According to this study, consumers are greatly influenced by the easily accessed reviews that are present on Google and other popular search engines for reviews. This is both good and bad news for companies who are trying to grow business.
According to the study, users predominantly view just the first page reviews and the search results of the term they searched. This means that it is very important for a company to make sure that the most positive reviews for their company are the most immediately visible ones. Otherwise, if your most positive reviews are buried in the third or fourth page of search results, customers are more likely to never see these reviews.
In addition to positive reviews, negative reviews have an equal or more potent impact on a company. Further, if you have four or more visible negative reviews, you will lose approximately 70% of your clients!
Smaller companies may be asking what are the most important sites to capitalize on positive reviews, and according to the study, most users gather information from Google search, as opposed to other popular reviewing websites such as Yelp! or TripAdvisor. The next most popular destination for trusted reviews is, if applicable, Amazon.
This should be enough to persuade small businesses that it is vital to maintain positive reviews on the most popular review platforms, Google+ and Amazon, especially because more than half of the participants said online reviews were vital to their purchasing decision.