Good Question: Can You Trust Online Shopping Reviews?
MINNEAPOLIS (WCCO) -- If you're buying a TV or a toy this holiday season, there's a good chance you're going to read an online review about it. According to the 2016 Deloitte Holiday Survey, 66 percent of researchers look at customer reviews on a company website.
But, can you trust online shopping reviews?
"The world has come a very long way and the vast majority of reviews you see are authentic," says Matt Moog, CEO of PowerReviews, a company that helps retailers manage their customer reviews.
Almost all major retailers keep close track of their reviews in-house or use a company like PowerReviews. In the past few years, many big box stores have beefed up that part of their websites to ensure the reviews are legitmate.
Last year, Amazon brought lawsuits against 1000 defendants for review abuse, according to a representative. The company also revamped its system to give weight to newer, more helpful reviews. Customers who want to leave reviews are required to make a $50 purchase.
Best Buy made it easier to read the reviews by reorganizing them into pros and cons. It also gives special online badges to reviewers who are considered verified buyers.
According to Moog, only 4 percent of the people who buy an item will write a review. His company screens them for profanity or personal attacks.
"We try to make sure the reviews are substantive about the products themselves," he says.
PowerReviews doesn't allow its clients to hide negative reviews. In fact, research done by Northwestern University and commissioned by PowerReviews found negative reviews can help sell the product. The most believable reviews aren't 5 stars, but rather 4.4.
"The presence of a negative review increased the likelihood a consumer will make a purchase," says Moog. "The reason is that they believe the positive reviews that much more."
Moog says when it comes to smaller or local businesses, there aren't as many verified buyers. Experts say consumers should be more discerning when it comes to those types of reviews.
