Fear of customer feedback is fear of the unknown: a terrible Yelp review waiting to happen, a negative comment on social media.

Leveraging online reviews and customer feedback, you can make your business more successful. One of the most effective ways to show this kind of fearlessness is by incorporating online reviews into your website.

Why add customer-written reviews to your website?

It’s another way to leverage the power of testimonial-based marketing. Letting happy customers make statements about the benefits of your products or services makes it easier for potential customers to trust you.


Product page visitors who read and interact with online reviews convert at a 58 percent higher rate than those who don’t. (See why Amazon is so big on customer feedback?)
Potential new customers who read and interact with customer reviews reflect an increase of 62 percent in revenue per visit.
Reviews on your website can also help improve your SEO performance. According to AdWeek, 800 words of review text can make up as much as 70 percent of fresh content for a website page, which search engines will reward with higher search results.
Online reviews are one of the top seven factors influencing local search results. The average order value increases 5 percent when potential customers engage with reviews.
Even negative reviews and less-than-5-star ratings can be good for your business. 57 percent would be suspicious of your business if you only had positive reviews; they would think you’re too good to be true.

Today’s customer obviously values authenticity over perfection, so it makes sense that a business’ website incorporating both good and bad reviews is more likely to encourage user interaction and boost shopper confidence than a site that incorporates only the good ones, or a site that doesn’t have any reviews at all.

So keep it real!