How Negative Reviews Can Derail Purchases

To gain a better understanding of how online reviews influence the consumer path to purchase, Influence Central conducted an in-depth research study of more than 500 women consumers. What we found was that, overall, online reviews have a dramatic impact on the consumer purchasing journey, with 85 percent of women consumers saying they consider online reviews extremely/very important when making a purchase, and 87 percent of consumers checking reviews for both online and brick-and-mortar purchases.