The SaaS market offers a variety of products, mainly focused on CRM, HCM, and collaboration tools. In 2024, the UK ranked second after the USin the number of SaaS companies operating within the country, with 1,500 SaaS companies serving 293 million customers globally.

As a SaaS founder looking to market your product, you need a robust marketing strategy. With a tough and highly competitive market, how can you get your target audience to sit up and take notice of your SaaS product?

One way to do this is through SaaS product reviews.

Reviews play a key role in the buyer's journey and are equally important for SaaS products. 89% of global consumers check reviews before buying products online, and a further 88% admit that online reviews influenced their purchase decisions.

But just how important are reviews for a SaaS product?

Why Are Reviews Important for a SaaS Product?

Whether good or bad, when it comes to your SaaS product and marketing strategy, all customer reviews matter.

To understand the importance of reviews, you first need to be clear on an important aspect of consumer behaviour: the buyer journey.

The buyer journey is a map of all the touch points a potential customer interacts with, from awareness of your brand to arriving at a decision. When someone is looking to buy a SaaS product, they’re more likely to ask their colleagues or friends for recommendations. If they like what they hear, they may proceed to buy based on this information alone.

If this information doesn’t convince them of a product’s quality or suitability, they’re likely to look through various online SaaS review sites to support their friend’s or colleague’s recommendations.

The more reviews you have, and specifically, the more positive reviews you have, the better your business is likely to do. With good business comes brand trust and royalty, ultimately resulting in referrals and continuing the cycle.

How Important Are Reviews for a SaaS Product? 6 Reasons

1. Reviews Can Influence Sales

Winning trust is a real challenge in the competitive SaaS market. Customer reviews can give your SaaS product the much-needed foot in the door and help it stand out from the crowd.

All the slick marketing copy and flashy, animated demos in your product marketing strategy won’t compare to the influence and persuasive power of unfiltered SaaS product reviews shared by real users.

Why? Because customer reviews and SaaS product feedback are a subconscious signal to your prospective customers that your SaaS product is worth their attention.

Don’t worry if your SaaS product has a few negative reviews. Consumers trust reviews more if both negative and positive reviews are present. Generally, the more reviews you have, the better your sales are likely to be.

2. Acts as a Social Proof

Consumers are more likely to trust and invest in a product or service if they see others doing the same. This marketing concept is known as social proof, which greatly influences consumer behaviour. It assures customers that the product has been tried and tested and is likely to work as promised.

SaaS product reviews act as the ultimate social proof for SaaS products. They give assurance to your prospective customers that lots of other people have chosen your product for their business solutions.

3. Increase Online Visibility

Google is still the king of all search engines, so having positive Google reviews is essential for online visibility. Positive reviews, particularly on popular online SaaS review sites, like Capterra, can improve your online visibility and brand reputation.

Plus, search algorithms favour websites with high-quality user-generated content (UGC). When your customers talk about their positive experiences on online review platforms or social media, this can amplify your company’s reach.

In this way, reviews help you increase your online visibility and establish yourself as a known brand, attracting more customers as a result.

4. SEO Benefits

As well as generating sales and building trust, SaaS reviews also boost your company’s search engine optimisation (SEO) efforts. If you’re closely involved in your SaaS product marketing strategy, you’ll know the influence of customer reviews on your website’s search engine rankings and the quality and quantity of traffic you receive.

Reviews containing relevant keywords and phrases signal to Google and other search engines that your website is a valuable resource for prospective customers.

Rich snippets are review summaries that appear directly on search engine results pages. The star ratings that pop up against your brand name on search pages can drive traffic to your website and boost your click-through rate by 35% in organic search.

By encouraging customer reviews on your website, you not only build social proof but also contribute towards a long-term SEO strategy with a high payout value.

Save countless hours on your projects

Raise tasks in under 3 seconds using our revolutionary widget

5. Build Customer Trust

Building customer trust is the ultimate goal of any business, especially for SaaS. As we explained earlier, customer reviews act as social proof, serving as an assurance that the product is effective and reliable.

When potential customers read reviews talking about your product, they’re more likely to trust the brand and consider buying. Reviews can help you foster a culture of transparency and accountability and establish your SaaS company as a trusted entity.

Eventually, this helps you establish long-term relationships and encourages your customers to make repeat purchases.

6. Valuable SaaS Product Feedback and Customer Insights

Listening to feedback is an important part of any business’ growth strategy. Online SaaS reviews offer invaluable insights into the user experience, highlighting the strengths and weaknesses of SaaS products. Your company can benefit from having a deeper understanding of user preferences, pain points, and expectations when analysing customer feedback.

This first-hand information allows you to tweak and improve your products and build better customer support strategies.

When it comes to product development feedback, QualityHive supports your development team. Regardless of the SaaS product you’re developing, you can take advantage of our tool’s revolutionary features to flag bugs and Javascript errors through automatic screenshots or video recording, to simplify and streamline the overall web development feedback process.

Learn more about QualityHive’s features here.

Use QualityHive for SaaS Product Development, Use Reviews for SaaS Product Marketing

Making the most of customer reviews will help you cut through a highly competitive SaaS market. Make sure to use reviews as a strategic asset to propel your business forward.

From boosting online visibility to improving SEO and building customer trust, reviews can be a game changer in your SaaS product’s success story. So if you were ever doubting, "How important are reviews for a SaaS product?" remember that your customers are your best salespeople, and their success stories speak for themselves.

QualityHive’s next-level features aim to simplify the feedback process for your development team and help build robust SaaS products that shine.