Should you show expert reviews or customer reviews?

Ever wonder if customer reviews or expert testimonials pack a bigger punch? Well, the answer depends on your business, and I’ve got the data to back it up. So, grab your coffee, and let’s get into it.

TL;DR 🎯

Here’s the short answer: If what you’re selling is easy to judge—think haircuts or cleaning services—showcase customer reviews. If it’s hard to judge—like insurance or legal services—highlight expert opinions. This little swap can be the difference between a "meh" sale and a "heck yeah!"

But why? 🤔

People love to hear from folks like them when it’s something they can easily assess. But when things get tricky (hello, travel insurance), they want the pros to chime in. It’s like asking your best friend for a pizza recommendation but turning to Gordon Ramsay for restaurant advice.

What the research says 📊

A study found that customer reviews are 11.7% more effective than expert reviews when it’s easy to judge the quality of a service—like a hotel stay or hair appointment. But for complex services like dental care, expert reviews rated 11.5% higher in boosting trust.

Here’s the kicker: Negative expert reviews are more damaging than negative customer reviews. If an expert trashes your service, people are 17.4% less likely to buy—ouch! So, don’t highlight expert reviews unless they’re solid gold.

How to do it ✅

1. Assess your service: Is it easy to judge? Customer reviews are your best friend. If it’s tough to gauge, get expert endorsements.
2. Audit your website and ads: Are you flaunting the right type of review? Make sure it aligns with how easy or hard it is for your customers to judge your offering.
3. Gather reviews smartly: If expert reviews work best for your business, go the extra mile—reach out to industry experts and influencers. Don’t just sit back waiting for reviews to roll in.
4. Be selective: Mixed reviews from experts can do more harm than good. If their review has a single bad note, consider leaving it out altogether. People might side-eye you otherwise.

Real talk ⚠️

Don’t fall into the trap of only showcasing glowing reviews. Weirdly enough, a sprinkle of negative feedback can make the positives seem more trustworthy. It’s like when someone says, “This restaurant’s great, but parking sucks”—suddenly, you trust them more!

Final thoughts

Whether you’re pushing designer candles or complex financial services, aligning your review strategy with how your customers judge your product can lead to happier buyers and healthier conversions. So, review your reviews (pun intended), make the right swaps, and watch those sales tick upward.

Catch you next week for more ways to boost your store and make that cash register sing.

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"The right kind of review can either build trust or break it—it's all about knowing when to let the experts talk and when to let your customers do the convincing."