User reviews are proven to be sales drivers and are something that the majority of your customers will normally read before deciding to purchase anything from your website. Your potential customers want the reassurance that your product, and ultimately your company, are worthwhile before making any purchases.
The majority of people now choose to check reviews before they make a purchase and featuring product reviews on your website has a number of benefits, the most obvious being that customers will look for product reviews before they decide on a final purchase. A product review is also great as it's relatable, for your potential customer to read a good review written by someone similar, this will make them feel like they are getting a honest review and will most likely encourage them to buy from you.
Reviews can even be useful for improving your search engine rankings, although your customers aren’t writing for SEO, it’s likely they’ll still include lots of valuable keywords when writing about your product or service. Plus the more is written about your business online the more important a search engine considers you to be.
In some regard, featuring customer reviews on your website works as almost a mini marketing campaign in itself. A string of good reviews on your website give your business a positive image long after they’ve been initially posted and create awareness of your brand both in the long term and the short term.
Even the odd bad review could be a good thing, although it’s best not to feature really bad reviews on your website, it’s not always a bad idea to feature one or two less positive reviews. If you were to only feature amazing reviews it might seem ‘too good to be true’ to some potential customers, whereas some negative ones makes your website look more credible and ‘real.’
It’s important to remember that reviews are incredibly powerful pieces of social proof and when used effectively can be one of the most efficient ways that you can boost your sales!