Skip to main content
  • Toolset
  • Solutions
  • About DMS
  • Case Studies
  • Contact Us

Connect With Your Audience At Scale

  • Articles
  • Case Studies
  • Videos
    • As Seen In...
    • Press Releases
    • Contact DMS
    • Events
    • DMS Live
    • Contact DMS
    • Careers @ DMS
    • DMS Investor Info
    • DMS Toolset
    • DMS Solutions
    • DMS Team
    • DMS Voices

Recent Searches

    Share this Post

    • Share on facebook
    • Share on twitter
    • Share on linkedin
    • Share on email
    1. Home
    2. DMS Insights: Digital Advertising News
    3. Determining The Importance And Effects Of Customer Reviews

    Fill form to unlock content

    Loading, please wait

    Error - something went wrong!

    Thank you!

    Determining The Importance And Effects Of Customer Reviews

    Published Date January 9, 2020

    In recent years, consumer reviews have become an increasingly common part of shoppers’ purchasing decisions and the general public’s perception of a brand. These reviews have evolved into, in many ways, the internet’s answer to walking into a store and trying out a product for yourself.

    Do Consumer Reviews Really Matter?

    Shutterstock_1172295721 Online feedback rating concept. Customer, beautiful asian woman review rating business service via mobile smart phone

    The short answer? Yes.

    Recent research showed that positive online reviews are the most important factor for consumers who are considering a purchase. Between Google My Business, Yelp, Glassdoor, Facebook and several others, review platforms have begun acting as search engines to show consumers a number of factors for any given business, including star ratings, review volume (which translates to consumer engagement), prices of items offered, the source of the review and much more.

    An increase of just one star on an Amazon rating correlates to a 26% increase in sales. The same shift in stars on Yelp leads to a 5-9% increase in revenue. On the other hand, brands with an excess of three negative reviews can expect to lose 59.2% of their potential customers. With that being said, it’s easy to view consumer reviews as unpredictable and potentially detrimental to a brand. However, audience feedback can be a powerful tool for growing a business and improving brand reputation.

    Externally, marketers can use consumer reviews to promote their brands’ strengths and offerings, improve brand awareness and establish credibility and trust among their audiences. Internally, consumer reviews can be used to identify areas of improvement and opportunities to enhance messaging.

    Consumer Reviews By The Numbers

    Shutterstock_1074687401 Customer Experience Concept. Soft focus of Happy Client standing at the Wall, Smiling while using Smartphone. Surrounded by Positive Review in Speech Bubble and Social Network icons

    The average consumer reads 10 reviews per site and requires at least 40 reviews written before trusting the overall business rating and the brand as a whole.

    Some additional insight into consumers’ review habits:

    • Nearly half of all consumers only focus on reviews written within the last two weeks.
    • More than 50% of consumers ignore brands showing a rating of less than four stars.
    • Almost 90% of consumers stated they read reviews for local companies.
    • Positive reviews make 91% of consumers more likely to use a business. On the flip side, 82% of consumers are put off by negative reviews.
    • More than 78% of consumers hold the same value in online reviews as they do personal recommendations.
    • If consumer reviews are displayed on a brand’s page, conversion rates have the potential to increase by 270%.
    • Across product categories, the likelihood of purchase usually peaks at ratings within the 4-4.7 range.
    • Reviews from verified buyers are significantly more positive than reviews written by anonymous sources.

    It’s safe to say, it's highly likely consumers – or prospective consumers – research and read multiple reviews before their initial interactions with brands.

    A Brand’s Response To Consumer Reviews Is Equally As Important As The Review Itself

    Among consumers that read reviews, 97% read businesses’ responses to reviews, making it more necessary than ever for marketers to be aware of the online conversation that surrounds their brands and engage quickly and strategically to audience feedback. According to a Sprout Social survey, when a brand responds to consumers, 65% of consumers become more loyal to the brand and 25% are less likely to post negative reviews.

    This form of online reputation management can take many forms – from requesting your customers leave reviews through a seamless, clear call to action to daily social media monitoring – all in an effort to ensure your consumers are satisfied and walk away with a positive perception of your brand. In other words, if marketers are not investing efforts into collecting, managing and promoting online reviews, they are missing out on the chance to obtain an increased understanding of brand perception, control the first impression their business leaves on each consumer and acquire the ability to gain insight into how customers perceive competitors online.

    Seeking New Ways To Maximize Your Customer Acquisition Efforts?

    Digital Media Solutions (DMS) is a technology-enabled, data-driven performance advertising solutions provider connecting consumers and advertisers. Contact DMS today to learn how our first-party data asset, proprietary technology and expansive digital media reach can help you scale your customer acquisition results.

    Contact DMS
    • Previous Article

      3 Myths Keeping Mortgage Originators From Closing More Refinance Loans

      3 Myths Keeping Mortgage Originators From Closing More Refinance Loans

      Refinance loan volume has surged while mortgage rates hover near 3-year lows. Refinancers could help lenders grow their closed loan volume in 2020, if they can avoid the pitfalls of three common myths

    • Next Article

      Understanding How Americans Perceive Wellness To Create Effective Weight Loss Marketing Campaigns

      Understanding How Americans Perceive Wellness To Create Effective Weight Loss Marketing Campaigns

      Weight loss trends remain varied, but one thing that appears consistent is the use of social media platforms to influence diet and nutrition choices.

    Most Recent Articles

    • 4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      4 Tips To Help Set Up Inbound Call Campaigns For Long-Term Success

      Careful planning is needed both on the advertiser and publisher sides for a call campaign to perform well. These four tips can help you set up inbound call campaigns for long-term success.

      Read Article

    • 3 Top Lead Generation Best Practices To Scale Your Business

      3 Top Lead Generation Best Practices To Scale Your Business

      Set lead generation campaigns up for success by deploying best practices and optimizations.

      Read Article

    • What Is The Latest News On Apple And Push Notifications?
      10 months ago

      What Is The Latest News On Apple And Push Notifications?

      At this year’s annual WWDC, Apple announced that beginning in 2023, iOS 16 will support web push notifications.

      Read Article

    •  8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      8 Email Subject Line Strategies That Can Help Drive Up Open Rates

      Subject lines represent a make-it or break-it opportunity to get email opened.

      Read Article

    • 4 Often Overlooked Ways To Address Email Inboxing Challenges

      4 Often Overlooked Ways To Address Email Inboxing Challenges

      While there are technical aspects to making sure an email message gets to its intended destination, it’s important to always keep the consumer top of mind.

      Read Article

    • 5 Ways To Manage Customer Acquisition Challenges

      5 Ways To Manage Customer Acquisition Challenges

      Customer acquisition challenges are universal, but finding the right solutions shouldn’t be hard. Here’s a look at 5 ways to overcome your customer acquisition challenges & drive the results you need.

      Read Article

    • What Is Happening With The Twitter Purchase?
      11 months ago

      What Is Happening With The Twitter Purchase?

      Elon Musk is taking over Twitter. Now what? Here’s what you need to know about the sale of Twitter and how you can proceed confidently on the social media platform.

      Read Article

    • 6 Ways To Create A Successful TikTok Marketing Strategy

      6 Ways To Create A Successful TikTok Marketing Strategy

      A successful TikTok marketing strategy is important in 2022, but advertisers don’t have to do it alone.

      Read Article

    • Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      Tax Prep Advertising Can Use The Lessons of 2022 To Better Target Audiences In 2023

      The DMS Tax Preparation Survey offers clues for tax preparation advertisers who want to reach consumers with relevant messaging, when and where they are shopping.

      Read Article

    • 3 Strategies To Modernize Lead Generation Campaigns

      3 Strategies To Modernize Lead Generation Campaigns

      Brands can modernize their lead generation strategies with versatile creative, customized plans and personalized re-engagement.

      Read Article

    • What Is A Publisher?

      What Is A Publisher?

      Do you want to understand the best way to reach the right people with the right messages at the right time? Consider partnering with publishers.

      Read Article

    • How To Boost Engagement By Using Video In Emails

      How To Boost Engagement By Using Video In Emails

      Video advertising within email is gaining momentum with brands, aligning with the overall growth of video in advertising.

      Read Article

    • It's Okay To Believe Advertising IRL > Metaverse
      11 months ago

      It's Okay To Believe Advertising IRL > Metaverse

      Metaverse marketing is likely to be a part of future strategies for brands & businesses, but many are taking a “wait and see” approach while relying on the “tried & true,” like performance marketing.

      Read Article

    • Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt
      about 1 year ago

      Tax Season Marketing Should Target Americans Filing Their Taxes Early To Pay Off Holiday Debt

      Filing taxes early to get refunds is the top way Americans are planning to deal with holiday overspending.

      Read Article

    • Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action
      about 1 year ago

      Valentine’s Day Advertising Must Reach Shoppers Ready To Take Action

      Valentine’s Day is a time for ecommerce brands to reach consumers in the mood for love – and shopping. DMS surveyed 250 adults in January and found that gift giving has extended beyond just couples.

      Read Article

    • Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey
      about 1 year ago

      Post-Holiday Personal Finance Marketing: What Converts Based On A Recent Consumer Survey

      71% of Americans believe they possibly overspent during the holidays. The brands that best engage borrowers by demonstrating how their solutions will deliver quick relief are likely to see success.

      Read Article

    • What Are Data Signals?

      What Are Data Signals?

      Real-time data signals can pinpoint the individual consumers most likely to respond to your advertising when they are ready to take action.

      Read Article

    • The Top 5 Social Media Strategies For Lead Generation

      The Top 5 Social Media Strategies For Lead Generation

      These best practices can help advertisers set up social media campaigns that successfully generate leads while creating ongoing engagement.

      Read Article

    • What Is Real-Time Data?

      What Is Real-Time Data?

      Quality, real-time data helps understand consumer desires and predict future actions, allowing advertisers to get the right message in front of the right person at the right time to encourage action.

      Read Article

    • Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find
      over 1 year ago

      Consumers Start Holiday Product Searches On Google – Make Sure You Are Easy To Find

      To connect with consumers during the early phases of their holiday shopping, advertisers need to make sure their brands are easily discoverable in multiple places on Google.

      Read Article

    Return to Home
    DMS Logo

    Tech-Enabled, Data-Based Performance Advertising

    facebook icon twitter icon linkedin icon instagram icon

    © 2021 Digital Media Solutions, LLC. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, LLC. All other company and product names referenced herein are the property of their respective owners.

    Digital Performance Advertising

    linkedin icon
    facebook icon
    twitter icon
    instagram icon

    Subscribe To News From DMS


    About DMS
    Toolset Solutions DMS Insurance DMS Performance Ad Market DMS Ecommerce Advertising DMS Consumer Finance DMS Education DMS Managed Services DMS Nonprofit Advertising DMS Subscription Advertising Newsroom DMS Insights Investor Info
    Contact Us
    (877) 236-8632 connect@DMSgroup.com Careers Become A DMS Advertiser Become A DMS Publisher
    DMS Proprietary Technology
    Aimtell Sparkroom ZipQuote
    Logins
    Aimtell Login DMS Exchange Login DMS Performance Ad Market Publisher Login Sparkroom Login ZipQuote Agent Login
    Privacy & Terms
    Privacy Policy Terms and Conditions Code of Conduct

    © 2022 Digital Media Solutions®, Inc. All Rights Reserved. Digital Media Solutions and its logos are trademarks or registered trademarks of Digital Media Solutions, Inc. All other company and product names referenced herein are the property of their respective owners.