Why have customer reviews become essential? Here are 8 good reasons

Today, reading reviews before buying something has become automatic. Whether it's booking a hotel, ordering a meal, choosing a hairdresser or buying a telephone, feedback from other customers directly influences our decisions. And this reflex is not about to disappear. Reviews have become a central element in the buying journey and in the image that an online business conveys.

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Customer reviews and shopping experience

1. An (almost) mandatory step before making a purchase

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Don't you book a hotel without looking at its Google rating? You don't buy a product without checking the reviews on Amazon? You are not alone. According to IFOP, 87% of French people read online reviews before making a purchase. And in e-commerce, the mere presence of reviews can increase the conversion rate of 12 to 20%.

Consumers want to know what to expect. And nothing beats a real testimony, sometimes even with supporting photos, to reassure or tip the balance between two options.

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2. Reviews build brand credibility (and reputation)

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Reviews are not just a plus. They are A Pillar of Trust.

🔍 Having recent and authentic reviews shows that the business is alive, active, and that it interacts with its customers. A high score, coupled with concrete feedback, immediately gives a reassuring image.

At SoLike, We Noted That Establishments with a High Response Rate to Reviews See Their Average Rating Increase Over Time. Why? Because responding (even to criticism) shows that you're listening, and customers love that.

💡 Read on our blog: Why responding to reviews boosts your e-reputation (and your turnover)

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3. What customers are looking for in a review

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Not all opinions are equal. What people want to read are:

Of Concrete opinions, not “Great places!” waves.
Of Pictures (even Fuzzy Ones, it works!)
Of Personal Details (“We celebrated a birthday here, the waiter was called Pierre and he was great!”)
Of Recent reviews, no. 2018.
And above all: The Company's Response. It shows if the customer is really being listened to.

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4. How to effectively collect customer reviews?

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Here are some simple best practices for getting more (and better) reviews:

- Send an email after a purchase (with a direct link)
- Set up a short simple questionnaire
- Use an NFC card or QR Code at the exit (we offer them at SoLike 😉)
- Encourage reviews on Google, TripAdvisor, etc.
- Respond to every review received (It encourages others to express themselves too)

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And if you want to go further, tools like SoLike Automate all of this, while maintaining a human and personalized tone.

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5. Moderation is key

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Attention: more reviews = more responsibilities. It is necessary Avoid Fake Reviews, insults, off-topic messages... Hence the importance of good moderation.

There are Aggregators Reviews that bring together all your opinions so that you can have an overview of your positive and negative opinions.

💡 Read on our blog: How to get a Google review removed

It is also possible to Outsource The management of your opinions: a dedicated account manager is responsible for answering them for you. In case of sensitive comments, he will contact you directly to validate the appropriate response.

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6. Useful feedback = better informed customers

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Want more reviews? Help customers express themselves better! For example, by asking them questions such as:

Was the quality/price ratio good?
Were the staff welcoming?
Was the service fast?

More reviews Structured and detailed, the more they help future buyers. It's a virtuous circle.

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7. The Concrete Impact on Sales

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A good opinion = a convinced future customer.
A lot of impulse purchases start right after you see A Good Average Score and a Few Reassuring Comments.

And for the undecided? The diversity of opinions (positive, mixed, constructive criticism) helps to Get an honest idea.

The result: more trust, more clicks, more sales. It's mathematical.

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8. Highlighting customers = creating a real community

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Do you want to retain your customers? Show her that she matters.

- Highlight the best reviews on your site or your networks
- Offer a small gift or a discount to regular contributors
- Reshare a customer post on Insta
- Say thank you (simply)

This recognition creates a Strong Emotional Connection between the brand and its customers. And that, no ad can replace it.

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