Curious to see how other customer-centric companies are using ReviewTrackers to foster operational improvements? Then you’ll love our new Customer Success stories.
The first one is a story on American Family Insurance. Not only does the company leverage reviews in order to improve SEO and social media performance; American Family also harnesses customer feedback in order to ensure regulatory compliance and help its C-level executives truly listen in to the Voice of the Customer.
The second Customer Success story is on Hwy 55 Burgers, Shakes, and Fries. With ReviewTrackers, the hospitality brand is able to achieve a clearer line of sight into customer feedback across more than 130 franchise locations.
Speaking of customer feedback: you already know that reviews and ratings of your business have the power to shape consumer behavior. What’s not always clear is how exactly consumers use local search services and online reviews to find and assess your business, as well as what kind of impact these reviews have on their path to purchase.
This is what we set out to explore. The first-ever ReviewTrackers Local Search and Online Reviews Survey examines in greater detail the research and decision-making process of today’s consumers, with the goal of helping you discover strategic approaches to improving local search performance and managing online reviews.
Read the full blog post for a summary of our survey findings.
- Over 50 percent of consumers often or always check out online reviews, while only 34 percent seek out information on discounts and pricing.
- 36.4 percent of consumers agree that Google reviews, reviews on other websites, and local search rankings are the most important factors when looking for a business.
- 67.7 percent of consumers say that at least half of their searches result in a visit to a local business. These visits then eventually translate into sales, with at least half of local searches eventually leading to a purchase for 57.7 percent of consumers.
- 62.7 percent of consumers believe that online reviews are “important” or “very important” when choosing a local business.
- Only 3 percent do not consider reviews when making a purchase decision on a local business.
- 69.9 percent of consumers read reviews in the beginning of and during the research phase, when they start to gather information (discovery) and when they make a list of options (comparison).
- Only 38.9 percent of consumers actively use rating filters, but this does not stop those who don’t use filters from assessing businesses based on their rating scores. 63.29 percent of consumers trust businesses with overall ratings of 4.0 or 4.5 stars out of 5, while a measly 2.5 percent trust businesses with overall ratings of 2.0 stars or less.