The world is overflowing with information. Consumer perception is easily shaped by what others say. Many review platforms, like Yelp, have become crucial resources for consumers. Yelp reviews easily change how people perceive businesses. Why does it carry a lot of weight to consumers? Why does it force businesses to create Yelp business account?
Importance of Customer Trust
For most consumers, trust is a crucial factor when choosing a business. If a business lacks trust, consumers would avoid them like plague. Whereas businesses with credibility become a magnet for customers. Customer trust is what Yelp reviews are all about. It allows consumers to find a business that they can trust.
Why do Yelp reviews build customer trust? Several psychological factors answer why:
Social Proof
Social proof is the tendency to follow the action of others. This is often seen during uncertain situations like choosing a restaurant when in a new town. You often choose a restaurant with a long line. Same with choosing businesses on Yelp. Consumers tend to choose a business with numerous positive reviews on Yelp.
Bandwagon Effect
Bandwagon effect is a psychological phenomenon that is closely related to social proof. It is when people adopt the behavior of many. For example, choosing a brand because the majority is using it. In Yelp, a business with high ratings and reviews will create a bandwagon effect. This will encourage consumers to patronize the business because others have done so.
Halo Effect
Halo effect is a cognitive bias when one makes an overall judgement. It occurs when a positive impression in one area will influence the perception in a different area. For example, people would easily assume that a well-dressed person is also well-mannered. In Yelp, glowing reviews about customer service would imply that the business has a good product.
Perception of Authenticity
Many businesses want to know how to create a Yelp account because positive Yelp reviews create a perception of authenticity. Consumers are aware that Yelp reviews are the honest opinions of real customers. The perceived authenticity is unlike what regular marketing materials and promotions make. This perception drives consumers to trust the business.
Detailed Reviews are Credible
Consumers prefer reviews that are full of details and Yelp is known for featuring many well-detailed reviews about various businesses. Yelp’s system prioritizes reviews that are detailed and well-written. Consumers can easily find and read reviews detailing how the business treated customers, how neat the space is, or how delectable the food was. Detailed reviews mirror real-life experiences. Thus, making the reviews more believable and relatable.
Different Perspectives Enhance Trust
A business with a perfect 5-star Yelp rating paints a picture that is too good to be true. It leads to an unsettling feeling, that might end up deterring customers. Having diverse perspectives about the business, including positive and negative reviews, will help build confidence. Having a mix of positive reviews and constructive feedback will reflect a genuine business.
Yelp Reviews Influence Decision-Making
Businesses want to know how to create a business Yelp account because Yelp reviews have a strong influence on consumer’s decision-making. Here’s how Yelp reviews shape decisions:
1. It reduces risk
Consumers would always face certain levels of risk when trying a new service or making a purchase. Is the service good? Is the food worth the money? Is the product reliable? Yelp reviews help consumers reduce perceived risks. By reading the firsthand accounts of other users, consumers will know what to expect and can make a safe decision. Naturally, a business that consistently receives many positive reviews will become the safer choice.
2. It creates an emotional connection
Yelp reviews often contain personal stories of consumers. These personal stories can emotionally resonate with readers. For example, a review about an auto mechanic going the extra mile to fix a car even past opening hours to help a struggling mother can create an emotional connection with the reader. It will make them feel that the auto mechanic cares about the customer. If they bring their car here, they are subject to the same level of care they have read.
3. It shapes first impressions
For businesses, first impressions matter. In the online world, Yelp is one of the places where businesses can make a strong first impression. In fact, it is a good idea for a business to create Yelp account because most consumers visit Yelp profiles before visiting a business. A business with an established profile and positive reviews will shape a favorable first impression. This will invite customers to visit the business.
First impressions matter, and for many businesses, Yelp is where those impressions are formed. Potential customers often visit Yelp profiles before stepping foot in a business. A strong presence with positive reviews can shape a favorable first impression, while a poorly maintained profile with negative feedback can deter customers.
The Impact of Negative Reviews
If positive reviews can help build trust, negative reviews test that trust. Indeed, negative review can deter some customers. In fact, 22% of potential customers would choose another business after seeing a single negative review. However, for the rest, a negative review isn’t a huge deal breaker. This is a huge opportunity for businesses to strengthen their credibility. They can use this opportunity to demonstrate how committed they are to delivering customer satisfaction. It is because of this opportunity that businesses create new yelp account.
Negative Reviews Also Hold Weight
Most consumers understand that no business is perfect. Obtaining negative reviews will make the business more believable. It adds balance and shows that the business is not manipulating public opinion.
Surprisingly, negative reviews would encourage highly-engaged consumers to stay longer and read as compared to normal visitors. This is because of negativity bias. They would tend to focus on negative information more to assess potential risks.
Taking Advantage of Negative Reviews
Although negative reviews can harm the reputation of a business, negative reviews can become an opportunity if used well. Businesses can use them to their advantage by transforming them into benchmarks for improvement. In addition, businesses can use negative reviews to show how the business is committed to improvement by responding to reviews, addressing the criticism and valuing feedback. This approach can help rebuild trust, convert unhappy customers, and attract new customers.