With the increasing number of companies selling their products online, standing out in the crowd has become a significant challenge. Moreover, with the entry of new companies into the online marketplace, the competition is only getting stiffer. For some customers, the only factor that matters is the price, but for others, product ratings and reviews can influence their purchasing decision. Google Product Ratings, also known as those yellow stars that appear beneath your product listings after it is reviewed by customers, provide valuable insight into the quality and performance of a product based on other users’ experiences. Google Product Ratings not only increase trust and credibility among potential customers but also enhance search engine optimization and improve the visibility of the store and its products. The stars range from 1 to 5 and are an aggregate of all the reviews a product receives, forming an overall Product Rating average between 1 and 5.
Using Google Product Ratings has three benefits that can have a significant impact on an online business. First, product ratings help increase on-site conversions. According to the BrightLocal’s 2022 Local Consumer Review Survey, nearly half of all shoppers trust consumer reviews as much as personal recommendations from friends and family. In other words, product ratings and reviews can significantly impact a customer’s purchasing decision, and can lead to more sales. Furthermore, Northwestern University’s Medill Spiegel Research Center found that product reviews have a greater impact on expensive items, showing an increase in conversion rates of 380%, compared to cheaper products that had a conversation rate of 190%.
Second, Google Product Ratings help products stand out. With the plethora of choices available online, consumers go to great lengths to ensure that they can trust the vendor they choose. The number of reviews a product receives can make a difference. Research from Psychological Science found that when customers see two products with similar ratings, they generally lean toward the product that has a higher number of reviews. In short, having those little yellow stars displayed beneath the product can go a long way in boosting sales numbers and attracting new customers.
Third, product reviews inform customers. Customers value feedback from other users and rely heavily on reviews before making a purchase. A study by Bizrate Insights found that 54.7% of online shoppers read at least four product reviews before buying a product. Responding to reviews, both positive and negative, is essential because it helps build customer trust and provides them with further assistance in their buying decision. Additionally, reviews and the corresponding responses improve search engine optimization, thereby increasing the visibility of a store and its products.
In conclusion, incorporating Google Product Ratings into an online store can significantly impact an online business’s bottom line in three ways: increasing on-site conversions, making products stand out, and providing valuable information to customers. Business owners must prioritize product reviews as they can yield significant returns. To get started, businesses can contact past customers who have previously purchased from them, asking for reviews that will yield early positive results. In the case of negative reviews, businesses can use the opportunity to resolve any issues to turn an unhappy customer into a satisfied one.