When people need to book a restaurant, they tend to look at online reviews to understand the quality of the food and service delivery. They can check the restaurant’s Facebook Page to see if there are any specials or photos of the food. They click on their Yelp app to read testimonials from past customers.
Before booking a hotel, buying a car, ordering a new television or computer, customers are well-versed in researching a product well before they buy it. Put simply, online reviews directly drive sales.
Reviews and testimonials convince people to buy services and products by removing uncertainty about the performance of a product. Reviews are first-hand pieces of evidence that your business will outperform their other options.
Aside from directly driving sales, reviews serve two more very important functions. They increase brand awareness and your company reputation. User reviews also increase search engine rankings through user-generated content, backlinks, and reputation strengthening.