How Customer Reviews Drive Purchase Decisions

Trustmary teamTrustmary team
Last edited: June 17th, 2024
happy couple shopping, customer reviews floating around

When it comes to the ocean that is internet shopping, online reviews are like the lighthouse that guides buyers. Reading and evaluating reviews posted by peers who have purchased a product they’re interested in is crucial in driving decisions.

Both brand reputation and sales are affected significantly by customer reviews. 

Companies of all sizes, from mom-and-pop shops to international giants like Amazon or Alibaba, depend heavily on reviews.

And it’s not just online shops with product reviews that count. Even traditional service businesses need to build trust with previous customers’ positive experiences and word-of-mouth.

Exploring psychological and quantitative factors influencing customer reviews can help you decipher the differential impact that reviews provide across industries and demographics.

That’s what we are doing today.

Psychological Impact of Reviews on Consumers

The psychological impact of reviews on consumers is a nuanced phenomenon. It not only shapes their purchasing decisions but also their trust and perceptions. 

For example, a customer of the ISTJ personality type values reliability, and seeks detailed information before making a purchase decision.

This influence extends to molding expectations and satisfaction, underlining the significance of reviews in the online shopping experience. 

Trust and credibility in peer opinions 

One of the primary reasons customer reviews hold such sway over purchasing decisions is the inherent trust consumers place in the opinion of their peers.

That’s why it’s important to do customer voice surveys – to ask and show what existing customers think of you.

Unlike traditional marketing messages, which can be perceived as biased or promotional, customer reviews are seen as authentic and unfiltered experiences shared by individuals with no vested interest in the sale.

This perceived objectivity lends credibility to the reviews, making them a valuable source of information for potential buyers.

This is exactly what happens when customers find a new e-commerce store.

They immediately look up customer reviews from previous customers.

people look for company reviews before ordering online

Only if they find company reviews for that e-commerce store, they feel secure enough to buy.

The influence of social proof on purchasing behavior 

Social proof is a powerful psychological phenomenon that drives human behavior.

When individuals are uncertain about a decision, they tend to follow the actions and opinions of others, with the inherent assumption that collective wisdom is a reliable indicator of the right choice.

Customer reviews serve as social proof and provide potential buyers with validation and reassurance about purchasing decisions. Additionally, leveraging the important value of feedback and getting insights from these reviews can help businesses enhance their offerings to meet customer needs better.


Quantitative Evidence

Quantitative evidence provides a solid foundation for understanding the impact of customer reviews. 

By analyzing data from ratings, feedback patterns, and consumer behaviors, we can unveil the tangible effects of reviews on business performance, customer satisfaction, and market trends.

Statistics on consumer behavior related to reviews: 

Numerous studies have highlighted the significant impact of customer reviews on consumer behavior.

According to research on online reviews, 93% of consumers say online reviews impact their purchasing decisions”.

Additionally, a study by Spiegel Research Center found that displaying reviews can increase conversion rates by up to 270%.

Case studies highlighting the impact of reviews on sales: 

Real-world examples further demonstrate the power of customer reviews.

In 2012, a Harvard Business School study analyzed the impact of reviews on a travel site and found that increasing a product’s rating from 3.5 to 4 stars can lead to a 9% increase in bookings.

Similarly, a statistic from Trustmary reveals that the conversion rate in the eCommerce segment grows by 67% when website visitors are shown customer reviews on the website.

How Customer Reviews Drive Purchasing Decisions

Negative vs. Positive Reviews: 

Without a doubt, positive reviews are beneficial for businesses. However, negative reviews play a more critical role in shaping consumer perceptions.

Negative reviews often provide valuable insights into potential issues or shortcomings of a product or service, allowing consumers to make more informed decisions. 

Interestingly, some studies show that a moderate level of negative reviews can enhance credibility and trustworthiness, and make the overall business profile appear more authentic and balanced. An ideal rating that a business can have is between 4.2-4.5 out of 5.

Gender Differences in Processing Reviews: 

Studies have revealed that men and women may process and respond to customer reviews differently. 

Research findings on how gender influences review perceptions:

Research by Bright Local found that women are more likely to read and trust online reviews than men. 

Another study by Bae and Lee in 2011 found that reviews, positive or negative, have a larger influence on the buying behavior of women than men. 

It has been further observed that men rely on data and facts to judge the merits of a product, while women are more emotionally driven.

The Role of Reviews in Various Industries

Customer reviews play a pivotal role across various industries, shaping consumer perceptions and influencing purchase decisions. This critical feedback mechanism helps businesses improve products and services, enhances customer trust

Comparison across sectors like tech, hospitality, and retail

The impact of customer reviews varies across different industries. In the tech industry, where products can be complex and innovations are frequent, reviews play a vital role in helping consumers understand and evaluate new offerings. 

In the hospitality sector, customers use online reviews to assess service quality, amenities provided, and the overall guest experience. 

For retail businesses, reviews contribute to brand reputation and customer loyalty.

Read more about the topic:

Specific case examples where reviews have significantly influenced market trends: 

There are numerous instances where customer reviews have impacted market trends and consumer behavior. For example, the rise of peer-to-peer accommodation platforms like Airbnb can be partly attributed to the trust and transparency facilitated by user reviews. 

Similarly, the popularity of certain consumer electronics brands, such as Apple and Samsung, has been influenced by the collective sentiment expressed in online reviews.

For example, scathing reviews of the Huawei Matebook X Pro laptop in 2018 related to issues with the webcam placement, led to a drop in sales, prompting Huawei to redesign the webcam in later models.


How to Grow Legitimate Customer Reviews

Best practices 

To cultivate genuine and valuable customer reviews, businesses should adopt best practices such as:

  • By making it easy for customers to leave reviews by providing multiple channels (email, in-app prompts, social media, as well as online submission tools like Google Forms). 
  • Responding to both positive and negative reviews professionally and constructively
  • Offering incentives or rewards (e.g., discounts, loyalty points) for leaving reviews
  • Leveraging user-generated content, such as photos and videos, to enhance the authenticity of reviews
  • Keeping reviews front and center and following up with those who leave both negative and positive reviews.

It also makes your life easier when you use dedicated tools for collecting and managing reviews: such as Trustmary.

Trustmary method helps you collect reviews but also to use them to boost results.

Fake Reviews and Their Impact 

Unfortunately, the growing importance of customer reviews has also led to the proliferation of fake or incentivized reviews. These deceptive practices undermine consumer trust and can have legal consequences for businesses. 

Reputable review platforms employ advanced algorithms and human moderation to detect and remove fake reviews, ensuring the integrity of the review ecosystem.

Consequences for consumer trust and decision-making 

Fake reviews can have severe consequences for consumer trust and decision-making. When consumers suspect that a business is engaging in review manipulation, it can significantly erode their confidence in the brand and the authenticity of the reviews. 

This can lead to decreased sales, negative word-of-mouth, and long-term damage to brand reputation.

To combat fake reviews and encourage genuine customer feedback, Trustmary offers a range of solutions, including a Review Widget that can be integrated in minutes. The platform also lets you import reviews to seamlessly manage all reviews and showcase your genuine ratings to viewers and buyers.

By making it easy for businesses to collect and display authentic customer reviews, Trustmary helps build trust and transparency in the online marketplace.

Integration of online and offline customer experiences 

As businesses strive to provide seamless customer experiences across multiple touchpoints, integrating online and offline customer reviews will become increasingly important. 

Customers may leave reviews based on their interactions with a brand’s physical store, customer service, or product delivery, which can then inform potential buyers researching the business online.

Technological advancements and their potential impact 

Artificial Intelligence (AI) and Natural Language Processing (NLP) may revolutionize how customer reviews are analyzed and presented. 

AI-powered systems could automatically summarize and highlight key insights from large volumes of reviews. This makes it easier for consumers to grasp the overall sentiment and identify critical factors influencing their purchasing decisions.

Such AI-powered reviews integrated with automated product demos could help scale up your sales and marketing efforts. 

Additionally, voice assistants and conversational AI may enable more natural and interactive experiences for consumers seeking review-based recommendations or advice.

Turn Customer Feeback into Reviews

Customer reviews have become indispensable to the modern consumer journey, shaping perceptions, building trust, and ultimately driving purchasing decisions. 

The problem lies in getting reviews.

Actually, the initial issue is that traditional customer surveys are ineffective.

Luckily, Trustmary’s solution helps all companies:

The psychological impact of peer opinions, combined with quantitative evidence and real-world case studies, underscores the influential power of customer reviews. 

By understanding how reviews are processed and valued across different industries and demographics, businesses can better leverage this powerful form of social proof to enhance their online presence, build brand loyalty, and drive sales success.


Are negative reviews always detrimental to a business?

 While negative reviews can be concerning, they are not necessarily detrimental if addressed appropriately. A moderate number of negative reviews can enhance the credibility of a review profile by making it appear more balanced and authentic. The key is to respond professionally, address concerns raised, and commit to improving customer experiences.

How can businesses encourage customers to leave genuine reviews? 

Businesses can encourage customers to leave genuine reviews by making the process easy and convenient using tools like Trustmary, This can include sending follow-up emails or in-app prompts, offering incentives or rewards for leaving reviews, and providing multiple channels for customers to share feedback. Additionally, responding to reviews professionally and demonstrating that customer feedback is valued can motivate more customers to share their experiences.

What are the consequences of fake or incentivized reviews? 

Fake or incentivized reviews can have severe consequences for businesses, including erosion of consumer trust, legal repercussions, and long-term damage to brand reputation. Not only do fake reviews undermine the integrity of the review ecosystem, but they also deceive consumers and potentially influence their purchasing decisions in an unethical manner.

How can businesses effectively respond to negative reviews? 

Businesses should adopt a professional and empathetic approach when dealing with negative reviews. 

Acknowledge the customer’s concerns, take responsibility for any shortcomings, and outline the steps taken to address the issue. Responding promptly and transparently can often turn a negative experience into an opportunity to demonstrate excellent customer service and regain consumer trust.

What role will technology play in the future of customer reviews? 

Advances in Artificial Intelligence (AI) and Natural Language Processing (NLP) can revolutionize how customer reviews are analyzed and presented. 

AI-powered systems could automatically summarize and highlight key insights from large volumes of reviews, making it easier for consumers to grasp the overall sentiment and identify critical factors influencing their purchasing decisions. 

Additionally, voice assistants and conversational AI may enable more natural and interactive experiences for consumers seeking review-based recommendations or advice.

Trustmary team
Trustmary team


Trustmary is the most effective way to convert more sales by improving digital trust.