The Power of Online Reviews and How They Can Be Used To Boost ROI
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Over the past few years, online product and service reviews have become more powerful than ever. Not only do they help consumers determine whether to use a particular company or not; online reviews can even be used to boost ROI substantially.
Benefits of Using Online Reviews
One of the main benefits associated with online reviews is that of purchase conversion. Research has revealed that consumers trust other consumers when it comes to performing research and obtaining input on services or products that they might want to purchase. This can range from as little as 5% to as much as 40%, depending on the category.
Another area where ROI is most noticed is in search - fresh and original content is what drives Google after all. There is however a tremendous difference in cost between paid search and driving organic search. Although review content has the ability to drive organic search anywhere between 10% and 20%, this will depend on how dense the content actually is and on the amount of relevant keywords manage to find their way into those search algorithms. It does have a significant impact on where people end up in search algorithm rankings.
Determining Where the Best Place is to Host Reviews
Sites such as Yelp or Angie's List are great places to have product and service reviews listed. Experts usually recommend that companies place review content directly on their websites and product pages as well because of the fact that it drives search. Clients who are working with services like Bazaarvoice can rest assured that all reviews are carefully moderated and digital authenticity checks are also performed. This ensures that all content coming through is 100% authentic. In cases where users simply don't have the means to do their own content generation, using content from a site like Yelp will be better than having nothing at all.
Best Practices for Handling Negative Reviews
In many cases, a brand or company will be judged more by the way it responds to negative feedback or reviews than that fact that there is any negative feedback. Regardless of how good a product or service is, it's bound to receive a little negative feedback at some point or other.
The first step that should be taken when responding to negative feedback is to apologize to the client regarding the fact that they have had a negative experience. Clients simply want to be acknowledged that they've had a bad experience. It is essential that action be taken to rectify the issue as well. In most cases, customers who have been acknowledged after posting negative feedback will be willing to let everyone know that their issues have been successfully resolved.
How Brands and Companies Can Obtain More Reviews from Clients
A highly effective way for companies to obtain more reviews from clients is to send an email asking them for reviews. Response rates to these mails tend to be high, meaning that they should obtain quite a few reviews in this manner.
Another effective method to obtain more reviews is for companies or brands to set up a lucky draw or sweepstakes. For example, "Send us your review and qualify for a free assessment/product."
A third option that can be used to obtain as many reviews as possible is to make use of product sampling. If you're launching a new product, consider sending samples out to anyone who is interested in trying your products. It's a good idea to obtain the reviews from this exercise before launching so that you can provide them to potential clients.
More important than anything else though, it's all in how a company or brand engages with consumers. Figuring out the best way to open two-way lines of communication with them is what will ensure that a company is successful over the long-term.
Online Reviews & ROI FAQs
How can online reviews influence return on investment beyond the star rating itself?
The text of a review often answers the doubts that stop people from buying, such as quality concerns or customer service fears. When visitors see their exact questions reflected in real customer stories, they feel more confident and move through the funnel faster. Reviews can also shorten the comparison stage, so people spend less time shopping around and more time engaging with your offers. Over time, this improves both conversion rates and the value you get from every marketing channel that sends traffic to your site.
What is an effective way to use online reviews on a website to improve performance?
Placing reviews close to key decision points, such as near pricing tables or call to action buttons, gives visitors reassurance at the moment they are hesitating. Mixing short snippets with longer, detailed reviews lets different types of readers find the depth they need. You can group reviews by use case or customer type so visitors quickly recognize situations similar to their own. Testing different layouts and placements helps you discover which combinations produce the biggest lift in leads or sales.
How can online reviews support local visibility and real world foot traffic?
For location based businesses, consistent reviews across major platforms act as social proof for people who are deciding where to visit today. When potential customers see recent, detailed feedback about staff, atmosphere, and wait times, they can picture the experience more clearly. That clarity often tips the decision in your favor when they are comparing several nearby options. Over time, strong review profiles make your locations the default choice in the area.
How can a business measure the true financial impact of reviews on its performance?
One practical approach is to compare conversion rates before and after adding visible reviews to key pages. You can also track how visitors who interact with your review section behave compared with those who do not, for example whether they complete more purchases or submit more inquiries. Monitoring average order values from review engaged visitors reveals whether social proof encourages people to choose higher tier options. When you connect these patterns to revenue, it becomes clear how reviews contribute to overall ROI.
How can online reviews help identify improvements that increase profitability?
Reviews often highlight recurring themes such as shipping delays, confusing policies, or overlooked product features. By tagging and categorizing this feedback, you can spot patterns that may not appear in internal reports. Fixing the most common pain points tends to reduce refunds, support costs, and negative word of mouth at the same time. In this way, reviews guide investments that both improve customer satisfaction and protect margins.
What is the best way to respond to positive reviews to maximize their value?
Thoughtful replies to positive feedback show future readers that you pay attention and appreciate your customers. When you reference specific details from the review, it signals that the comment is genuine and that your team understands what made the experience great. You can also gently reinforce key benefits in your response, such as fast support or flexible options, without sounding like an advertisement. Over time, this strengthens your brand personality and encourages more people to leave their own reviews.
How can multi location brands use reviews to guide marketing and operational decisions?
Comparing ratings, review volume, and common themes across locations quickly reveals which branches delight customers and which ones struggle. Strong locations can be studied for best practices in staffing, training, or local partnerships that might be applied elsewhere. Underperforming locations can receive targeted support based on the exact issues customers describe, rather than guesses from head office. This approach helps you allocate budget and attention where it will have the strongest impact on ROI.
How should businesses handle fake or malicious reviews without harming trust?
The first step is to monitor review platforms regularly so suspicious patterns are caught early, such as sudden bursts of similar comments. When you believe a review is not authentic, follow the platform’s reporting process instead of arguing in public. For borderline cases, a calm, factual response that addresses the concern and invites direct contact shows future readers that you are open and professional. Consistency in how you handle these situations helps protect your reputation and keeps genuine customer voices at the center.
How can online reviews be integrated into marketing campaigns to increase returns?
Short, powerful quotes from real customers can be added to ads, landing pages, and email sequences to back up your claims with proof. Matching review snippets to specific campaigns, such as highlighting reliability in a warranty promotion, keeps the message tightly aligned with your offer. Featuring reviews from recognizable segments, like local customers or a particular industry, helps the audience see themselves in the story. This makes each campaign feel more relevant and often improves response rates.
How often should a company review its online feedback and what should be included in that audit?
A monthly review works well for many brands, with more frequent checks during busy seasons or major campaigns. Each audit should look at trends in rating averages, volume of new reviews, response times, and the main topics that customers mention. It also helps to note which channels or campaigns generate the most feedback, positive or negative, so you can adjust your strategy. Treating this as a regular discipline turns reviews from scattered comments into a structured source of insight for the whole business.
