Measuring Conversion Rates Based on Google Review Star Ratings

Google review star ratings significantly influence conversion rates on Google Business Profiles, with a 0.1-star increase boosting conversions by 4.4% and a full 1-star increase (e.g., from 3.0 to 4.0) driving a 44% uplift.

Key Metrics from Research

Studies by SOCi analyzed thousands of Google profiles, defining conversion rate as the proportion of searches (profile impressions in search results) that lead to actions like calls, directions requests, or website clicks.

• Average baseline: Profiles convert at 2.3% to 4.2% of searches monthly, generating ~7,927 impressions on average.
• Star rating impact (month-to-month changes of 0.1–1.0 stars):

  Star Increase	Conversion Boost
  0.1 stars	4.4%
  1.0 star	44%

• This effect exceeds other factors like review volume, where 10 new reviews yield only a 2.8% increase.

Additional Influences on Conversion

• Review responses: Responding to 100% of reviews (vs. none) improves conversions by 16.4%; every 25% responded adds 4.1%.
• Revenue example: For a business averaging $30 per transaction, a 0.1-star gain adds ~$440 monthly revenue.

Measuring Conversion Rates

Use Google tools tied to Google Business Profile data:

• Google Analytics 4 (GA4): Calculate as conversions ÷ sessions/users (e.g., via scorecards in Looker Studio).
• Track profile-specific actions (calls, clicks) directly in Google Business Profile insights for review-rating correlations. General formula: (\frac{\text{Conversions}}{\text{Total Interactions}} \times 100).

Businesses see stronger effects from rating changes than review count alone, based on linear regression of scatter plots. Data is from 2022 analyses; recent trends may vary.