1. Point within the purchase funnel: Review readers are closer to the bottom of the purchase funnel, or are at a stage within the buying cycle that is closer to conversion than others.
2. Credibility: Another reason they’re more likely to convert is because the reviews build brand credibility and trust.
3. Competitive Separation: Competitive separation is also a huge factor, consumers have access to thousands of options from their home office. Reviews on sites like Yelp, Google, Trip Advisor, Yahoo, etc create competitive separation, helping consumers find reputable options faster.
Local businesses who embrace reviews and implement review collection strategies are leading the charge rather than lagging behind their competition.