Marketers understand that online reputation isn’t just about star ratings; it’s about credibility and customer trust. Reviews can either elevate your brand or leave it struggling to keep up.
Most potential customers will browse online reviews before they even visit your website, and their decisions are often heavily influenced by what they find.
Good reviews can act as social proof, reassuring people that your business is worth their time and money. On the flip side, how you handle negative feedback is just as important.
Thoughtful, well-handled responses can turn an unhappy customer into a loyal one and show potential clients that you value transparency and improvement.
Why Online Reviews Are So Powerful
Online platforms like Yelp, Google, and TripAdvisor have given customers more power than ever. With just a few clicks, they can uncover real experiences from other people and use that feedback to guide their own decisions.
For businesses, this creates transparency, but it can also feel like walking a tightrope.
Even if you’re consistently delivering great service, one negative review can sometimes overshadow all the positives. That can be frustrating, but it’s the reality of today’s customer-driven world.
What makes online reviews so impactful is their ability to influence thoughtful, research-based decisions. Whether someone is choosing a new place to eat or trying to find a reliable service provider, reviews give them that extra layer of trust.
For many, they’ve become a crucial part of the buying journey, making reviews far more than just opinions; they’re a deciding factor.
Still skeptical about the impact? These statistics might just change your mind.
1. Positive & Negative Reviews Influence Consumers
According to a 2021 report by PowerReviews, over 99.9% of customers read reviews when they shop online.
Furthermore, 96% of customers look for negative reviews specifically. This figure was 85% back in 2018.
When people look for bad reviews, they’re interested in knowing some of the company’s weaknesses. Where could they improve? If the downfalls are minor, it makes the researcher feel assured.
A near-perfect rating is often viewed as less credible and leads to consumer skepticism if reviews are too positive.
2. Consumers Trust Reviews Like Recommendations From Loved Ones
BrightLocal’s local consumer survey shows that 50% of consumers trust reviews as much as personal recommendations from friends and family members.
The study also gave some insight into how we feel about reviews – 69% of consumers would feel positive about using a business if its written reviews describe positive experiences. This figure has held steady compared to 2023, though it has dropped from 75% in 2022.
Interestingly, there has been a notable 8% increase in consumers feeling more confident about businesses when reviews come from named users rather than anonymous ones.
In 2024, 48% of consumers say that reviews by named individuals make them feel more positive about a business, up from 40% in 2023.
However, there’s a clear downward trend overall in the factors that make consumers feel good about using a business based on reviews.
This shift might suggest that people are becoming more discerning, less likely to take reviews at face value, and increasingly cautious about trusting online feedback.
The growing preference for reviews from named users also highlights a broader sense of digital awareness. Consumers are getting savvier about user-generated content, looking for signs of authenticity before making decisions.
3. The More Reviews, The Better Reputation
For most consumers, the number of reviews a business has can make or break their trust in the overall rating.
In fact, 59% of consumers expect a business to have between 20-99 reviews to trust the average star rating.
4. Most Consumers Don’t Trust Advertising
When it comes to online reviews and digital media, consumer trust is shaky.
According to a Nielsen study, trust in digital formats like mobile ads, online banners, and influencer posts remains low, with only 23% of people trusting influencer ads.
Consumers are growing increasingly wary of the information they see online when it’s tied to promotional efforts, which is why genuine consumer reviews are so valuable.
Notably, trust in digital advertising is lowest among certain demographics. Those aged 65+, followed closely by Gen Z (15-24) and Boomers (57-66), show the least amount of trust in digital media.
5. Shoppers Research Product Reviews On Their Phones, Outside Of Your Store
OuterBox recently revealed that every 8 in 10 shoppers use their smartphones to look up product reviews while they are in-store.
Before buying an item, shoppers will quickly search to see what other people have had to say about the product in question.
Some will compare prices, determining whether they can find the item elsewhere cheaper.
This statistic shows how the online and offline worlds are becoming increasingly integrated.
If you don’t have a good online review presence, it can have a negative impact on the number of sales you make in-store.
6. Reviews Shared On Twitter Increase Social Commerce
Yotpo has revealed that reviews on social media platforms increase social commerce, especially on X (Twitter).
When we think of social media, we associate it with building brand awareness. However, it’s also effective for driving sales.
Shopify recently published a survey that revealed the average conversion rate for the social media websites represented in the graph above:
The average conversion rate for LinkedIn is 0.47%
The average conversion rate for Twitter is 0.77%
The average conversion rate for Facebook is 1.85%
Yotpo Data found that when reviews are shared on social platforms, the conversion rate is 5.3 times higher for LinkedIn, 8.4 times higher for Twitter, and 40 times higher for Facebook.
All these statistics show us that reviews are an incredibly powerful form of social proof that results in higher conversion levels across LinkedIn, X (Twitter), and Facebook.
Furthermore, a lot of the ecommerce world underestimates X’s (Twitter’s) force.
7. Reviews Are Just As Important Among Jobseekers
If you thought consumers were the only ones concerned about reviews, think again.
Research published by Glassdoor indicates that 86% of employees and job seekers research reviews on a business and ratings to determine whether they should apply for a job.
As competition for talent in certain industries gets tougher, companies will have no choice but to be more conscious about their employer brand if they wish to attract top talent.
8. 3.4 Stars Is The Minimum Rating Customers Accept
When deciding whether to engage with a business, it has been indicated that 3.4 stars out of 5 are the lowest rating customers are likely to consider.
If you have a lower rating than this, your business may be overlooked and lose valuable consumers to the competition.
Furthermore, only 3% of customers would consider using a business if it had a rating of 2 stars or less, showing that our standards are only getting higher!
9. Google, Yelp, Facebook, and TripAdvisor Dominate The Review Landscape
If your business wants to build credibility, focusing on the right review platforms is key. A staggering 88% of all online reviews are hosted across just four major platforms: