Customer Reviews benefit Businesses.

“Focus on how the end-user customers perceive the impact of your innovation — rather than on how you, the innovators, perceive it.” — Thomas Eddison.

When running an online company, having customer reviews can create a significant impact on your business. Customer reviews are so powerful that it gives potential customers more confidence in their purchasing decisions, leading to a rise in sales. However, there’s a risk if the reviews possibly contain harmful content with your company. This can cause a decrease in the business.

During the last couple of years, the popularity of online reviews has grown significantly. Reviews help people decide which products or services they should buy, where they should travel, and even where they should eat. Over time reviews have slowly become an integral part of the business on the internet. This is why it is essential to be careful when deciding if including customer reviews is the best option.

How much do local businesses use customer reviews?

Customer reviews are used by mostly 90% of the customers. And as you can see above, 34% of those users always rely on customer reviews. Click on the picture to visit the website to learn more about the survey results of the Local Consumer Review Survey 2020. Customers read and study the reviews to decide that they trust and value other consumers' opinions and experiences. This is why both positive and negative thoughts can create such a significant impact on a small business. It’s essential to study and compare how positive reviews and how negative reviews influence sales.

Positive Reviews Affecting Businesses:

Firstly, it’s crucial to study how positive reviews by customers can benefit businesses. There are many ways in which this is possible. Positive reviews can benefit a business because they improve reputation, increase sales, enhance ranking on search engines, and boost profitability. To support this with evidence, sources claim 73% of consumers surveyed said they trust a local business more if it has positive customer reviews. This actively demonstrates that more than half the customers rely on customer reviews, which shows the importance of having a review feature in online businesses.

Not to mention, an article notes that customers spend 31% more on a business with more positive reviews. That’s an incredible profit, especially for small businesses. Also, positive reviews with 5-star ratings help compel potential clients to contact you as they feel more confident about your business. The more customers you satisfy, the more people will be interested in buying your products/services. Overall, to handle an excellent reputation and develop a good eye in the hand of the consumers, it’s essential to focus and prioritize attention towards addressing and receiving customer reviews.

Negative Reviews Affecting Businesses:

This leads to the next point in the discussion, having negative reviews can damage the reputations of online businesses. From the article previously mentioned, while taking a survey, half the customers stated that negative customer reviews make them question the quality of a company. In a more realistic perspective, research claims one negative review can drive away 30 customers. More than four negative reviews can increase your lost customers to 70%. This is why businesses need to steer clear of negative reviews.

Another matter most people do not know about customer reviews is that they can affect SEO. This actively demonstrates that negative reviews affect the way your business ranks on search engines. Negative ratings make your business rank poorly because search engines recommend the best enterprises to users. Another problem is that people are more likely to share their bad reviews than good ones. Though having negative reviews for businesses can be challenging to maintain, it’s not impossible to change the business reputation for the better.

Ways to Handle Negative Reviews:

There are many ways in which negative reviews can be changed for the better. For example, sources claim that the best way to respond to these reviews is to respond as soon as possible. Respond to reviews immediately or as promptly as possible. Most enterprises ignore negative reviews and don’t have strategies in place on how to address them effectively. Not to mention, responding to these reviews can work nicely towards positive feedback as well. Remain calm when replying to negative reviews. What you say in your response can change the person’s mind about your business. It is essential to know how to address their concern and resolve the issue, meaning taking the conversation to email or private messages. Forbes contends that 45% of consumers will visit a store that responds to negative reviews.

Another way can be to offer to fix the problem personally. It is continuing the conversation offline and inviting the customer to contact the business owner to resolve it. To add on, negative reviews can be handled nicely, even with in-person businesses. It is important to note that customer support is the backbone of any business. It can make or break a customer’s experience and, therefore, impacts your company’s bottom line in many ways. Only about 4% of dissatisfied customers let the company know that they’re unhappy with their service. Just keep in mind that there’s always room for improvement, so keep working hard to provide the best customer support possible. Solve issues before customers take them online. Be professional and show empathy with a quick response. It will go a long way. It also shows potential consumers that you care and want to make things right.

Top Review Sites:

Besides personal business websites, customers tend to use popular reviewing websites to leave a review about a particular business. According to Forbes, some of the most popular review sites used by consumers can be Google,, Yelp, Facebook, TripAdvisor, Foursquare, and Yellow Pages. Business owners need to monitor their business feedback on these websites. Business owners monitor those sites once or twice a week, depending on the volume of reviews. There are many businesses in which having reviews greatly impacted their sales.

Examples of Businesses That were Affected by Online Reviews:

There are many companies in particular, in which they dominate online reviews. From an article, the top two businesses which were positively impacted by reviews were ASOS and HubSpot. These businesses need to maintain a fabulous online presence because they do not have many in-person customer interactions. It is an online-only business, starting with ASOS, making it different from many other clothing retailers. The brand plays on this difference by selling itself as a community.

It incorporates customer-first policies and always keeps customer satisfaction at the forefront of its strategies. Next is HubSpot. One of the best-selling points for HubSpot’s platform is its original yet straightforward plan about pricing. What helps HubSpot maintain such a solid online reputation is its understanding of its customers’ needs and goals. If one looks at its positive reviews, HubSpot offers valuable solutions to its target audience.

Online Reviews Affecting Popular Culture:

Not only can online consumer feedback affect businesses, but it can also affect popular culture as well. Little can one notice that customer reviews can be found anywhere on the internet? There are many ways in which customer reviews can affect companies that aren’t even selling anything. For instance, one example may be leaving comments under a YouTube video. The way someone feels about a music video, for example, can affect the viewer’s opinions about the song too. Not to mention, music record labels are a sort of online business as well. Another way in which a consumer can show feedback could be through social media. For example, along the lines of a picture on Instagram. Instagram can also be a creative way business promote their items.

If a specific business has many likes on individual posts, it shows other customers how reliable it can be. An article states that customer testimonials come in various forms — customer quotes, case studies, reviews, and video testimonials. When appropriately used, customer testimonials on Instagram can provide social proof and give your visitors and followers a solid reason to trust your brand. Lastly, another way online reviews can be affected by popular culture is when a celebrity endorses a product. When a person with a large following promotes a development, it is an excellent 5-star review by someone you trust. This is why businesses mainly sponsor influencers with their products because it increases their sales.

Customer Reviews Better for Businesses

The final analysis is essential to draw back and consider whether customer reviews would be better for a business. To sum up, everything that has been stated so far, in my opinion, having a customer review feature on the website would be the best decision. There are many reasons why this is the best choice. As mentioned earlier, online reviews, both positive and negative, can be used to identify any areas of your business that could use improvements, such as customer service or faster delivery. When keeping customers happy, one can convert them into loyal customers, which means they’ll be sticking for the exact purpose of the long run.

However, to be more specific, positive reviews can ultimately benefit a business by boosting its reputation, which can cause an increase in overall sales. While negative reviews, on the other hand, can be risky for the company, it is possible to handle them. The best way to take negative reviews is to respond immediately and provide the kindest service to the customers. It’s crucial to keep up with these reviews to maintain a healthy online presence for the exact purpose of the business. Consumer feedback is found everywhere, ranging from YouTube videos to social media presence. According to sources, online reviews are bound to drive customers towards or away from a brand in a world governed by the internet. Placing customer satisfaction at the top of the priority list for the exact purpose of your business can only help your company’s sales and profitability. This is why it is essential to analyze the reviews if you have a small business. When handling a business, the customer’s opinion is most valuable and matters the most.



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A Seattle web design and online marketing agency that delivers high-end websites. A passion for web development and SEO.