Consumers may not always acknowledge how online product reviews of the items they purchase (or do not purchase) on the Web affect their decisions.

But it’s hard to deny the fact that perception plays a big part here, and that reviews do enhance a product’s credibility, no matter if the reviewer is expert or a fellow random consumer. In a recent post, NetBusinessBlog explains:

*People are social researchers
Internet users have access to vast information right at their fingertips. They conduct research before they pay for something. For example, the Kelsey Group discovered that around 24% of Internet users search for information on offline products and service including hotels and accommodations online. 87% of the hotel searchers who read reviews stated that product reviews greatly influenced their choices.
*Negative reviews are positive

Don’t look at negative reviews negatively because it can actually add to the credibility of your site. So what if one person says something bad about you? It is impossible to please everyone and you really need not worry if you get one or two bad reviews. Internet users are becoming sophisticated; it does not bother them to read negative information about a company as long as the positive feedback outweighs the negative.