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As humans beings, we're defined by our choices and decisions. These days, when information is at our fingertips, online reviews have revolutionised our decision-making process. Let's take a look at Google Reviews in particular, and the insights they offer into consumer behaviour.
Reviews provide social proof
Humans are inherently social creatures. We look to others for guidance when making decisions, especially in situations where we're uncertain or unfamiliar.
Our notion is that if a bunch of people are doing something or endorsing a certain choice, it must be the right thing to do. Interestingly, this whole phenomenon traces back to the days of early man, where aligning with the choices of the group could often be the difference between life and death.
Picture this: you're in a new city, looking for a place to grab a bite to eat. You walk down a bustling street and spot two restaurants side by side. One has a line of eager customers spilling out onto the sidewalk, while the other is nearly empty. Which one would you choose? Chances are, you'd opt for the bustling restaurant, full of happy patrons. Why? Well, this is social proof in action.
In the digital age, social proof has taken on a new form, and Google Reviews are the most prime example of this. When consumers are browsing through reviews for a product, service, or business, they're looking for social proof to inform a decision they feel confident in making.
Reviews generate an emotional response
Positive or negative emotions can heavily impact our decision-making. When customers leave Google Reviews, there's often an emotional angle to their experience.
A glowing review describing exceptional service or a heartwarming experience at a hotel can trigger a positive emotional response in readers - increasing the hotel's chance of being booked.
On the other hand, a negative review highlighting a disappointing encounter at a restaurant might evoke negative feelings which leaves a reader looking somewhere else to place a reservation.
Simply put, people are more likely to choose your product or service if your business triggers positive emotions.
Check out this article that talks about how asking for feedback quickly will help encourage detailed, descriptive and thorough reviews that will generate great emotional responses in its readers (and your future customers).
How Google Reviews affect local SEO and impact consumer behaviour
Google reviews don't just influence consumer behaviour; they also impact a business's online visibility. Google's search algorithms take reviews into account when ranking local businesses. A well-optimised Google Business Profile with numerous positive reviews can help a Google Business Profile appear higher in local search results.
So, how does this impact consumer behaviour?
Our brains like to save energy, so we don't always look deeply and end up skimming the surface of things. Our brains take shortcuts and focus on what's easy, like the number of people that have reviewed a business and their overall star rating. Social proof on steroids!
Similarly, we inherently trust that Google will show us the best results, so we tend to give attention to the first handful of search results only, if that! If your business is on page 2 of Google Search Results when you search "[Your Industry] near me", you need to take action.
Reviews create a connection and help businesses continually improve
Reviews provide a direct channel for businesses to receive feedback from customers. This feedback loop plays a pivotal role in fostering growth and continuous improvement. It's akin to having a constant stream of suggestions, opinions, and insights from those who matter most – your clientele.
By carefully analysing the feedback received through Google Reviews, businesses can uncover valuable patterns and trends that might otherwise go unnoticed.
Customers may consistently praise the exceptional friendliness of your staff, or they frequently mention the promptness of your response to inquiries. These recurring themes offer a deeper understanding of what sets your business apart and how you excel. With this knowledge, you can strategically highlight these strengths in your marketing efforts to further resonate with potential customers.
Building trust and credibility
Consumers are becoming increasingly weary of scams and unreliable services, so establishing trust is paramount. Positive Google Reviews act as testimonials, showcasing the real experiences of satisfied customers. A high number of positive reviews can reassure potential clients of a business's reliability and expertise before they decide who to spend their money with.
An example of this in action would be a homeowner who is presented with three quotes from three different local electricians. If the prices and works are similar, it's likely they will check online reviews to determine who is the most trustworthy and has the best record of satisfying its customers. If one electrician has 3 reviews and another has 749, the homeowner is more likely to trust the electrician that has serviced more customers as they appear more trustworthy than the competition that only has 3 raving fans... one of whom appears to have the same surname as the electrician themselves!
Summary
- Google Reviews tap into our need for social proof, guiding us through situations where decision-making is necessary and uncertainty is high.
- Reviews trigger emotional responses: positive ones from glowing accounts of exceptional experiences and negative ones from disappointing encounters.
- Google Reviews influence local search rankings, shaping consumer behaviour and decision-making through easily digestible signals like star ratings and review quantities.
- Reviews help customers connect with businesses. They create a feedback loop for businesses, providing constant suggestions and insights from customers to foster growth and improvement.
- Positive Google Reviews build trust and credibility in an increasingly skeptical consumer landscape.
- High numbers of positive reviews give potential customers confidence, helping them choose businesses that have a proven track record of satisfying their clientele.
Conclusion
The worldwide surge in growth and dependence on Google Reviews can't be understated. They're one of the most effective blends of social influence, emotional cues and online visibility.
Businesses that understand and harness the power of social proof gain a competitive edge, almost instantly. By actively encouraging customers to leave reviews and testimonials, businesses can tap into the psychological triggers that influence consumer behaviour, creating a snowball effect on their reputation and ultimately, revenue.
But, it's not just about showcasing a perfect image; it's about showcasing authenticity, real experiences, and the willingness to continuously improve. Like anything it's a case of "show up, do the work".
Need a hand? Talk to a betterbunch review expert today about how we can help you start getting more reviews from your customers without even lifting a finger.
