When I tell people that my husband bought us a mattress without once laying on it, they think he's crazy. We're crazy. It's hard to argue with results, though. This is by far the most comfortable mattress I've ever slept on, and we got a great deal on it. Still, why did we drop several hundred dollars on a mattress we'd never touched? It was definitely a risk -- and we knew that -- but the Amazon reviews convinced us we'd love it. And we do. Why reviews matter Here are some of the key takeaways from last year's annual BrightLocal Local Consumer Review Survey: 92 percent of consumers read online reviews 40 percent of consumers form an opinion by reading just 1 to 3 reviews Star rating is the No. 1 factor used by consumers to judge a business 44 percent say a review must be written within 1 month to be relevant Only 13 percent of consumers would consider using a business that has a 1- or 2-star rating 68 percent say positive reviews make them trust a l...
- Some consumers don't trust reviews that they can tell have been filtered -- because there's a lot of information in negative reviews.
- Negative reviews help consumers understand the potential pitfalls of their purchasing behavior and make fully educated decisions about how and with whom to spend their money.
- How businesses react to negative reviews also gives consumers insight into how "self-aware" the business is and how it handles conflict or stress.