B2B Marketing

5 Reasons Why Review Recency Matters to Software Buyers

Published by in B2B Marketing

Reviews play an important role in today’s research and purchasing experience for software buyers. By now, you know that your business needs to have reviews to catch their eye, but are you aware of how much review recency impacts their impression of your company?

Recency is one of the four cornerstones of great reviews, which include quality, quantity, recency and consistency, but many software businesses are missing out on connecting with more clients simply by not focusing on continuous collection of new reviews! In fact, BrightLocal found that a whopping 73% of consumers think reviews older than three months are no longer relevant.

Oftentimes review collection — and what to do with your reviews — are treated as a marketing afterthought. With all the different priorities that businesses must focus on, it’s easy for reviews to fall by the wayside, but this has negative implications on your brand and sales. Don’t believe it? We’ve found that software advertisers with reviews on Capterra get 67% more traffic and 75% more leads than those without reviews! It’s time to challenge yourself to be proactive and build continuous review collection into your business cycle.

Here’s why review recency matters to software buyers:

New Reviews Build Trust

One of the first things that consumers do when researching products is to seek out reviews as social proof that your product is trusted by others and high quality. Specifically, the two key questions they ask when reading reviews are: “is the reviewer like me?” and “is this information timely?”

Not surprisingly, a top reason why buyers read reviews is to find relevant advice and feedback from people with similar backgrounds and software needs. Easily accessible reviews from like-minded reviewers shows that your product is worthwhile to pursue — building confidence and trust beyond what your traditional sales pitches and marketing collateral can provide on their own.

Recent Reviews Show Relevance

After finding your product’s reviews, buyers quickly look for the date of review and frequently focus in on your most recent reviews first. This is particularly helpful in the software industry where products are constantly evolving! Buyers want to know what others think of your current product. If you haven’t collected new reviews in the past 3-6 months, you could risk getting cut from their software shortlist.

This may seem hard to believe, but with software evolving quickly, buyers know that common complaints from just a few months back may have been addressed in recent product updates, or your new tools and latest features may not be highlighted to impress other buyers. With software changing rapidly, many buyers may be concerned that reading dated reviews could be a waste of time and just move on to the next option.

Fresh Reviews Make Their Job Easier

At the end of the day, we all want to save time and be more efficient at work. Reviews are a great way to tackle the sometimes daunting and time-consuming process of software research. Most consumers do not have a ton of time to dedicate to reading reviews and researching all software options out there, so they often read only up to six reviews before forming an opinion.

If your business only has a handful of aging reviews and your competition has a large quantity of reviews and recent feedback, they will immediately seem more interesting to the buyer and more compelling to research further.

Don’t miss out on the sale by creating doubt before they can discover how wonderful your product offering is! Make sure you prioritize collecting at least a few new reviews each month to keep a strong profile showcasing relevant client feedback.

Recent Reviews Help Discoverability

Reviews help your chances for being discovered by potential clients who are doing research for their software needs. Plus, client feedback and user-generated content are great material for search engine optimization and help to build a strong reputation for your business online.

The more reviews you collect, the more links and SEO juice you create for your company — and recent content is always a favorite of search engines! If that is not enough to motivate you, your competitors are focusing in on recent reviews, so don’t get left behind. In 2017 alone, over one quarter of our all time reviews on Capterra have been generated in record time. Frequent review collection is picking up momentum and often leads to better search rankings, higher traffic and lower bounce rates for your listing.

Reviews are Powerful Branding Opportunities

Finally, reviews are great for your marketing efforts and should be included on your website, blog, email signatures and in your marketing collateral. If you have not already done so, be sure to grab your Capterra reviews badge and add it to your website to make it easy for potential clients to read your reviews, and for current clients to share their feedback with other software buyers.

It’s important not to bury your reviews in your marketing efforts — they make a huge difference in building trust and credibility with your audience! But, don’t forget that freshness matters. Make sure any quotes and testimonials you include on your website and in your sales efforts are from recent reviews and current clients to maintain trust.

Ready to collect more recent reviews?

If you’re feeling overwhelmed, we can help! Take a look at our Reviews as a Service program, which makes it as easy as possible to quickly collect more reviews from your clients. The best part? We believe in the power of reviews so much to help your business see success on Capterra that it’s free to participate!

You can also take control of your online reviews and get starting collecting more new reviews regularly without tons of extra effort.

Here’s some easy ways to get started:

  • Create an email automation campaign to ask clients for a review during a stage of your sales cycle that makes sense for your business, such as after a renewal.
  • Build a few dedicated review collection contests or campaigns into your annual marketing calendar. Remember that review collection efforts can’t be one-and-done!
  • Promote your reviews and reviews badge at events, and bring iPads to make it easy to collect reviews on-site during conferences while you have client’s attention.
  • Add reminders to your calendar to read, respond to, and request new reviews each month, or establish a cadence that works for your business so they don’t fall off your radar.
  • Empower your sales and client success team members to regularly send your review form link to their happy customers. They are great resources to tap into since they are the front-line of client communication!
  • Still looking for more inspiration? Read our past post that shares 18 easy ways to collect software user reviews.

What successful strategies have you used to collect and showcase your reviews? Let us know in the comments!

Looking for Purchasing software? Check out Capterra's list of the best Purchasing software solutions.

About the Author

Kari Miller

Kari Miller

Kari is the Reviews Marketing Manager at Capterra, focusing on helping software vendors build their online reputation. Originally from Annapolis, Maryland, Kari graduated from Elon University before moving to the Washington, DC area. During her free time, she loves traveling, trying new recipes, and listening to live music.


Comment by ruth on

I totally agree with your points….customer reviews gives a positive feedback and build the brand recognition.


Comment by Judy Caroll on

I believe that reviews build trust. Some of the customers scan for reviews to support their decision. They tend to trust a brand through recommendations and positive feedback.

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