Avoiding the Pitfalls of Online Reviews
A string of glowing five-star online reviews often seal the deal for us when it comes to making a purchase or picking a restaurant — but can you really trust them?
Is the Review Reliable?
According to a 2023 survey, more than 99% of the shoppers perused online reviews from time to time, with about 87% regularly trawling the net for consumers’ views on products and services.
Fake Reviews Abound
Up to 40% of these online testimonials are unreliable, according to a public interest research group, and these fake reviews are estimated to influence $152-billion worth of online spending annually.
How to Spot Fake Reviews
Kay Dean, a former federal criminal investigator and online review fraud investigator, offers the following tips to avoid getting duped by fake reviews:
1. Too many five-star reviews?
If a business has an abnormal streak of five-star reviews over a very short period of time, sometimes with little to no text at all, it’s a clear red flag, Dean warns.
“Or if you see a negative review followed by a string of five-star reviews, that’s suspicious, because sometimes businesses will try to bury legitimate negative reviews.”
2. Check review writers’ history
Be skeptical of profiles of people that have left just one review. If it appears that an account was created just for that one testimonial, it is likely to be fake.
Other warning signs could come in the form of locked Google profiles, which Dean surmises could be one way fake writers hide their review histories from consumers. And if a business’ testimonial feed is littered with reviewers whose profiles are locked, it warrants a cautious approach from consumers.
3. Who is the reviewer?
Be careful if a reviewer uses the name of a celebrity or a stock image, or some random photo as their display picture.
Additionally, if the reviewer has left a slew of testimonials from different parts of the world and in quick succession within a short span of time about a particular business, it’s worth being a bit more cautious.
4. Pictures, posts and lies
While reviews with all stars and no text are suspicious, be just as mindful of reviews that are detailed.
“People often think that detailed reviews or those with photos must be real. Not true,” Dean says, sharing an anecdote about how she’s seen photos from real estate listings being passed off as work purportedly done by home remodelers in several reviews.
5. Talk to real people
Ultimately, Dean’s most watertight tip is to talk to real people — getting the recommendations from friends and relatives instead of relying on virtual reviews.
“Get back to the tried and true method of getting your information by word of mouth.”
Conclusion
As e-commerce continues to rise, it’s crucial to be aware of the potential pitfalls of online reviews. By following these tips from Kay Dean, you can make more informed purchasing decisions and avoid falling prey to fake reviews.
FAQs
Q: Why do fake reviews matter?
R: Fake reviews can have a significant impact on online spending, with $152 billion worth of transactions influenced annually.
Q: Who is most likely to be duped by fake reviews?
R: Gullible consumers who rely heavily on online reviews are most at risk of falling prey to fake reviews.
Q: Can fake reviews be stopped?
R: While it is challenging to eradicate fake reviews completely, being aware of the warning signs and taking steps to verify the authenticity of reviews can help reduce the impact of fake reviews.
Q: What are the consequences of fake reviews?
R: Fake reviews can have serious consequences, including promoting low-quality and sometimes dangerous products, and putting businesses in a difficult position to maintain good ratings to gain a competitive edge.
Q: Why do people create fake reviews?
R: People may create fake reviews for various reasons, including to promote their own businesses or to spread misinformation.
