Google.
Yelp.
Facebook.
TripAdvisor.
Not surprisingly, Google takes the lead, holding 73% of these reviews, which means that optimizing your presence on Google is essential for most businesses.
Yelp, Facebook, and TripAdvisor make up much smaller shares but are still significant for certain industries like dining and travel.
10. Most Customers Will Look At 2 Review Sites Before Purchasing
It’s no longer enough for businesses to focus on just one review site. In fact, 77% of consumers use at least two platforms to research businesses before making a decision, while 41% turn to three or more platforms.
Less than a quarter of consumers rely on just one site, highlighting the importance of maintaining a strong presence across several review platforms.
This means that to effectively manage your brand’s reputation, you need to ensure consistency across multiple review sites like Google, Yelp, Facebook, and TripAdvisor.
When asking for customer reviews, it’s also a good idea to offer them multiple platforms to choose from.
Consumers often have preferences or accounts with specific platforms, so making it easy for them to leave feedback can help boost the number of reviews your business receives.
11. Tiny Subject Line Changes Can Get More Reviews
When soliciting reviews, most businesses send an email post-purchase.
Yotpo studied the subject lines of 3.5 million of these post-purchase review request emails to discover what works and what doesn’t when asking customers for reviews.
While this is much more than a single statistic, here is a synopsis of the top subject line tweaks to get more reviews:
An emotional appeal doesn’t greatly impact the review response rates.
Include your store name to increase reviews.
Incentives inspire more reviews in every industry.
Ask a question in the subject line.
Exclamation points boost reviews for food and tobacco businesses.
Avoid using a totally uppercase word in your subject lines.
12. Reputation Management Software Pays For Itself
Podium released a very interesting report on online reviews, stating that almost 90% of local companies that utilize a reputation management tool make up for the cost with the ROI.
How your company appears online massively dictates what shows up in terms of your bottom line.
Because of this, companies are investing more in their reputations than ever before.
One way they do this is by investing in reputation management software. This gives them the ability to have clarity regarding how their business is reviewed online.
13. Customers Believe A Product Should Have 100+ Reviews
Power Reviews recently posted interesting statistics about the number of reviews shoppers want.
In a perfect world, 43% of consumers have indicated that they want to see more than 100 reviews for an item.
Consumers indicate that a notably high volume of reviews can have a big, positive impact on their purchase likelihood.
Out of those surveyed, 64% indicated that they would be more likely to purchase an item if it had over 1,000 reviews than if it only had 100 reviews.
On the flip side, 44% indicated that they flat out would not purchase a product with zero reviews. This percentage increases to 48% for Millenials and 49% for Gen-Z’ers.
14. Few Travelers Post Unsolicited Online Hotel Reviews
BrightLocal has also uncovered that 78% of travelers never post unsolicited online hotel reviews. This means you cannot simply rely on customers to post hotel reviews of their own free will. They need to be encouraged to do so.
Customers say that the main ways they have been asked to leave a review are as follows:
Via email (41%).
During the sale/in-person (35%).
When receiving an invoice or receipt (35%).
SMS text (27%).
You need to be mindful of how you approach customers when asking to leave a review. The last thing you want to do is come across as pushy.
At the same time, you want to make customers feel compelled to post a comment.
Offering an incentive, such as a special discount or entry into a competition, is a good approach.
15. Consumers Are Becoming Increasingly Suspicious Of Online Reviews
While online consumers rely on reviews to make purchasing decisions, they’re also suspicious of fake reviews.
In fact, 49% of Amazon consumers are confident they have seen fake reviews.
As you can see from the table, Google had the largest improvement in consumer confidence, dropping from 50% in 2023 to 38% in 2024.
16. Most Consumers Use Rating Filters
Did you know that 7 in 10 consumers utilize rating filters when looking for companies?
Out of all the different rating options, the most popular is to narrow down a search based on the rating; for example, it is to only show hotels with ratings of four stars or above.
This helps customers only view products, locations, and services that fall within their standards. No one wants to waste their time on things that don’t fit!
17. Customers Expect You To Respond To Negative Reviews Within 7 Days
When customers post negative reviews about a business, they expect a response. Not only this, but they don’t want to wait around for it.
Review Trackers have stated that 53% of customers expect companies to respond to negative feedback within one week.
One in three consumers has a shorter timeframe than this – three days or less.
Therefore, you really need to ensure you’re keeping up with the reviews you receive and responding appropriately.
18. Your Response To A Review Can Change How Customers View Your Business
Podium’s 2021 State of Reviews publication revealed that 56% of consumers had changed their perspective on a business based on how they responded to a review.
We know that receiving a bad review from a customer can make you feel sick to your stomach. However, this statistic shows that there is the potential to turn this into a positive.
If you respond empathetically and try to understand the customer, they will feel like you really care about them and the service they receive. You can turn an unsatisfied customer into a loyal one.
And, even if the consumer who has complained does not reply, the fact you’ve tried to rectify their grievance will show your business in a positive light when others read the review.
Why You Can’t Ignore Online Reviews
The numbers don’t lie; online reviews have become a key player in shaping consumer trust and building social proof.
Instead of seeing them as a source of stress, think of them as a valuable opportunity to connect with your customers on a deeper level.
If you haven’t started managing your online reputation, now’s the perfect time to dive in. Here’s how you can take control:
Encourage feedback: Let your customers know that their reviews are more than just ratings; they help you improve and serve them better.
Be responsive: Engage with reviews, both positive and negative, across all platforms. Show that you’re listening and addressing concerns quickly and professionally.
Claim your Google Business Profile: Ensure your business details are accurate and up to date so customers find the right info.
Ask for reviews: Don’t be shy about asking your satisfied customers to share their experiences. A gentle prompt can go a long way in building your online presence.
Taking these steps can transform online reviews from something to fear into a tool for growth.
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