Customer reviews have a significant impact on your business. Because of that, it may seem like you need top scores at all times. However, that isn’t quite true. Here is what you need to know about customer reviews so you can help your business.

A 5-Star Business Seems Too Good to Be True

It’s important to have a strong rating for your business. A high rating of only 5-stars might seem like the end goal, but not so fast. Too many 5-star reviews and customers might assume the reviews are fake. Even worse, customers might assume you manipulate your reviews and hide any bad ones. To many, a business with a 4.7-star rating is more trustworthy than a 5.0 rating. In fact, according to a study done by Spiegel, the likelihood of purchase peaks at a star rating of 4.0 to 4.7, then decreases as the rating gets closer to 5.0.

Why? Authenticity. We all know nothing is truly perfect. So, when a customer only sees 5-star reviews, they’re going to think something is up. A perfect rating may seem the most desirable, but some lower reviews can actually work in your favor. A mix of good and bad ratings demonstrates a brand’s transparency, and customers value that.

Person in a yellow sweater sitting at a desk with a laptop righting a customer review.

72% of customers won’t take any buying actions until they’ve read multiple reviews.

Reviews are More Important than Ratings

It’s also important to know that the number of customer reviews matters a lot more than your overall rating. According to Testimonial Engine, 72% of customers won’t take any buying actions until they’ve read multiple reviews. If you’ve got a 5-star rated business but only 20 reviews, you’ll probably lose business to the competitor with a 4.6-star rating with 200 reviews. That’s because the more reviews there are, the more a customer can read, learn, and decide if they want to be a customer of your business. However, it’s important to note that this applies to businesses in the optimal rating range, not businesses with around a 3.5 rating and below.

Negative Reviews aren’t Always Negative

Sounds confusing, but let us explain. Negative reviews can hurt. No one wants their business to be rated 1 or 2 stars. But 82% of consumers specifically seek out negative customer reviews. Not only to read up on the reviews but to also see how you handle them. If a user reads the 1-star review and then sees your response showing not only you’re active, but showing you reached out to help, then that shows customers you care to make things right. That can mean a great deal for potential customers because they want to know if something goes wrong, you’ll be there to help amend things. The consumer is expecting the brands they choose to not only offer great products, but to listen, respond, and stay authentic.

Want More Customer Reviews for Your Business?

To get more reviews, you need to stay visible and on the minds of your customers. A consistent, well-defined online presence is a great way for customers to remember your brand. Need help with that? We are ready to assist you! We can provide digital marketing, social ad management, as well as website design. We have been assisting small businesses with growth since 2008 and would love to help you out! We’re located in Cave Creek, Arizona, and Montrose, Colorado, but serve nationwide.