I didn't expect 95% of customers rely on reviews of a product when shopping for their next purchase. This blog starts off by talking about how the design of the way reviews are presented confuse most customers and end up doing more harm than good.
The post talks about how most people will view positive reviews to make their purchase. Reviews that comment on the quality of a product, the price, and risk involved if they don't like the product (customer service, returns/refund policy).
They talk about rewarding negative reviews and how many people will also rely on negative reviews to make their decision in buying a product. Some of these negative reviews are based on things that aren't a permanent problem meaning than something irrelevant to the actual product itself. Meaning, delayed shipping time during the holidays, a bug that is currently worked on, and issues that aren't permanent to the product.
The post talks about negative reviews not always applying to everyone and the review being trustworthy to the customer. The reviews that seem to hold most value are related to customer service, refund issues, and the product not working in general.
People rely on statistics in sports, politics, and in this case product reviews. Seeing a detailed list of 1-5 star reviews is something customers rely on because why would you buy a product where over half of the reviews are negative reviews? There is nuance with these 1-5 star reviews because what is really the difference between a 4 or 5 star review?
What really matters is the amount of reviews and the average score it has. Surprisingly, 70% of customers would pick the one with the higher number of ratings despite its lower average. This means the customer trusts the product where more people have purchased and reviewed with a slightly lower score than less reviews and slightly higher score.
What I gathered in full from this blog is customers would rather trust the majority of people than the minority of peoples opinions of a product review. I feel when people are buying things from the internet they trust previous peoples experiences than what the actual retailer claims. Thus I feel it is important to maintain a positive customer relationship post-purchase with a good product than boast an incredible product with poor customer service.
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