Similarly, half of the people surveyed (50%) don’t trust reviews if they know the business asked their customers to leave them a review.
Nearly two-thirds of respondents who read reviews (64%) believe that those that were contributed after a business asked for the review are biased. Many businesses pride themselves on their customer service, so it’s challenging to make an issue right if there’s no feedback to respond to. Consumers are less likely to trust reviews when businesses ask for them Not only are ratings with no review text unhelpful to many consumers, they also deny business owners the opportunity to respond and address a negative customer experience. Since there is no text, there is often absolutely nothing you can point to that will convince Google that it violates their guidelines.” They are also the most difficult type of negative review to get Google to remove. Google My Business product expert Joy Hawkins, who owns Local Search Forum, Local U and Sterling Sky, wrote in Search Engine Land, “One-star ratings with no text offer little value to customers since they provide absolutely no context to support the rating. Of course, business owners are consumers too and they mirrored those same sentiments - 72% of those surveyed say they prefer reviews with at least 16 words and a star rating, and a mere 4% say they prefer only seeing ratings. Relatedly, nearly three in five survey respondents (59%) believe the most helpful review would be between 16-50 words in addition to a star rating. According to a 2020 report from FTC Economist Devesh Raval, nearly a quarter of the Google reviews he analyzed had no text associated with them. Additionally, close to three in five (59%) believe that a rating without review text should not be considered a review at all, yet platforms like Google will incorporate ratings with no text into a business’s overall review count. In fact, only 3% of respondents say they prefer ratings with no text. A star rating without review text makes it hard for consumers to trust it, which is why Yelp has always required ratings to be accompanied by actual reviews. Nine out of ten people surveyed who read reviews are more likely to trust those that include a written review over just a star rating with no words. 97% of respondents believe that written reviews, alongside a star rating, are the most helpful type of online review of a local business. Consumers value review quality over quantityįor an overwhelming majority of people surveyed, their ideal review includes a description of someone’s experience. Overall the survey found that people who read reviews value quality over quantity, unbiased reviews, and transparency - all of which align with Yelp’s policies for maintaining content integrity. And 3 in 4 say that they are reading more online reviews now than they ever have in the past. Of the people surveyed who read reviews, 7 in 10 say it’s rare for them to go to a new business without first checking out the reviews.
A new survey* commissioned by Yelp and conducted by Kelton, a Material Company, polled 1,500 Americans to uncover what makes a review trustworthy to them. In today’s world, online reviews are ubiquitous so it’s important that consumers have access to review platforms with reliable and trustworthy information.
0 kommentar(er)
