How Your Online Reputation Can Affect Your Sales

How Your Online Reputation Can Affect Your Sales

Posted by Stephen Spiegel on Mar 23, 2022


Want to boost your business's sales? Well, improving your online reputation is the answer. Learn how customers’ perceptions of your company can make a difference in your sales and bottom line.

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If you’re looking for a way to smash your sales records this year, managing your online reputation is a no-brainer. 

Even if you spend thousands of dollars each month trying to convince customers to purchase your products or services, if the feelings and perceptions of your business online are not positive, you won’t make much headway. 

Below, we dig deep into how your online reputation can do a world of good for your sales. Be sure to check out our section on how to get your online reputation management right. 

Customers read reviews before making a purchase

What’s the first thing you do when you’re trying to purchase a product you’ve never used? I bet you scour through Google to find information and reviews about the product. Well, your customers do the same. 

The average customer reads multiple reviews before making a buying decision. In fact, the chances of customers purchasing a product increase by 270% once that product lands five reviews. 

So, if you want to ramp up sales, collect as many reviews as possible. Make sure that your company is active on relevant review sites, including:

  • Google
  • Amazon
  • Yelp 
  • Facebook
  • Better Business Bureau
  • Yellow Pages
  • Angie’s List

Always respond to comments, whether they’re negative or positive. Customers are more likely to leave reviews when they know that you’ll respond, and it helps improve your customer satisfaction score.

Aside from collecting customer reviews on these sites, you can use your website to highlight reviews. Be sure to display reviews on your website, from your homepage to product listings. Always add a customer’s name and picture when you post a review. 

Buyers trust online reviews

Generally, buyers take business advertisements with a pinch of salt. Of course, which business wouldn’t blab about itself and talk a good game? For customers, online reviews present a transparent and unbiased look at a business’s services and products. 

For example, if a customer is looking to buy a product online, they might not get the chance to physically review it before taking the plunge. However, by reading online reviews, they can see if the product truly works and if it’s worth buying. 

Reviews also give buyers a sneak peek into the shortcomings of a product or service and its potential pitfalls. For example, if a company does a terrible job at customer service, it’s likely to show up in someone's review. 

Even though reviewers are likely strangers to a buyer, their recommendations are often as effective as those coming from a family member or close friend. So, as a business, think of reviewers as your marketing partners. Whatever they say, even if it’s not true, can affect customers’ perspectives about your business and, eventually, their buying decision.

It increases your visibility on search engine results pages (SERPs)

You’ve probably heard the saying, “the best place to hide a body is the second page of a Google search.” Well, it’s also the worst place for your website pages to be if you’re looking to make more sales. 

Ranking on the first page of Google, especially the first few listings, can increase your leads and conversions significantly. Take a look at these interesting statistics on Google search positioning:

  • 90% of all traffic comes from the first page of Google
  • The 1st organic result captures 33% of all clicks
  • The first three organic results of a Google search drive 61% of all clicks

Quality online reviews can boost your search engine optimization (SEO) and get your business ranking for important keywords in your niche and “near me” searches. In general, Google’s algorithms take into account the following when considering online reviews for ranking:

Review volume: The more your company’s reviews, the better your chance of ranking high on SERPs. It’s also vital to have reviews spread across various top review sites. This establishes your authority and shows search engines that you’re a trustworthy business.

Review timing: Regardless of the number of reviews your business has, they need to be recent. A truckload of updates from years ago will only raise eyebrows: Perhaps customers have stopped patronizing your business, or you’ve closed it down? Strive to have updates on your business each week.

Review length: Short and incomplete reviews may not cut it if you want to win in SEO. Online reviews that are comprehensive, detailed, and well-written often signal that your business is doing well and deserves a good ranking on SERPs.

Review sentiment: Most review sites allow users to add a star rating to a business, typically between one-star and five stars. If you have consistent five-star ratings, search engines will take note and likely reward you with higher rankings. As much as possible, aim for at least a four-star rating on various review platforms.

How to get online reputation management right

If your business has piles of negative reviews, not many people will purchase your product or service, even if you’re the best in your industry. That’s why it’s crucial to keep tabs on your online reviews.

First of all, encourage customers to leave reviews each time they purchase a product or use a service. Show appreciation for every review. For negative reviews, comment and find ways to address the issues customers raise. You might need to reach out to the customer to apologize and offer tailor-made solutions.

Also, ensure that the feedback you get from customers is seamlessly conveyed to your employees so that real change can occur so you get positive reviews going forward. 

Crewhu is an excellent platform that combines customer service management and employee recognition, making it easier to turn customer feedback into fodder for better team performance. You can book a discovery call to see how Crewhu helps improve your feedback system and boosts your online sales in the long run. 

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