review Survey, 91% of 18-34-year-old consumers trust online reviews as much as personal recommendations.
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From my experience, even in an industry such as professional services, poor reviews or a lack of reviews can be detrimental. We found that consumers expect businesses in this industry to have a minimum average Google rating of 3.84 across at least 20 reviews. This was compounded by a question we asked: “On a scale 1-10, if you narrowed down two professionals you liked, but one had much better reviews online, how much would that impact your final decision?" The average of all the responses was 7.931.
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