The Importance of Reviews in Online Promotion

In the world of sales and marketing, one of the greatest debates of late revolves around the importance of reviews. Several studies over the years have suggested that the presence of customer reviews can be extremely influential in the success of an online business. More specifically, some experts contend that the number of positive reviews for a product or a service can be more important than the number of negative reviews. This is because the presence of customers who are displeased with a particular transaction can prompt other consumers to share their own negative experiences.

It has been widely observed that most consumers tend to rely on reviews when they are shopping for products or services. For instance, the numerous customer service websites that exist on the Internet can provide a wealth of information for online shoppers. Most such consumer service sites focus on providing information about products and services, as well as the experiences of other consumers, both good and bad.

A related area of importance in the field of e-commerce and online marketing is the concept of customer satisfaction. It is no secret that the primary purpose of search engine optimization (SEO) is to ensure that the various pages of a Web site are listed in the search results of various popular search engines. The ranking of a Web site can dramatically affect the amount of traffic that it receives. This is because many online shoppers often use search engines to discover which companies offer the products or services that they are looking for. These auctions, via sites such as selhoo are also available online.

In addition to ensuring that the Web site appears prominently in search results, SEO is also designed to increase the rankings of pages that receive a higher number of visitor traffic. If the goal of an SEO campaign is to increase brand awareness among a target audience, then the prominence of a Web site’s home page can be critical in determining whether or not the site will rank among the top results. For example, did you ever notice that it only takes four people to review a health benefit comparison? Those folks obviously have little interest in the health benefits associated with each of the products featured on the product comparison page. Those folks would not likely click on the link to the health benefit comparison page if they were aware that the information provided there was not reliable.

Unfortunately, it is often difficult for a company to develop a meaningful set of review data. That’s because few companies take the time to collect consumer opinions before launching a commercial. Furthermore, many companies make it impossible to obtain consumer opinions by requiring potential customers to sign a non-disclosure agreement (NDA). Such agreements also make it nearly impossible for companies to determine how much, if any, consumers really know about a particular product before launching a campaign based upon the contents of the NDA. Without access to review data, companies cannot conduct meaningful research to establish which types of advertisements yield the most sales and which ones are likely to turn off potential consumers. Thus, without proper review data, a brand’s ultimate success depends largely on the amount of advertising that particular commercial campaigns yields.

Fortunately, it is often possible for companies to learn a great deal about a particular product through the use of third-party testers. In order to receive this important feedback, a business needs only perform searches on the Internet that relate to the products or services that they offer. By conducting a search that brings up only positive reviews, a company can quickly establish the importance of reviews in their overall strategy. That strategy can then be put to work by increasing the prominence of reviews in search results, as well as directing customers towards the review data that they do possess.

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