How review sites affect trust

Do you recognise it? These are the very reviews that shape our impression before we even look at a menu or choose a product. In today's world, review sites have become a key factor in determining customer trust. The more positive comments users see, the more likely they are to choose your company.

According to research, more than 85% users read reviews before buying. They trust them as much as the advice of a friend or acquaintance. So you can't underestimate their power! But how does it work? Why do reviews have such a strong influence on our perception?

Benefits of testimonials for businesses

Testimonials are a goldmine for your business. Here are a few reasons why:

• Building trust. When a customer sees other people's real stories, they begin to see your company as a trustworthy partner. Testimonials are a sign that you are a "live" business that operates and provides services at a high level.
• The power of SEO. Reviews affect the ranking of your website in search engines. They add unique keyword rich content and show Google that your business is popular and worthy of attention.
• A powerful tool of persuasion. According to statistics, positive reviews increase the likelihood of a purchase on 70%. This is the kind of social proof that tells customers: "People are buying here and you should try it!"
• Feedback. Comments are your quality indicator. Read them carefully to understand what your customers like and what can be improved.
• Increased loyalty. Customers who leave reviews feel engaged. This strengthens their connection with your brand.
• Competitive advantage. If two companies have similar products, but one has dozens of rave reviews on its website and the other is empty, the choice is clear. Reviews give your business an edge over your competitors.

Well, now on to the next logical question... Where and how to post reviews?

Where and how to post reviews

Reviews can be posted almost anywhere: on your website, on social media, on maps and special platforms. But it is important to organise them correctly:

• A "Customer Testimonials" page on your website. It should be user-friendly, with real photos of users (if possible). Hint: add a "Leave a review" button.
• Social Media. Use your profiles to showcase your best comments. Perfect content for storis or posts!
• Google and maps. Reviews on Google are one of the first things a customer sees. Make sure your customers know how to leave a review there.
• Website integration. Use testimonial widgets on the homepage or on popular product pages. This will attract attention and immediately give users an idea of your level of service.

Important: never create fake reviews. It can damage your reputation more than a bad review can

Automating the collection of feedback

Manually collecting reviews is not an easy task, especially if your business is growing like crazy. But technology is saving us here too. Here are a few tools to help automate the process:

• CRM systems. Many of them, such as HubSpot or Bitrix24, allow you to integrate feedback forms and send feedback requests.
• Specialised services. There are tools that facilitate the collection, moderation and publication of reviews. For example, Yotpo, Trustpilot or Feefo.
• Email Newsletters. Set up automatic emails to customers after a purchase asking for feedback. The simpler the process, the higher the likelihood of a response.
• Chatbots. You can set up a chatbot on your website or messengers that asks the customer about their experience and offers to write a couple of lines.
• Loyalty programmes. Offer customers discounts or bonuses for leaving feedback. This encourages engagement and helps you gather more feedback.

Fun fact: customers leave the most positive feedback if you ask them to do so immediately after a successful interaction. The main thing is to catch the wave of good emotions in time! For example: "Did you like our service? Make our day better - write a few kind words."

How to deal with negative feedback

There is no such thing as a perfect company, and sometimes you may face criticism. But negative feedback is not the end of the world, it's an opportunity to show how much you care about your customers:

• Don't ignore.Respond to comments promptly and respectfully.
• Admit mistakes. If the customer is right, honestly admit your mistake and offer a solution.
• Be polite. Even if the feedback is unfair, stay on top of it. Your response is seen by other users.
• Look for solutions. Offer a refund or bonus to correct the impression.

Testimonials are. the foundation of modern customer trust. They enhance the reputation of your business, help you promote yourself in search engines and drive sales. Remember: customers want to see that you are genuine. So give them a platform to express their opinions, read every review carefully and respond in time - success will be assured!