TripAdvisor, Yelp, consumer associations, and company websites all offer product and services reviews, although a third of Americans say search engines are their starting point for finding recommendations, according to a new survey by ReportLinker.
Where can you get the best pizza in New York? Consider this five-star review: “This place is the best thing that has ever happened to NYC. 1. the pizzas are amazing, super fresh ingredients. The down side is that they do not take reservation only walk in and yo {sic} can wait about an hour for food. You can always just order to pick up and walk over to the Brooklyn bridge pier and have a picnic with a good pizza :).”
This isn’t a personal recommendation from your closest friend, the one who always seems to have the inside scoop about the best new restaurant in town. It was posted by Sophia H. to TripAdvisor, the granddaddy of the online reviews, a growing trend that has slowly – but effectively – reshaped the way consumers make purchase decisions.
Marketing professionals often fear online reviews because a negative one can potentially harm their brand. Yet, the benefits could be greater than the risks. Online reviews can help brands sell more. That’s because reviews help consumers evaluate their choices and increase their confidence in their decision. Thus, businesses that embrace online reviews are likely to see sales rise, while those who ignore them may miss out on a significant number of potential customers.
TripAdvisor may have been one of the earliest to offer a platform for online reviews, but it’s no longer the only option for consumers. Yelp, consumer associations, and company websites all offer product and services reviews, although a third of Americans say search engines are their starting point for finding recommendations, according to a new survey by ReportLinker. A quarter of consumers say they first search online review websites, such as TripAdvisor, and 22% seek recommendations at company websites.
