The Importance of Customer Reviews: Applying Social Proof to Business
Keywords – Social Proof – Importance of Customer Reviews
I don’t usually start a discussion with statistics. But, statistics really help here to make the point.
- 90% of consumers read an online review before visiting a business.
- Customers are likely to spend 31% more on a business with excellent reviews.
- 72% of consumers will only take action after reading a positive review.
In essence, customer reviews are more than just customer reviews now. They are a form of social proof.
Social proof is a psychological behaviour where humans copy the actions of others to undertake behaviour in certain situations.
More specifically, social proof is prominent when humans don’t exactly know how to behave in a certain situation and they inspiration from others. By doing so, people are able to make a rational move on the basis of the experience of others.
Does this sound familiar?
If yes, this is what we are doing when we are reading reviews online before buying a product or a service.
Social proof is a form of social influence; a type of conformity to like someone who’s liked by others.
And, there is a simple reason for it.
Humans are social animals and we exist in societal groups.
This means that when your social circle makes a decision, you are more likely to act the same way. If your circle likes hanging out in a pub, regularly you will end up there too. In some cases, if your circle hates a flavour of ice cream, there is a high probability that you will do the same.
And, no matter how independent we get, we will show some signs of such behaviour. This has massive business implications.
Social Proof as a Selling Tool
Whether your business is B2B or B2C, social proof can be the make or break of your selling hopes.
When potential customers see the reaction of your current and past clients, it has a direct impact on their buying behaviour.
If they see excited, positive reviews, they are more likely to buy from you. As simple as that.
Therefore, do not look at the reviews and recommendations as mere sentences. In reality, these reviews and recommendations make your potential clients expect the same results. It compels them to buy from you.
This blog will be incomplete if we do not share our testimonials, reviews, and recommendations. We can share proudly that we have held our 5 star rating after 22 reviews across Google and Facebook.
You can check our Google Reviews here.
And, you can check the Facebook ones here.
To learn more, get in touch today.
And, if you would like to read other blogs surrounding customer psychology, check 3 of them here: