Are Online Reviews Important For Your Business?

There is an undeniable power that online reviews have over UK businesses and you should definitely include online reviews as part of your marketing strategy.

TRUST BUILDINGMARKETING STRATEGY

Jaosn Edge

4/25/20255 min read

Online reviews have become the modern word-of-mouth that can make or break a business. We've all done it – before committing to a purchase, we scroll through what other customers have to say. But just how influential are these digital testimonials for UK businesses, and why should they be at the heart of your marketing strategy?

The Importance of Reviews for UK Businesses

The numbers speak volumes about the impact of reviews on consumer behaviour. It is thought that as much as £23 billion of UK consumer spending is potentially influenced by online reviews annually. A staggering 93% of consumers read online reviews before making a purchase. This isn't just casual browsing—these reviews actively shape buying decisions, with 58% of consumers willing to pay more or travel further to visit companies with positive feedback.

For UK businesses specifically, the influence of reviews is particularly strong. Research shows that 84% of UK consumers trust customer reviews, making them more powerful than traditional marketing messages. In fact, when making purchasing decisions, 68% of UK consumers now turn to online reviews as their primary source of information, significantly outweighing recommendations from family and friends (24%), brand claims (18%), and opinions from influencers (2%).

What's perhaps most telling is that 22% of people are actually put off buying something if there are no reviews available at all. So the absence of reviews can be just as damaging as negative ones—suggesting to potential customers that either no one has bought your product or service or, worse, that you're hiding feedback.

Online Trust

In an era where consumers are increasingly sceptical of traditional advertising, reviews offer something invaluable—authentic social proof. Consumers trust other consumers, with studies showing that 92% of people trust recommendations from friends and family above all other forms of advertising, and 72% trust online reviews just as much as personal recommendations.

This trust factor is particularly crucial for younger demographics. An overwhelming 79% of Gen Z and 78% of Millennials in the UK prioritise online reviews above all other sources when making purchase decisions. If you're targeting these generations, a strong review profile isn't optional—it's essential.

The Impact on Conversion

Reviews don't just influence perceptions—they directly impact sales. Research indicates that 68% of respondents would make a purchase after reading positive reviews, while 69% would change their mind after encountering negative ones. I count myself amongst these stats.

The economic impact becomes even more significant during uncertain times. During economic downturns, 51% of consumers note that reviews become even more critical, with reliance on peer feedback surging from 30% to 55% among budget-conscious shoppers. When people have less to spend, they want to be absolutely certain they're making the right choice.

UK Success Stories: Reviews in Action

Car manufacturer Kia provides a compelling example of effectively leveraging reviews. After noting their effectiveness online, Kia decided to display customer reviews in their physical dealerships and feature them in TV advertising campaigns. The results were remarkable – users who read their reviews online were 484% more likely to request a brochure, 300% more likely to book a test drive, and 509% more likely to search for a local Kia dealer.

In the food sector, The Cornish Cheese Co partnered with KW Marketing UK to develop a strategy that incorporated customer testimonials across their digital channels. This approach helped them strengthen their brand reputation and drive significant sales growth in a competitive market.

Numerous case studies from Reviews.io also showcase businesses across various sectors that have transformed their digital presence through strategic review management. From Jimmy's Iced Coffee switching review platforms to drive traffic and sales, to Hunter & Gather unlocking the full potential of reviews and user-generated content.

Integrating Reviews into Your Marketing Strategy

So how can your business harness the power of reviews effectively?

First, actively solicit feedback across multiple review platforms. Don't just rely on Google – also consider industry-specific review sites (such as ReviewSolicitors for law firms) and any social media platforms where your audience is most active.

Second, showcase your reviews prominently across your marketing channels. Feature testimonials on your website, social media posts, email campaigns, and even on print materials. When selecting a review platform, consider that UK consumer awareness for Trustpilot stands at 92% compared to 39% for Feefo, 17% for Reviews.io, and 6% for Yotpo, suggesting potential benefits to using more recognised platforms.

Third, respond to all reviews – both good and bad. This demonstrates that you value customer feedback and are committed to improvement. When dealing with negative reviews, a thoughtful response can often enhance your reputation rather than damage it. Make your response personalised; there is nothing worse than seeing a bog-standard 'thanks for the feedback' after every review.

Finally, consider that reviews aren't just about stars and ratings. They provide invaluable market research about what customers love (or don't love) about your products and services. This insight can inform product development, customer service improvements, and future marketing messaging.

Fake Reviews

It's worth acknowledging that 11% to 15% of reviews on e-commerce platforms for common product categories are likely fake. With new legislation announced under the Digital Markets, Competition, and Consumers Act in April 2024, businesses that publish fake reviews risk being fined. This also includes This makes having a legitimate and transparent review strategy more important than ever.

How to Manage and Respond to Online Reviews Effectively

Managing your online reviews is as important as collecting them. Here’s a quick summary of best practices to help UK businesses turn reviews into a powerful marketing asset:

Monitor all platforms: Keep an eye on Google, Trustpilot, and industry-specific review sites. Use review management tools to streamline the process.
Respond promptly and personally: Aim to reply within 24–48 hours. Thank customers for positive feedback and address negative reviews with empathy and professionalism.
Take criticism offline when needed: For complex complaints, invite the reviewer to contact you directly. This keeps public exchanges concise and shows you’re proactive.
Showcase positive reviews: Share glowing testimonials across your website, social media, and marketing materials to reinforce your reputation.
Encourage genuine feedback: Ask customers for reviews after a positive experience, but never offer incentives, as this can breach platform rules.
Learn and improve: Use feedback to spot trends, address recurring issues, and inform business improvements.
Protect against fake reviews: Report suspicious feedback to the platform and respond calmly to reassure future customers of your integrity.

By embedding these practices into your marketing strategy, you’ll not only build trust and credibility but also create a valuable feedback loop that drives continuous improvement.

Making Reviews Work for Your Business

The evidence is clear – online reviews aren't just nice to have; they're essential to business success in the digital age. By making reviews an integral part of your marketing strategy, you build trust, enhance your brand's reputation, and ultimately drive conversions.

Start by auditing your current review presence. Where are customers talking about you? What are they saying? How are you responding? Then develop a proactive approach to gathering, showcasing, and responding to reviews. Your customers are already using reviews to make decisions – it's time to ensure those reviews are working for your business, not against it.

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