With apologies to Tennessee Williams, the results of a survey by Cone Trend Tracker show eighty percent of consumers have changed their minds about a recommended purchase based solely on the negative reviews they found online. The news isn’t all gloomy. Eighty-seven percent of consumers said that favorable reviews confirmed their buying decision.
It is interesting to note where consumers turn to for information while researching a purchase.
64% search for consumer reviews.
50% search ratings websites.
43% search opinions from experts.
42% read blogs or articles online.
Only 12% solicited opinions from social networks. (What do your friends know anyway?)
Do you have customer reviews and/or ratings online for your product or service? If not you might consider putting a few of your customers’ recommendation letters on your website and encourage satisfied customers to share their experience with a brief online review.