In the relentless pursuit of how to increase sales online, guest reviews are increasingly the decisive purchasing factor for our potential clients.
If we take the example of Amazon, one of the largest e-commerce sites, there are three main points that determine if a client completes their purchase on their website or not:
- The description of the product.
- User reviews: Ratings and independent recommendations.
- Price.
But why are guest reviews so important in the buying process? The main benefits of having independent opinions about your product are as follows:
Trust: Having a greater number of guest reviews about your property creates a feeling of trust for the client. The online world creates distrust, because you are not physically in contact with the product, and therefore a product with many reviews is the one that generates confidence as many other clients have bought/tried that product. Β Not all reviews have to be 5 star, and it’s important that you address less favourable reviews to show that you care.
Influence: Positive feedback about the product (in this case holiday homes), will positively influence potential customers in their buying decision.
SEO Positioning: As you will recall from previous articles in our blog, search engine rankings are an essential factor to driving guests to view your property and increase sales. When your listing page has guest reviews, Google and other search engines increase the exposure as they count guest reviews towards the trustworthiness of the page. They prefer product pages where guests have actually reviewed the product.