Reviews help accelerate sales. Potential customers most value sources of information that are most similar to them, that is why.
They value feedback, even when they come from manufacturers or suppliers of your company in an endorsement form and are likely biased. If you don’t have this, your potential customers will most likely not independently seek referrals, ask for recommendations and download case studies, as this requires significant investments of their time and sometimes money.
Most potential buyers are not experts in purchasing the type of products and services that you offer. Thus, they take various steps to reduce the risk of making the wrong decision when buying.
They appeal to reviews because reviews are available and they hope to learn from the experience of other people. For example, reviews can help potential customers determine purchase criteria that they might not have thought about, or get a better idea of the level and quality of the results they want to achieve.
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