Review

Customer reviews build something known as social proof, a phenomenon that states people are influenced by those around them. This might include friends and family, industry experts and influencers, or even internet strangers. Social proof can push customers who are on the fence about buying a product to make a purchase (or consider other alternatives). While there are many different forms of social proof (like influencer campaigns and company partnerships), customer reviews have a special place in shoppers’ hearts. Think about the last time you tried a new restaurant. Or bought a vacuum. You probably looked for reviews online first, right? When considering a purchase, people want first-hand perspectives from other people just like them. While a famous influencer might catch their attention, experiences from peers are also important if you want to convince them to buy. Depending on the industry your business is in, customer reviews might be especially important because they help offset a generally negative view of certain industries. For example, if you work in advertising, you’ve got a bit of an uphill battle—only 23% of respondents surveyed in the Customer Communications Review said that ad agencies provided “very good” or “pretty good” service, and ad agencies rank dead last in comparison to other major industries: