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The effectiveness of ratings and reviews when marketing to consumers

Research Studies on the Effectiveness of Testimonials, Ratings and Reviews

  1. According to the 2016 Ruffalo Noel Levitz E-Expectations Trend Report, testimonials and quotes are the second most sought after content with 60% of spring seniors seeking this content.
  2. 90% of respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions (Dimensional Research)
  3. 88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. (BrightLocal)
  4. Customer testimonials and case studies are considered the most effective content marketing tactics, identified by 89% and 88%, respectively, of B2B marketers. (2013 B2B Content Marketing Trends Report
  5. Customer testimonials rate the highest for effectiveness for content marketing at 89%. (Social Fresh)
  6. 78% of CMOs think content marketing is the future (WebDam)
  7. Brands that focus on emotions gain 3x as much word-of-mouth (Journal of Marketing Research)
  8. 85% of consumers said they read up to 10 reviews before feeling they can trust a business. (Search Engine Land)
  9. 39% of consumers said they read reviews on a regular basis to determine whether a local business is a good business. (Search Engine Land)
  10. 50 or more reviews per product can significantly increase conversion rates. (Reevoo Stats)

Click here to learn how colleges and universities are leveraging alumni and student reviews to improve their reputation online.

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