Research

Report Shows that 3 of 4 UK Shoppers Consult Reviews Before Buying Online

March 03, 2014

45 percent of customers say they’re more likely to visit businesses that respond to their reviews

Online Reviews Survey

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Are you making an effort to track business reviews and manage what your customers are saying online?

If not, it’s high time that you did.

In an Econsultancy report that confirms how online reviews are shaping consumer behavior – in the U.S. and beyond – new findings reveal that 77 percent of shoppers in the UK consult reviews before buying online. The study, which is based on a survey featuring the responses of 2,000 UK respondents, also found that 60 percent of Brits have written and posted a review in the past year, on review sites, social media platforms, and rating aggregators like Yelp, TripAdvisor, Google, Facebook, and Foursquare.

(Check out: “Top 9 Reasons to Claim Your Business Listings and Review Site Pages”)

Despite consumers’ increased reliance on reviews, business owners whose reputations are at stake still seem to be a step behind. In fact, a recent report by Street Fight indicated that only 13 percent of small business owners are actively managing online reviews, and 61 percent even think that review sites like Yelp and TripAdvisor are problematic. They are convinced that these sites only favor businesses that pay for advertisements.

If you ask us, we here at ReviewTrackers recommend that you embrace the online review revolution – instead of fearing or being cynical about it. Here are a few tips to get you started:

Monitor regularly. Are your customers talking online? Keep an eye on sites where these conversations about your brand are taking place. That way, you’re in a position to respond and engage whenever negative reviews, low ratings, and customer complaints are posted.

Respond promptly and professionally. Show that your business cares about customer feedback and satisfaction. By responding to reviews, you can affirm customers’ positive experiences while also minimizing the potentially harmful effects of a bad review.

Encourage new reviews. The best way to remove bad reviews is to find a way to create new ones that will push the bad ones out of view. To save time, you can request customer feedback using ReviewTrackers’ review request tool. Also, be sure to check out these tips on how to generate new reviews.

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