The results of the 2018 Local Consumer Review Survey (from BrightLocal) are in! Here are the highlights.
- 86% of consumers read reviews for local businesses, including 75% of those 55 and older (so don't think it's just the younger crowd you rely on reviews!)
- Positive reviews make 68% of consumers more likely to use local businesses
- Negative reviews stop 40% of consumers from wanting to use a business
- 57% of consumers won’t use a business that has fewer than 4 stars
- Most consumers read 4 or more reviews before feeling able to trust a company
- 89% read a company's response to reviews (so respond to those negative reviews, as well as the positive)
- 85% think that online reviews older than 3 months aren’t relevant
WHAT TO DO
When it comes to online reviews, the biggest deciding factors in whether a consumer will do business with a company are:
- the number of positive, authentic reviews,
- the average star rating, and
- the company's responses to reviews.
ASK customers to leave a review!! I can't stress this enough. Just be careful - remember that you cannot ask for a Yelp review.
Make it as easy as possible by giving them an easy-to-remember, shortened link that takes them directly to Google or Facebook's reviews. (use Bit.ly or Pretty Links)
Send a follow-up email after a purchase or service reminding them of the value of their review to other consumers.
This Quick Read first appeared in the December 2018 GROWth Report newsletter. Want to stay up to date? Subscribe below!