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Small businesses should add reviews and user-generated content to their product and service pages ahead of the upcoming holiday season to compete with top retailers and drive more sales.
Across the landscape of in-store and online shopping, consumers are increasingly leveraging product and service reviews from other customers to inform their purchase decisions.
Small businesses need to keep pace with larger retailers who already offer ample customer reviews, user-generated content and customer recommendations to drive increased sales. Here’s why small business should add reviews and user-generated content to their product and service pages ahead of the upcoming holiday season.
On-site reviews drive sales
According to a recent study of over 70 major retailer and consumer brands, those brands with user reviews typically saw stronger sales compared to their competitors with no user reviews.
A BrightLocal study found that 74 percent of customers would take the next step in the purchasing process after seeing user reviews on a product or landing page, compared to product or landing pages with no user review content.
Moz’s 2017 Local Search Ranking Factors study noted that that positive online reviews had a significant impact on a brand’s search ranking: It was tied for fourth most impactful factor. Positive reviews make it more likely that your small business will appear in Google’s Local 3-Pack listing as well as in the top organic search results. …