Like or dislike, just two stars or five – online customer reviews are already one of the most important components in the purchasing decision-making process. Good customer comments have become an indicator of product quality. According to research conducted by the digital media club Bitcom in October 2021, 54% of users of 1,109 online shopping portals are guided by other customers' comments when purchasing a product.
Reviews from other users are especially valuable when it comes to electronics or travel. Tripadvisor members read reviews about a hotel before booking a hotel. Considering the opinions and experiences of others gives them more confidence that they will receive the service they pay for.
However, this trust is not always justified. It is no surprise that many companies often resort to so-called "fake reviews," which are either purchased or fabricated to benefit the company or to tarnish the company's reputation in the eyes of others.
| Why do we trust the opinions and advice of strangers, friends, and acquaintances more than experts? |
Whether we're planning to buy a book, a new computer, or a trip, as consumers we take cues from the social behavior of others. This phenomenon is called "Social Proof" in marketing and refers to the orienting of human behavior to the experiences of others.
We have a certain expectation that online commenters know more about a product than we do and have more information about it. If we come across positive comments from the majority, we conclude that "what the majority likes cannot be bad."
Not everyone has the willpower to read the sea of information on the Internet. It's hard to keep track of the huge flow of information, so it's easier to observe how others are doing.
| It seems that the opinion of the masses is considered more authentic, credible, and intelligent than the views of individuals. If many individuals commit the same action, it already amounts to the wisdom of the masses. |
If we draw a parallel with the collective actions of ants, birds, or fish, we are dealing with collective intelligence.
The above image also demonstrates that collective opinion does not always automatically lead to the right decision. A crowd is only smarter when the individuals within it have the right to freely express their opinions and make decisions independently of others.
For an online review to look credible, a four or five star rating is enough. The number and relevance of reviews also indicate the positive side of the product. For example, it would be good if the product had at least 5 to 20 reviews to look more credible. Advertising or promise-type formulations are more likely to arouse suspicion. Also ineffective are general phrases such as "I am satisfied with everything" or "This is not what I expected."
Comments that provide specific and detailed information about a product or offer seem especially credible.
"I chose the hotel for a business trip. The hotel is centrally located and a 5-minute walk from the station. Friendly atmosphere, amazing rooms with a small balcony, a desk and a modern bathroom. The quiet location makes it an ideal place to relax after a stressful day."
However, often critical comments can also be helpful, because they show potential customers what weaknesses a product or company has. If we completely remove negative comments, our offer will seem less convincing: “It sounds so good, it’s unbelievable.” Customers don’t expect everything to be 100% perfect with a product. But they do expect that when something goes wrong and this is reflected in the comments, the manufacturer will respond to the criticism with business arguments and turn the situation around for the better.
Under such circumstances, the wisdom of the masses certainly has a justification in the case of online comments.
