Here’s an interesting read.
When you shop online, there’s often customer reviews posted beside/below the item.
Reviews Aren’t Reliable
They’re not reliable. We don’t know who wrote them, we don’t know their qualifications, we don’t know their biases. So we can’t trust the review. And yet, they’re effective.
This study says:
- 65% of potential consume electronic buyers were inspired to buy a different brand after reading a review
- 80% of those surveyed said they’re concerned about authenticity of reviews, yet 77% prefer consume reviews over editorial reviews
- Average consumer reads 11 reviews before making a decision. (So that 1-star review might not matter so much)
- 32% look for “fair and reasonable” reviews, 27% influenced by a well-written review, and 25% look for technical data
- So: a well-written review (spelling, spacing, grammar) will have greater influence than a poorly-written review
- Whether the review has a name or is anonymous doesn’t matter
Some food for thought there.
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