Can you recall what it was like not having the web? When we picked up the phone to check out a business?
47% of consumers rely on online reviews about products or services on company websites before making a purchase decision. These results highlight the importance for organizations to have up-to-date reviews; but how trustworthy are those reviews?
“Mr. Handyman wasn’t very handy”, “I was impressed by how fast the HVAC Tech responded….”
You may think user reviews are posted by your typical shopper. But consumers beware because you can't believe everything you read.
It's not unusual for those rave user reviews to be written by people who work at the company or who are paid to write the recommendations. In fact, many companies are opting for paid reviews these days – you hire a blogger or content writer to highlight the positives about your business and even exaggerate a little.
However, this form of reviews isn’t legal; a chain of cosmetic surgery clinics was fined $300,000 because its employees published positive reviews and engaged in deceptive commercial practices.
It’s impossible to determine a service’s effectiveness by reading the sales page; along with positive reviews you also have plenty of unworthy negative reviews. How would you really know which one to rely upon?
Several popular consumer review sites have sprung up over the years, some better than others and some controversial for their practices;
1. Angie’s List
2. Yelp
3. Pissed Consumer
All of these websites provide the same basic services however they all have different guidelines in which consumers are able to place a review about the business.
What are some warning signs of suspect reviews and how do you distinguish the good from the bad?
• When there's no mention of personal experience with the item.
• When the reviewer only lists the pros and not the cons.
• What’s the language tone? Is it full of selling and hype? Too good to be true? If so, it’s probably not a good review.
• Is there any actual value in the review? Any meat and potatoes details about the product or service?
• Look for reviews that set out both advantages and disadvantages of the product or service.
Also be on the lookout for sponsorship disclosures. But they can be hard to spot, so look close at the bottom of the page.
Also, compare the reviews to other online reviews. Don’t rely upon one website before making your decision. And how about picking up a phone and asking the businesses a few questions of your own? We do still use telephones, you know?
The bottom line is to be skeptical. Before you buy, check lots of sources.
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