The Impact of Recent Customer Reviews on Product Visibility

Verified, recent reviews build buyer trust and confidence

As thorough as you may be with product information on your website and marketing channels, potential buyers know you are inclined to paint your software in a flattering light. That’s where authentic customer reviews come in, filling a gap in knowledge about your product online, and building buyer trust that they’ll purchase a quality software solution.

It may be tempting to collect a handful of glowing reviews to build buyer trust and then forget about your review collection efforts. But it isn’t quite that simple. It’s vital to continue collecting up-to-date, authentic reviews—both positive and negative—throughout the life of your product.

Why is recency so important?

Across our network of software reviews sites—Capterra, GetApp and Software Advice—we have found that reviews that are less than a year old make the strongest impression on potential buyers and yield the best results when it comes to conversions. In fact, 84% of consumers think online reviews that are more than 3 months old are irrelevant, according to BrightLocal. That may seem extreme, but when you consider how often your product evolves with iterations and new features, it makes sense that buyers want the most up-to-date information possible.

The strongest reviews are both recent and authentic

Traditional advertising and marketing efforts can go a long way toward getting your software noticed and drawing buyers into your sales funnel. But when they reach the late stages in their software buying journey, they will likely compare your software against multiple competitors. In this case, positive reviews can often make the difference.

According to Gartner research, more than half of U.S. consumers consult reviews when they know which type of product or service they want to buy, but haven’t settled on a specific provider yet (full report available to Gartner clients).

Andrew Conrad

Andrew Conrad is a Senior Content Writer specializing in helping small businesses use technology more efficiently and effectively. The Maryland native received his bachelor’s degree from Loyola University Maryland and has created content for leading publications including the Baltimore Sun and PSFK. Connect with Andrew on LinkedIn.