Before reaching for their wallets, today’s consumers are reaching for something else: online reviews.
It has become second nature. According to research by BrightLocal, a staggering 98% of shoppers read customer reviews, and 84% trust them as much as a recommendation from someone they know. In many cases, those opinions from strangers are more persuasive than the product descriptions brands work so hard to perfect.
“Most people don’t trust the information provided by the brand because it is too biased. Online reviews are considered more likely to be real and authentic feedback,” said Tim Clarke, Brand Reputation Manager at Thrive Local.
What’s said in a review can make or break a sale. One glowing testimonial about long-term use can turn a browser into a buyer.
A single comment about a product falling short? That might be all it takes for someone to click away and never return.
In this article, we’ll explore why some reviews move the needle more than others and what businesses must do to inspire the kinds of feedback that drive revenue.
Included in this blog:
• 3 Key Elements Enhancing Review Persuasiveness
• Frequency of Purchase and Review Impact
• Strategies for Businesses to Enhance Review Persuasiveness
Let’s explore how reviews affect consumer decisions and how you can turn everyday feedback into a competitive advantage.
3 Key Elements Enhancing Review Persuasiveness
Not all online reviews carry equal weight. So, what makes specific feedback stand out?
The most persuasive online reviews tend to share three essential traits:
1. Specificity
2. Balance
3. Credibility
These signal trustworthiness and help shoppers feel more confident in their decisions.
1. Specificity
A review that says “Great product!” might be well-intentioned, but it doesn’t offer much value. What shoppers want from product reviews is real insight, like how something performed, what made it useful and whether it met expectations.
Take this example:
“The zipper held up through three weeks of hiking in rainy weather.”
Now compare it to:
“Nice quality.”
The first provides a clear use case and paints a picture. Specific feedback like this helps future buyers visualize the experience, which builds trust.
And it’s not just anecdotal preference. Studies show that detailed reviews significantly enhance a review’s perceived usefulness and trustworthiness. A 2024 experiment found that “specific reviews are more diagnostic than general reviews,” meaning consumers find them more informative and credible.
Shoppers scanning review sites are looking for specifics to validate a purchase. When they read a review that mirrors their own potential experience, the product feels more relevant.
2. Balanced Views
Reviews that mention both positives and drawbacks come across as more authentic than five-star gushes with no context. And buyers notice. Recent surveys suggest, 96% of consumers actively seek negative reviews to weigh the whole picture before buying.
Readers use criticisms to judge a product’s worst-case scenario or to validate that the product has no hidden flaws. According to the same study, if no negatives are found, it can breed skepticism: 46% of shoppers become suspicious when a product has a perfect 5-star rating with no critical feedback.
Take this example:
“It heats up fast, which I love. But the cord’s a bit short.”
That’s the kind of feedback that rings true. Balanced customer reviews feel like they come from thoughtful users, not promoters. And when customer reviews include both the good and the not-so-good, it helps shoppers manage expectations. They know what they’re getting into, and they appreciate the transparency.
3. Credibility
Credibility is an overarching quality often resulting from the first two traits (specificity and balance) combined with other cues that signal authenticity. If a review is not perceived as credible, readers will likely discount it regardless of how positive or detailed it is.
But what makes a review credible in the eyes of consumers?
That judgment usually depends on two things: what the review says and who it’s coming from.
Here’s what makes a review stand out as believable:
• It’s specific and fact-based.
Reviews that share real details feel more trustworthy. Something like “My fuel mileage improved from 22 to 27 MPG after using this” feels genuine. On the other hand, “Excellent product!” with no explanation often gets ignored.
• It sounds like a real person wrote it.
Shoppers trust reviews that read naturally. If a review says something like “This is absolutely the best ever!!!!!” in all caps, it tends to raise red flags. People trust a well-written review that feels sincere, even if it’s enthusiastic.
• It comes from a trusted source.
External signals matter too. Reviews marked “Verified Buyer,” written by someone with a profile photo or upvoted by others, tend to carry more weight. People feel more confident when they know the review comes from an experienced user.
A standout feedback builds review trust through concrete experience, clear benefits and a credible source. One particularly persuasive review for Thrive illustrates how these elements come together effectively:
“The mention of 13 years of partnership and the good details, attributed [in the] review, is powerful and persuasive,” Clarke said.
This review reflects real experience, proven value and trustworthy intent. It has everything a strong review should deliver.
Frequency of Purchase and Review Impact
Why do some reviews move customers to act while others are ignored? A study published in the Journal of Retailing found that it often comes down to how frequently a product is purchased, which is a key factor that shapes what consumers perceive as credible and persuasive.
Consumers aren’t looking for a full breakdown of the pros and cons for frequently bought items. They want validation that others use the product regularly and find it worthwhile. Persuasive product reviews in this category tend to mention routine use, product switching or comparisons to previous brands.
For instance, a review that reads, “Switched from [Brand X] and now I buy this every month,” quickly builds review credibility for someone shopping in a familiar category.
In contrast, products bought less often demand a different type of influence. These shoppers are more cautious and scan for strong recommendations that reduce risk.
In this case, review examples that include phrases like “I did a lot of research and chose this one because…” or “I highly recommend this for [specific need]” carry more weight.
The psychology here is simple: when people make familiar decisions, they look for habits and experiences that mirror their own. When facing unfamiliar or higher-stakes purchases, they seek authority and direction.
Businesses that understand this behavior can better guide customers by encouraging reviews that align with their buying mindset.
3 Strategies for Businesses to Enhance Review Persuasiveness
Understanding how reviews affect consumer decisions is only half the equation. The other half is knowing how to actively influence those decisions through better review management.
Here are three actionable strategies businesses can use to create more product reviews and increase review trust.
1. Encourage Detailed Reviews
Detailed reviews provide context and insights that help future buyers make informed choices. When customers mention usage scenarios or results over time, the review becomes more useful.
Best Practices:
• Prompt customers with questions like: “What were you using before?” or “How has this product helped you?”
• Use post-purchase emails or SMS to ask for feedback while the experience is still fresh.
• Offer simple templates that guide customers in sharing complete, helpful responses.
“Businesses can [also] show examples of other detailed good reviews when requesting reviews by email or SMS. In addition, they can incentivize more detailed reviews with a prize or some benefit for any feedback,” Clarke said.
Encouraging depth adds meaning to your review ratings and helps build both review credibility and consumer trust.
2. Respond to Reviews
When businesses take the time to respond to reviews, customers take notice. Thoughtful replies to both praise and criticism signal a real commitment to the customer experience.
According to Clarke, responsiveness plays a critical role:
“It impacts it a lot. Companies should respond to all reviews quickly and be polite and professional, especially the most negative reviews. One to two business-day response time is key,” Clarke said.
Best Practices:
• Respond to every negative review with empathy and an apparent effort to resolve the issue.
• Acknowledge positive feedback with gratitude, reinforcing what the customer appreciated.
• Avoid canned replies. Personalize your responses to reflect real human engagement.
• Use responses to clarify features, set expectations or reaffirm company values.
Active participation in your review sites helps control the narrative and increase your credibility with prospective buyers. But, how can brands build a review response workflow that is both efficient and authentic, especially when dealing with high-volume feedback?
“Businesses can use AI tools and software tools like Thrive Local to save time and effort. We recommend using the AI responses as the first draft, and then a human can check them before posting them publicly,” Clarke said.
A blend of automation and human oversight helps brands maintain a consistent voice while ensuring every customer interaction feels sincere.
3. Showcase Top Reviews
As we already know, some feedback carries more weight because it includes a rich combination of detail, objectivity, and experience, which boosts review trust. Featuring these types of persuasive online reviews helps shape how new customers perceive your brand.
Best Practices:
• Create a “What Customers Are Saying” section on your homepage or product pages.
• Use social proof in ads, emails and social posts by spotlighting high-quality review examples.
• Regularly update featured reviews to reflect ongoing customer satisfaction and current products.
When asked how businesses can make the most of curated review ratings, Clarke shared:
“[Thrive Local’s] widget can show only positive reviews, with the most recent reviews at the top and automatically updating,” said Clarke.
This kind of automated curation ensures your most compelling feedback is always front and center.
Turn Your Reviews Into a Competitive Advantage
Online reviews influence purchasing behavior and often decide whether a customer chooses you or someone else. From review credibility to smart showcasing, every touchpoint contributes to how reviews affect consumer decisions.
However, building a strong reputation takes more than hoping for great feedback. It takes strategy and the right tools. Thrive Local can help you with this.
Our comprehensive online reputation management service helps businesses take control of their digital presence, from generating quality review examples to amplifying positive sentiment across platforms. With our review generation services, we make it easy to gather high-impact, persuasive online reviews from satisfied customers. In addition, our review monitoring services keep you informed in real time, so nothing slips through the cracks.
Need help with engagement? Our team can also handle thoughtful, brand-aligned replies on various review sites through our online review response service. And when it comes to showcasing your best content, our customizable review widget displays your most credible feedback where it matters most: your website.
If you’re ready to turn review ratings into a marketing asset, Thrive Local has the tools, expertise and people to help you make it happen. Contact us today.
Online Review Frequently Asked Questions
WHY DO CONSUMERS TRUST ONLINE REVIEWS MORE THAN BRAND MESSAGING?
Most shoppers assume brand messaging is biased, while online reviews feel like authentic, real-world feedback. In fact, 84% of people trust reviews as much as recommendations from family or friends, making them an important factor in purchase decisions.
WHAT MAKES AN ONLINE REVIEW ACTUALLY PERSUASIVE?
The most persuasive reviews are specific, balanced and credible. Detailed examples (“The zipper held up through three weeks of hiking in the rain”) carry far more weight than vague praise (“Great quality!”). Balanced feedback that includes both pros and cons also boosts trust.
DO NEGATIVE REVIEWS ALWAYS HURT SALES?
Not necessarily. Shoppers actively look for drawbacks to gauge worst-case scenarios — 96% seek out negative reviews before buying. A mix of positive and critical feedback often makes reviews feel more authentic and reduces skepticism about “too-perfect” ratings.
HOW DOES PURCHASE FREQUENCY AFFECT THE IMPACT OF REVIEWS?
For everyday products, buyers look for validation through routine use (e.g., “I buy this every month”). For bigger, less frequent purchases, shoppers want more in-depth reviews that signal authority and reduce risk (e.g., “I researched several options and chose this one because…”).
WHAT CAN BUSINESSES DO TO ENCOURAGE MORE PERSUASIVE REVIEWS?
Brands can prompt customers to be specific by asking guiding questions and providing simple templates. The goal is to capture context-rich stories instead of short, generic comments.
SHOULD BUSINESSES RESPOND TO EVERY REVIEW?
Yes. Responding to both positive and negative reviews shows commitment to the customer experience. Quick, personalized responses (ideally within 1–2 business days) help build credibility and turn even critical feedback into an opportunity to strengthen trust.
HOW CAN BUSINESSES MAKE THE MOST OF THEIR BEST REVIEWS?
High-quality reviews should be showcased, not buried. Featuring them on product pages, homepages, social posts or even ads adds to their persuasive power. Tools like Thrive Local’s review widget make it easy to automatically spotlight your strongest feedback.
