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The Importance of Ratings and Reviews

ratings_and_reviews_graphicYou probably already do this as habit. You’re interested in a shiny new gadget, so you enter relevant keywords in Google or Bing and start scanning the search engine result page (SERP). Your eyes immediately gravitate towards listings with the bright orange stars –these, of course, are ratings provided by fellow online consumers. There are several listings with these orange stars, so you immediately start comparing the numbers – 4.1 stars with 12 reviews, a 4.7 with two reviews or the 4.8 with more than 100? The choice is obvious and you click the listing with the highest rating and most reviews.

Facts support this behavior: 88 percent of consumers rank online reviews on par with personal recommendations, according to the 2016 local consumer review survey by BrightLocal, a SEO marketing and research firm. What makes this stat even more remarkable is the idea consumers trust the opinion of a complete stranger when making a buying decision. And the decision to buy happens quickly – 90 percent of consumers read less than 10 reviews before forming an opinion about a business, adds BrightLocal.

Click here to download the full 2017 Floriology March-April article on Ratings and Reviews.

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floriology institute

Hello! I'm Renato and serve as lead educator for new technology, business and consumer trends, and digital marketing strategy at the Floriology Institute. This is one of my primary roles as the Vice President of Digital Strategy and Education at BloomNet, a premier florist services company. Prior, I served the as Chief Information Officer (CIO) for the Society of American Florists (SAF), the floral industry's trade organization.

I evangelize technology benefits and best practices through a regular column in Floriology magazine, presentations at floral industry events, share insights on social media and chat (yes, on the phone) with BloomNet members to help solve their challenges.

asae DELP programI served as an active volunteer for the American Society of Association Executives (ASAE) where I chaired the ASAE Technology Council, was a founding member of the Young Professionals Committee and continue to be active as a Diversity Executive Leadership Scholar (DELP).

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