{"id":21877,"date":"2022-12-08T08:36:12","date_gmt":"2022-12-08T08:36:12","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-customer-reviews-impact-your-conversion-rates\/"},"modified":"2022-12-08T08:36:12","modified_gmt":"2022-12-08T08:36:12","slug":"how-customer-reviews-impact-your-conversion-rates","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/how-customer-reviews-impact-your-conversion-rates\/","title":{"rendered":"How Customer Reviews Impact Your Conversion Rates"},"content":{"rendered":"

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Consider this: how many times have customer reviews played a part in\u00a0your<\/em>\u00a0purchase decisions?<\/p>\n

We bet there\u2019s been a time when you were about to book a seemingly incredible hotel, only to backtrack that choice after reading the not-so-incredible TripAdvisor reviews.<\/p>\n

Or maybe you\u2019ve questioned the legitimacy of a website with prices a little too good to be true, but the reviews of satisfied customers eventually put your mind at ease.<\/p>\n

These examples demonstrate just how much customer reviews can influence the purchase decisions of potential consumers.<\/p>\n

However, the persuasive power of customer reviews isn\u2019t unique to B2C. Product reviews can be equally impactful in the B2B decision-making process as well.<\/p>\n

In this post, we\u2019ll cover how to leverage customer reviews to your advantage, making it a key focus of your demand generation strategy.<\/p>\n

How Customer Reviews Convert Buyers into Customers<\/h2>\n

Rather than taking guidance from a sales rep, today\u2019s B2B customers prefer to\u00a0carve out their own buyer\u2019s journey<\/a>\u2014engaging with content most relevant to their professional interests, utilizing channels and platforms that fall in line with their communication preferences, and conducting research into products and vendors that best suit their business needs. This process normally takes around three months, as buyers, on average, consume\u00a013 content pieces<\/a>\u00a0before making their final decision.<\/p>\n

That said, without a sales rep to sing the praises of their products, it can still be a difficult task for buyers trying to find the right pick.<\/p>\n

But B2B companies have an ace up their sleeve, another means of influencing potential buyers without exhausting resources or breaking the bank. It\u2019s their existing customers. Or more specifically, their existing customer reviews.<\/p>\n

Used strategically throughout the buyer\u2019s journey, customer reviews can provide real insight into a company\u2019s business tactics, its brand legitimacy, its products\u2019 functionality, and the experiences of like-minded buyers. But unlike top-of-funnel content designed to attract and educate buyers in the initial stages of the sales cycle, customer reviews are most conducive to persuading leads in the consideration and decision stages of their journey.<\/p>\n

These authentic recollections can provide the final reassurance buyers need to pull the trigger on their purchase decision.<\/p>\n

Reviews can take many forms, including:<\/p>\n