One of the oldest and best forms of marketing is one of the most simple – word of mouth. The fact is, a company can come up with all kinds of claims. A business can tell you how amazing their products and services are, they can claim that they offer the best and newest. But, at the end of the day, customer reviews are one of the most important keys to converting visitors into customers.
Why is this? Simply because potential customers are more likely to believe other people. The psychology behind this comes down to the idea of a business being separate from the general public. People view a business as a separate entity. Of course, normal people run a business, but the mind separates this. A business is simply viewed as a faceless entity. Therefore, putting a human face on it by incorporating real, human reviews is a great way to get visitors interested in making a purchase.
Customer reviews are also a great way to advertise your services. While you could say something about your business like, “We offer the best in service and customer service,” a customer review that says “I did business with XYZ Inc. and was impressed by their attention to detail. Their customer service was excellent and I will surely do business with them again,” will speak volumes more. Customer reviews appeal to the buying public. Consumers are more likely to believe other consumers over the claims of a business. Why? Because the customer has nothing to gain from the review while the business has everything to gain from touting their products and services.
And this leads to another point – believable claims. All businesses claim to be the best. All businesses want you to give them your business. So what will set you apart and up your conversion rate? A real, genuine customer review. Customer reviews can settle fears and concerns that potential customers have. Again, it’s the trust factor. Potential customers will feel more comfortable doing business with you if they feel that other people have already done business with you, and have had positive experiences. This is the same principle that comes with people considering purchasing new technology. Typically, they wait until others have bought it, let the company work out the kinks, and only then will they make a purchase. Your business is no different. People want to be assured that you will deliver on your claims.
Something else to consider is the idea that the buying public knows that it takes time to write a letter, make a phone call, or send an email to a business. Whether it is for praise or for a complaint, most people will not follow through. If they had a great experience, they will simply continue to do business with you. If they had a complaint, they may be upset, but chances are, they will just not do business with you anymore. But a customer who contacts you and allows you to use a quote shows potential customers that people care enough about your products, services, and customer support to take the time and contact you.
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