Which Generation Is Hardest to Please? A Marketer’s Guide to Leveraging Online Reviews

When designing product pages, online reviews are an essential ingredient for success – 93% of consumers are swayed by online reviews when making purchasing decisions.

You might think you can simply sit back, watch online reviews come rolling in, and enjoy the benefits of having social proof on your website. However, it’s not quite that simple – only one in 10 happy customers leave reviews, and depending on which generation you’re marketing to, you could need a lot more than that to convince customers to convert.

Age may just be a number, but it matters hugely when creating an online reviews strategy. For example, did you know that if you’re selling to Gen Zs and Millennials, they expect to see 181 reviews on average before feeling confident enough to make a purchase? If you’re selling to Boomers, however, that number drops to just 42.

It’s clear that different generations behave differently online, from how they research brands to the minimum star rating they need in order to trust a business. But what does that mean for professionals trying to tailor their marketing efforts to a specific target audience?

Website Builder Expert drilled down into the statistics behind online reviews to shed light on how you can leverage social proof to engage customers and give your business a boost.

Take a look at the infographic below to discover more insights into how different generations shop and review online, and learn how you can make the most of social proof to connect with your customers – even difficult-to-please millennials!