When we said that many people check reviews before buying anything, we actually meant that up to 98% of consumers read them before making a purchase. They’re even more likely to do so when the product is more expensive or when they’re buying it for the first time.
49% of consumers also say that they trust these reviews as much as personal recommendations from friends and family. However, 82% look for bad reviews to gain a better understanding of what to expect from the product or service.
Since people never had such a variety of products to choose from, nowadays, they have to make smart choices to ensure they get the most bang for their buck. And when there’s evidence of commercials marketers not always being truthful, they tend to believe other people’s reviews on the products better.
Relying on others to make a purchase decision isn’t a new thing, as it appeared together with capitalism. However, in the digital landscape with the high and varied supply of goods, online customer reviews have become more useful than ever.
The main factor that drives people to check online product reviews is uncertainty. People want to be reassured that they’re making the right decision, especially when it comes to spending their hard-earned money. And online reviews satisfy this craving, as they represent real-life experiences and offer a glimpse into the quality, value, and reliability of the product or service they consider buying.
Online reviews act as a form of social proof that could be more effective and reliable than advertising in influencing their purchase decisions. In psychology and sociology, social proof is a phenomenon wherein people copy the actions of others when choosing how to behave in certain situations. Social proof in the form of reviews helps customers make a decision, feel confident in their choice, and be a part of society.
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However, not all reviews should be trusted, as research shows that up to 30% of them online are fake, while 16-50% could be manipulated to suit the brand. False feedback is often written by paid individuals or robots and often misrepresents the genuine customer experience and is very misleading and deceptive.
It can be difficult to spot them, but there are a few telltale signs that consumers can look out for. Like, for example, reviewer history. Usually, fake reviews are left by profiles that are newly created and have few reviews or have posted them in unrelated categories. Then, look at their use of language. If they’re using overly positive or negative language, it can be a red flag. Authentic feedback tends to be more balanced and includes both the positives and negatives.
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