Online rating and sales, how close is the relationship between them?

Signed by: Carlota Gatius

The Relationship Between Online Ratings and Sales: Why It Matters

In today’s digital world, people are constantly searching for information about brands before they feel confident enough to purchase a product or service. This happens in a highly competitive market, where consumers naturally gravitate toward brands that earn their trust. Below, we explore the connection between online ratings and sales—and why it’s so important.

Online Ratings and Sales: Why Are Ratings Important?

According to data published by Findstack, 72% of customers say they use Google reviews when looking for businesses. Meanwhile, 95% of consumers read reviews before making a purchase. It's also estimated that businesses with at least 200 reviews generate twice as much revenue, and 94% of people avoid companies with bad reviews.

The importance of online ratings has continued to grow over time. Data from Bright Local reveals that during the pandemic, the number of consumers reading reviews increased by 31%. Additionally, 67% said they would not choose a business if customer reviews indicated poor health and safety practices.

Trustpilot reports that nearly 89% of consumers say they actively read reviews before deciding to buy something online. This highlights the strong link between online ratings and sales—making reviews an essential part of the purchasing journey.

There are many tips available to help improve your Google reviews and, as a result, boost your brand’s online reputation.

The Growth of Reviews and Online Ratings During the Pandemic

There’s no denying the pandemic had a significant impact on consumer behavior online. The health emergency accelerated online shopping, especially due to the risks or impossibility of in-person shopping. As a result, consumers now rely more heavily on the opinions of others before buying—and they’re also more likely to leave reviews after their purchase.

A McKinsey study on customer reviews showed an exponential rise in review volume. Between the end of 2019 (pre-pandemic) and the end of 2020, the number of user reviews published on digital platforms increased by 87%. This trend has continued over time, with more and more people reading and writing online reviews before making a purchase.

The Impact of Online Ratings on Sales

As mentioned above, positive reviews and strong online ratings can significantly boost a business’s sales—while negative ratings can have the opposite effect. But beyond sales, customer feedback gives brands the chance to identify the obstacles that might be preventing customers from completing their purchase journey.

This insight is extremely valuable, as it allows businesses to make changes that improve customer satisfaction and build trust in the brand, its products, or services. At the same time, because reviews and ratings contribute to a company’s digital reputation, they help create a sense of security that encourages confident purchases.

At 202 Digital Reputation, we’re a digital reputation agency offering 360° solutions tailored to each client’s needs. Contact us to find out how we can help you safeguard, maintain, or improve your online reputation.