Online reviews do really make or break online purchase decisions, summarizes Trustpilot on their June 2019 research that found;
“Consumers would lose trust in a brand not only if they saw negative reviews – but even worse if the brand went one step further and deleted them”.
For a majority (95.0%) deleting a negative review played the biggest role in their distrust of a company, as did not have any reviews at all (81.0%).
When asked what factors would lead to an increase in brand trust, 3 of the 10 top factors centered around reviews. Nearly all respondents said positive customer reviews increased their trust in a brand, while 80.1% said they trusted companies that have a lot of customers reviews.
Interestingly, if a company responded to negative customer comments, that would drive up a trust for 79.9% of those surveyed.
Reviews are also a key way shoppers get to know a brand, according to Trustpilot. When asked how they familiarize themselves with an online company they haven’t heard of, most of those digital shoppers polled said they read customer reviews as a top priority. Reading reviews took precedence over comparing prices and searching for coupons as a top-priority.