Can You Trust 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?
The Statistics
According to a 2023 survey, more than 99% of shoppers peruse online reviews from time to time, with about 87% regularly trawling the net for consumers’ views on products and services.
The Problem
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.
The Impact on Decision-Making
Goh, a 28-year-old consumer, relies heavily on online reviews to make purchasing decisions. "Around 70% of my purchase decisions are made after scrutinizing these testimonials. I use them for attractions when traveling overseas. Accommodations for sure. Services and food." She uses reviews to assess costs, ambience of restaurants, and convenience of reaching a destination. However, she notes that she gets disappointed by online testimonials "so many times!"
The Concerns
Online review fraud investigator Kay Dean, who used to be a former federal criminal investigator and has earned her the title "fake review hunter," underscores the concerns. "Consumers are putting blind trust in review platforms that their algorithms are giving them," she says.
Tips to Avoid Regrets this Festive Season
Dean, who has been taking online fraud cases pro bono for the past six years, offers the following tips to avoid regretful purchasing decisions:
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. Or if you see a negative review followed by a string of five-star reviews, that’s suspicious, as 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. Especially so if a business is found to have many reviewers with similar "global" footprints that have appraised the very same stores — these accounts may be fake and the reviews could have been bought.
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
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
Online reviews, both real and fake, are not going away any time soon. E-commerce is set to represent 41% of global retail sales by 2027, up from 18% in 2017. This means online reviews will continue to play a critical role in purchasing decisions. And fake ones will continue to ensnare the gullible, often promoting low-quality and sometimes even dangerous products.
Frequently Asked Questions
Q: How prevalent are fake online reviews?
A: Up to 40% of online testimonials are unreliable, according to a public interest research group.
Q: How do I identify a fake review?
A: Look for abnormal streaks of five-star reviews, locked Google profiles, and reviewers with suspicious activity or geographic distribution of their reviews.
Q: Why are online reviews so important?
A: Online reviews significantly influence purchasing decisions, with a one-star increase in a Yelp rating potentially leading to a 5-9% increase in revenue.
Q: What is the impact of fake reviews on businesses?
A: Fake reviews can harm businesses by damaging their reputation and driving away customers, leading to lost revenue and a competitive disadvantage.
