National Leave a Review Day: 4 tips from G2 + Reputation

Word of mouth is just as important today as it was for shoppers centuries ago.

We are more connected than ever, and we have access to the ideas and experiences of countless people whom we will probably never meet in person or with whom we will never develop personal relationships. Online reviews have become a crucial part of the buyer's journey, essentially becoming word of mouth on a larger scale.

In honor of the first annual National Review Day on June 8, Director of Marketing Liz Carter of Reputation and Senior Director of Product Management Rachel Bentley of G2 sat down to discuss the growing importance of online reviews during a recent webinar. If you haven't had a chance to catch it, this article will recap some of their expert insights and provide actionable tips for speeding up review collection.

Why Modern Buyers and Consumers Depend on Reviews

If you're reading this, chances are you've made an online purchase in the past year. It's hard to ignore how synonymous customer reviews have become with the online shopping experience.

Reviews are not limited to consumer products. From travel to healthcare, catering to software and countless others, shoppers and consumers now rely on reviews to help them in their decision-making process. For this reason, companies should view customer feedback as a valuable resource.

"Reviews can be the lifeblood of a marketing organization. You're trying to meet more customers every day. Reviews actually allow you to do that."

Liz CarterDirector of Marketing, Reputation

When you buy something online, you expect the product to work. This purchase decision is a first leap of faith, because no one wants to waste time or have unmet expectations.

The economic impact of customer reviews

Reviews don't just help buyers set their expectations. Let's look at four specific ways that demonstrate their value to buyers and businesses.

An essential educational tool

One of the best ways reviewers can help potential buyers is to provide as much information and context as possible. In-depth reviews can help educate buyers on concepts and considerations they may not have thought of before.

During the webinar, Rachel Bentley from G2 shared a personal experience where she was looking for a new fridge. She noticed that several reviews mentioned whether the refrigerators were noisy or quiet. Before reading these reviews, she was not looking for the sound level of a refrigerator.

Rachel's experience is a great demonstration of how reviews can inform shoppers about what they're buying. Well-informed customers know what they want, which can lead to more positive shopping experiences.

A wealth of useful information

Every business should care about the customer experience. Customer reviews are often honest, unbiased feedback that helps gauge overall sentiment, but is also valuable in revealing opportunities for improvement.

Minor changes, major benefits

Liz Carter shared the story of a client from the UK in the hospitality industry. This customer received reviews criticizing the tomatoes on one of their sandwiches.

Based on these negative reviews, the company removed the tomato from this sandwich. By making a change, the company reported the following results:

Increase in total number of reviews Improved overall feeling of positive evaluation Reduced costs across all sites due to lower inventory Discovery Opportunities

When shoppers can't trust the experiences of close friends, relatives, or co-workers, they often turn to online search engines to find products and services. Search engines like Google and Bing appreciate the value of reviews for their users, which is why you'll usually see results showing reviews from many sources.

Reviews can help businesses gain greater visibility with their target audiences, almost regardless of industry or sector.

Confidence in buying and decision making

One of the most important...