People have always placed a lot of credibility in the reviews of others. On Amazon, eBay, Yelp or TripAdvisor, when they read what other consumers have said about products and services purchased, they place a higher value on this than any direct advertising from the company. This should not be a surprise since consumers see it as unbiased. But is it and how accurate are these reviews in judging the real performance of the product?
Here is what is wrong with peer reviews:
- Consistency among star ratings. No one really knows what constitutes a five-star rating and what is a one star. Everyone’s scale is different so it is nearly impossible to tell. Some customers are generous scorers and others are painful critics. What one person sees as single star could be a four star to another.
- More lovers and haters post reviews. There are three types of customers that post most reviews. People that really like the product, people that really hate it and anyone being paid to do it. Realize that reviews by their very nature are going to skew toward the passionate positive or negative and may not reflect the opinion of the majority of customers who may fall somewhere in the middle.
- Gaming the system. Many companies try to pump up their ratings by offering incentives to people that post positive reviews about their business. While there may not be anything inherently wrong about this, it does skew the results in the company’s favor and is not a representative view of what the majority of the customers think. This happens because if a consumer is asked by the company for a review and is given an incentive to complete it, they are likely to be more positive in their comments.
- Fake reviews. These can either be very positive which are posted by friends or very negative which may be posted by competitors. Either way, they are inaccurate since they are not from customers. Amazon is now being very aggressive suing fake reviewers.
How to add credibility to your company’s online review ratings:
- Encourage everyone to post a review. Follow up with customers with an email and a link. Do not offer any type of reward or incentive. Thank positive reviewers and be empathetic to the negative ones. Get details about their actual purchase when necessary. This will help make sure that they are actual customers and if there are actionable steps the company needs to take to improve. This type of user generated content will also reach the search engines for better organic placement.
- Delete only fake reviews. Do not delete bad reviews. Instead, respond with understanding and a solution. Companies that respond to negative reviews by wanting to fix the problem are viewed more favorably than companies that do not display bad reviews.
- Give a suggested ratings scale. Suggest to customers what a one-star review should be and what a five star one could be to get more consistency. For example explain: “Rate your experience as a one star if we did not meet your expectations. Tell us exactly what went wrong and how we can remedy the situation. Rate your experience as a five star if we far exceeded the expectations you had for the product and where we excelled.”
- Do not repeat reviews in multiple places. Some software will also automatically place the review on the company’s website, Facebook, and Twitter. This duplicated content will be viewed negatively by search engine algorithms. In addition, if a prospect reads the same review in multiple places, they will become suspicious and may think it is fake.
- Place reviews on multiple pages of the company’s website. This again will add to search engine rankings. It also is a constant reminder to prospects of how good the product or service is. Many of them may not get to the page where all the reviews are listed.
What story does your reviews say about your company?