How online reviews affect your customer journey
The customer journey, which is the process users go through between realizing they need a product and making a purchase, has changed dramatically in recent years. Product reviews have become more accessible than ever before. As a result, they’ve also become a driving force in sales and marketing.
For context, research shows that 97% of all online shoppers say reviews directly impact their shopping habits.
One of the main reasons reviews are so helpful is they build social proof. Simply put, social proof is evidence that other customers and businesses trust and respect your business. When people see social proof, there’s a good chance they will engage with your brand.
For example, are you more likely to try a new restaurant on your own or after a friend tells you they have the best burgers in town? Most of us would try the restaurant after the recommendation because we have evidence that someone we know and trust enjoyed their food.