The importance of customer reviews


With regard to a new vemono feature – the review box – we would like to demonstrate, why it is considerable to allow feedback from your customers.

Customer feedback is an essential part for your marketing strategy. Consumer reviews contribute to the success or failure of your business. They are a self-working content that can be more effective than some well-planed marketing campaign.
Let’s see why.

Characteristic and functions of reviews

Social Proof

People are more likely to buy your product if other people had good experience with it and of course talk about it. It significantly influences their buying decision. That impact of other people’s opinions on someone else’s decision-making process is called social proof. And social proof produces trust. A survey of BrightLocal reveals the value of other people’s recommendations when it comes to purchasing. In 2014 about 88% of all questioned consumers don’t dinstinguish between online or personal recommendations, to trust a business.



Customer feedback is a precious indicator which shows the value of your company’s service. To buy online is sometimes an unknown risk, since an online shop brings a certain degree of anonymity with it. Needless to say that it is impossible to interact with the product in advance. Maybe it looks different than imaged on the website or works different than depicted. Online shoppers actually have to trust your company blindly. Good reviews help to generate trustworthiness and also diminish uncertainty regarding the arranged service delivery. 72% of all respondents trust a local business more if it has positive reviews.


Uncover obstacles

A bad review is not always a bad thing. It rather helps to uncover deficiencies that prevent prospective clients from buying. Frankly it makes your brand more human and convinces customers that your reviews aren’t faked or bought. Don’t burry your head in the sand if your clients are complaining. Embrace every single bad review and see it as your chance to improve your company’s performance. You can learn from them, resolve problems and eliminate obstacles. It is good to know what you’ve done wrong in order to get better.

Positive reviews affect your Google ranking

Public customer opinions make your website relevant on Google, thus you are ranking higher. Google is looking for fresh content and active websites. Additionally people tend to search for the product name in combination with the word “review”. That means, it also benefits your Google ranking.

Win the competition

People like to compare products from different companies. The product with the most recommendations wins. The product Even GE Capital Retail Bank’s second annual Major Purchase Shopper Study is from 2013 the data are still relevant. Insights of that survey showed that about 66% do researches online before purchasing.

General Electric

As you can see it is significant to be good reviewed from your clients. However positive feedback is hard to get. Negative experiences remain much longer in people’s memories.

Helpscout provides following information regarding bad customer service and its reach.

  1. It takes 12 positive experiences to make up for one unresolved negative experience.
    Source: „Understanding Customers“ by Ruby Newell-Legner


  1. News of bad customer service reaches more than twice as many ears as praise for a good service experience.
    Source: White House Office of Consumer Affairs


Don’t hesitate to add the feedback box into your vemono shop layout. Here is a tutorial.


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