How Many Reviews Does Your Business Actually Need?

Isabella Andersen
Isabella Andersen / February 17, 2016

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Reviews. You know  your business needs them. Maybe you already know 92 percent of consumers read online reviews. Maybe you even know that 51 percent of consumers choose local businesses based on positive reviews. 

Or maybe you just love gold stars. (Who doesn’t?) We've already touched on how much reviews are worth for your business, but do you know how many reviews your business actually needs? Well, the answer depends on your online marketing goals.

If your goal is generating trust with consumers.

Eighty-eight percent of consumers trust reviews from strangers as much as they trust people they know. I'm not sure whether they all have shady friends or they just believe everything they read online. Either way, those reviews are important. 

So, how many online reviews do they need to read before they’ll trust your business? A recent study found that 35 percent of consumers trust a business after reading 2-3 reviews, while 33 percent will trust a business after reading 4-6 reviews. 

This means that most people will trust your business after reading six or fewer reviews, but they’ll form an opinion after reading just one. That one review isn’t going to generate trust, but it will give consumers the chance to judge your business. 

In fact, pretty much no one (5 percent) will trust a business after reading just one review. They want to see (but not necessarily read) more than that. And if a local business has 10 reviews, most consumers won’t look any further. So, with that being said, your first benchmark should be generating 10 reviews on your local listing pages.

Not sure how to get more reviews and generate trust with consumers? We've got your back. We created a free, downloadable review marketing guide to help you generate more reviews for your business.


If your goal is simply to "show up."

Google Reviews:

If you want Google to display your reviews in searches and Maps, you’ll need at least five, but it’s also helpful if you have more reviews than your competitors (and depending on your industry, your competitors may have quite a few reviews).

And if you have an online store and you want your Google seller rating to show up in AdWords campaigns, you need at least 30, over the last 12 months (and at least a 3.5 star rating).


Yelp Reviews:

There’s no magic number of Yelp reviews to improve your ranking, but more is better (especially since Yelp’s filter will only allow a fraction of those reviews to show up on your Yelp page). And even if you do have a lot of Yelp reviews, there are other things you’ll need to do to improve your ranking: 

Make sure your business’s Yelp profile is complete. Also check that your address and hours are correct, and add pics. According to Yelp, if your business has 10 photos and 1-5 reviews, it’ll get 200 percent more views than a business with the same amount of reviews and no photos. Users will also spend more time on your Yelp page if you have pics. And make sure you don’t add anything that violates Yelp’s guidelines.

If you want to drive eCommerce or boost SEO.

Just a few reviews can drive traffic to your website. After you have eight or more, the site will start to see growth in organic search traffic. And every single review matters. One review can increase conversion by 10 percent, and once you get more than 100 reviews, the conversion rate can be boosted by up to 37 percent.

This number rises as you get more reviews. Consumer reviews also make up about 10 percent of how search engines decide to rank the site in local search results. 

And remember, a lack of reviews is just one of the reasons your business isn’t being found online.

100 reviews.png Source: Social Times - Social Media Reviews Drive E-commerce Conversion

Other factors to consider.

Reviews should be recent (no older than six months) or most consumers will consider them irrelevant, so you should be managing your reputation by asking customers to share their experiences. Seriously, make sure your review marketing strategy is consistently generating new reviews, because reviews have a limited shelf life.

Star rating is important too. In fact, star rating is the number one factor used by consumers to judge a business. Only 14 percent of consumers would consider using a business that only has a 1-2 star rating. This means your business needs to generate three star reviews or better (57 percent of consumers say they will use a business with at least three stars).

If you haven’t already, it’s critical for you to implement a review generating and marketing strategy for your business. To learn more, see how our review marketing platform, Renown, can help your business generate reviews while protecting your online reputation.

Meet Renown: Review Marketing & Reputation Management


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