Customer reviews are a local ranking signal and critical input for consumers, more than 90% of whom read reviews before making buying decisions. A 2019 study found that a fraction-of-a-point jump in average star ratings can increase conversion rates by a remarkable 25%. Brands know this and have invested in developing review and reputation strategies aimed at boosting scores. And because online reputation has become so important, fake reviews have become a growing issue.
Despite frequent coverage in the press and increasing consumer concern about the integrity of online reviews, nobody has properly quantified the problem. We analyzed more than a million consumer reviews across five platforms to determine the prevalence and types of fake reviews, and which of the major platforms have been most affected. In this session, we’ll present detailed findings from this first-of-its kind study.
- How modest changes in review score impact consumer decisions and why 5-stars aren’t necessarily a good thing
- How consumer review-consumption strategies are adapting to the fake-reviews problem, as well as the brand ramifications of review fraud
- Results of a unique, proprietary study quantifying and comparing the problem of fraudulent reviews across the major platforms