Consider the following practices: Offer (and test) options While it’s important to include a mix of star ratings, it doesn’t mean brands shouldn’t emphasize top reviews. In fact, some shoppers might go so far as to ignore brands or products with only five-star reviews and look for a more genuine alternative. A mix of good and bad reviews demonstrates a brand’s transparency, and may well signal that the reviews displayed on your website are not fake or filtered. Healthy skepticism is growing for advertising, journalism and, so too, for perfect product reviews. They know that some negative opinions about a product, service or place are to be expected, and become suspicious when something is marketed as “perfect.” And as Amazon recently filed a lawsuit against more than 1,000 sellers of fake four- and five-star reviews, consumers are scrutinizing reviews more closely than ever before - and have reason to do so.Ī mix of good and bad reviews demonstrates a brand’s transparency. So when a consumer sees only five-star reviews, they smell something fishy, something that causes their BS meter to go off. Why are five-star reviews too good to be true? We think it’s authenticity. Products with five-star ratings were less influenced, likely due to today’s skeptical consumers’ “ too good to be true” sensibilities. Having a few less-than-perfect reviews decreases a product’s average star rating, but grows the business more. In fact, product purchases were most influenced by reviews with an average star rating between 4.2 and 4.5, according to research from GetApp. Northwestern University’s Spiegel Research Center and PowerReviews found that, in moderation, bad reviews actually help boost sales. Recent data analysis across 40 product categories looked at the impact of reading reviews on purchases. And yet, it’s the presence of less-than-five-star reviews that can actually be what drives purchase. As such, they work hard to drive the highest ratings they can. Tom Collinger is the executive director of Northwestern's Spiegel Research Center.īrands know that customer reviews play an integral role in consumers’ purchasing decisions, especially online.
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