WHY COMPANIES NEED TO TAKE AN ACTIVE ROLE
In addition to the pure number, the timeliness of evaluations also plays a decisive role. The goal must be to continuously build up ratings.
The enormous relevance of online ratings for customer acquisition and sales cannot be denied, as we have seen. However, it is not enough to register the company on well-known online directories or review sites and then wait for reviews to arrive. Both the Google search algorithm and consumers need not only positive reviews on various platforms, but also many current reviews.
The fact is, however, that only few customers leave a review after using a product or service: It is 21% more likely that a consumer will leave a review after a negative experience than after a positive experience. This can, as already mentioned, lead to a distorted opinion about a company or a service or product.
In addition, the generation of ratings on Google is simply more difficult in some industries than in others. For example, a customer is 2.4 times more likely to leave a corresponding rating after a positive experience in a restaurant than after a positive experience in a bank or financial company. How do companies get the necessary ratings now?
As simple as it sounds, asking is the easiest method. 86% of consumers would leave a review to a local company. The willingness to do so is higher among 18-34 year olds than in the 55+ target group.
69% of consumers who are asked for an evaluation also give an evaluation. The active collection of ratings therefore not only leads to more reviews, but also to a better overall rating:
ARE RESTAURANTS & HOTELS AN EXCEPTION?
Although reviews are easiest to collect in the restaurant and hotel industry, half of the consumers in a study by Gatherup stated that they would not leave a review on a review page after a restaurant visit. How often do you leave an online review after a restaurant visit?
When asked to rate a restaurant’s customers, nearly 70% say they would leave a rating through a medium of their choice. Google is the platform most likely to be used for this.