People use the internet for a number of reasons. One of the most common reasons people get online is to research a potential purchase. It’s an effective and efficient way to get all the facts before you visit a store to buy. Online reviews play an important role in the research process.

What Is an Online Review?

An online review is quite simply a summary and opinion of a product or service. Like a movie review, a product or service review generally follows a basic structure. It might begin with a summary of the product. Then it may describe who the product or service is designed for, and the primary problem the product or service solves.

The review structure can then offer the main features and benefits of the product. It can also take a pros and cons format. Finally, the review may end with a summary and a recap of the benefits. It may also at this point include the price, where the item can be found and a link to the business website. If the review is pre-selling a product, it then includes a call to action with a link to the sales page.

Credibility Matters

When you’re searching online for information about a product or service, you’re looking for a few things. You’re looking for the facts. You’re looking for price, data and features. And whether you’re aware of it or not, you’re looking for justification for your purchase. You’re seeking information that will reinforce a decision to purchase.

This is the case even if you’re comparing a few products or services. You’re looking for an opinion about the products and services as well as a comparison of the features. Reviews from respected and trusted sources can help a person make a buying decision. They add credibility to the product or service you’re considering.

Features and Benefits

You might assume that most people focus on the features when they’re reading a review. And while this is partially true, they’re actually more interested in how the product or service is going to solve their problem. They’re looking for benefits. People buy for emotional reasons and confirm their buying decision based on logic. When a review appeals to both the emotions and the logic, it has accomplished its job.

As an online marketer, reviews can be a powerful tool. They offer value to your visitors and prospects. They drive traffic to your website. Additionally, they help you pre-sell products or services. Whether you’re an affiliate marketer, have a partnership with another online business or you’re selling your own products or services, reviews can help you boost your business.