Lately, Customer or user experience becomes a hot topic. Analysts found that providing people with enjoyable experiences across all the touchpoints is highly important. This actually incentivises the users/customers to potentially make repetitive visits or purchases.
online users rely considerably on reviews and stars rating left by old buyers. In fact, these elements impact heavily the user's buying decision.
People are overwhelmed with the large number of products, services, and articles that are supposed to fulfil the same basic needs. It might be for instance "the best practices to make more money online", "the best hotel in the city center" or "the best pizza in the area". People with no previous experience or those who seek new experiences trust the reviews and the stars attributed by previous users. Generally, more stars attributed and positive reviews left, more the users are likely to visit or buy.
Tree questions come to mind at this particular moment.
Do all the reviews weight the same?
How authentic and trustworthy are they?
Are users aware of the difference?
Reviews can be generated either by verified buyers/users or anonymous ones: when it is from a verified source, in general this last have been asked by email to leave a review after an interaction with the brand's online shop or a retailer, this action most likely involved recording the user's details for a post purchase purposes. In this case, it is possible to relate the review to a transaction.
Anonymous reviews on the other hand, cannot be tied to a transaction. The consumer searches the brand's website in order to leave a review and rate the product or the service. In this case, it is not possible to determine whether a transaction has been really made or not. There is no sure way to find out if the service or the product in question has been tested and if the review and the rating are based on a real experience.
As said earlier, reviews from verified sources are basically triggered by an email from the company or the seller. The person has been reminded and motivated to leave a comment after use and this later will be made based on real experience. In most of the cases, reviews and rates from verified sources are positive reaching five stars because the user requested the service/product or bought it with the certainty it will suit and fulfill his or her needs.
On the other hand, an anonymous review is a result of self-motivation and the person is more likely to have an extreme opinion, in most of the cases a negative one. Moreover, anonymous writers tend to write longer reviews and attribute fewer stars.
In addition, analysts found that reviews from verified sources tend to have higher starts rating and they are consistent over time while reviews from anonymous sources tend to get worse over time with a decrease in the stars attributed.
It is possible to explain this phenomenon as it follows: a self-motivated anonymous review cannot be tied to a transaction and the person who posted it cannot be verified. Perhaps it originates from an in-store person and this person has extreme incentives to find the brand's website, to write a review. when he lands on the comments page he or she finds the reviews current volume and the average stars rate. as a result, the anonymous consumer/user judgment might be biased and his submitted review might be affected heavily.
Also, It is not sure whether the next person who will land on the comments page know the difference between the two types of reviews posters or even if they will accord enough importance to this details reason for which it is important to preserve the reviews authenticity
Recommendation:
Follow @IElmhadder
online users rely considerably on reviews and stars rating left by old buyers. In fact, these elements impact heavily the user's buying decision.
People are overwhelmed with the large number of products, services, and articles that are supposed to fulfil the same basic needs. It might be for instance "the best practices to make more money online", "the best hotel in the city center" or "the best pizza in the area". People with no previous experience or those who seek new experiences trust the reviews and the stars attributed by previous users. Generally, more stars attributed and positive reviews left, more the users are likely to visit or buy.
Tree questions come to mind at this particular moment.
Do all the reviews weight the same?
How authentic and trustworthy are they?
Are users aware of the difference?
Reviews can be generated either by verified buyers/users or anonymous ones: when it is from a verified source, in general this last have been asked by email to leave a review after an interaction with the brand's online shop or a retailer, this action most likely involved recording the user's details for a post purchase purposes. In this case, it is possible to relate the review to a transaction.
Anonymous reviews on the other hand, cannot be tied to a transaction. The consumer searches the brand's website in order to leave a review and rate the product or the service. In this case, it is not possible to determine whether a transaction has been really made or not. There is no sure way to find out if the service or the product in question has been tested and if the review and the rating are based on a real experience.
As said earlier, reviews from verified sources are basically triggered by an email from the company or the seller. The person has been reminded and motivated to leave a comment after use and this later will be made based on real experience. In most of the cases, reviews and rates from verified sources are positive reaching five stars because the user requested the service/product or bought it with the certainty it will suit and fulfill his or her needs.
On the other hand, an anonymous review is a result of self-motivation and the person is more likely to have an extreme opinion, in most of the cases a negative one. Moreover, anonymous writers tend to write longer reviews and attribute fewer stars.
In addition, analysts found that reviews from verified sources tend to have higher starts rating and they are consistent over time while reviews from anonymous sources tend to get worse over time with a decrease in the stars attributed.
It is possible to explain this phenomenon as it follows: a self-motivated anonymous review cannot be tied to a transaction and the person who posted it cannot be verified. Perhaps it originates from an in-store person and this person has extreme incentives to find the brand's website, to write a review. when he lands on the comments page he or she finds the reviews current volume and the average stars rate. as a result, the anonymous consumer/user judgment might be biased and his submitted review might be affected heavily.
Also, It is not sure whether the next person who will land on the comments page know the difference between the two types of reviews posters or even if they will accord enough importance to this details reason for which it is important to preserve the reviews authenticity
Recommendation:
- The brand or the retailer have to ensure the authenticity of the review and that they are fraud-free.
- They also have to keep all the reviews bad or good and give to the user the needed freedom to make their own decisions
- Give to people original reasons to leave reviews. some people can be motivated with a coupon, for instance, others might be happy to know the brand care about what they think and if the product/service met their expectations
- Push the action through a post use email.
Follow @IElmhadder
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