How Many People Use Review Sites for Making Food Decisions

Our consumer enquiry and UX team has interviewed over 100 Trustpilot users to empathise why consumers write and read reviews as part of ongoing research to meliorate our efforts and products. In this two-role article, our UX analyst, Siri Shadduck, goes over the results and what the research revealed.

Reviews open up a world of possibilities. They assistance consumers brand smarter choices and are instrumental to improving companies. And that is music to our ears.

After all, as UXer'south, information technology's our chore to provide a better review experience for everyone. How? By improving our products and services through thoughtful design.

Like the Marco Polos or John Cabots of the earth, we, the Trustpilot'southward UX squad, like to think of ourselves as curious minded people, bully to explore. While yous might call up the review space lacks much of interest (the grandeur of subcontinents, the perils of circumnavigation or the beauty of hidden treasures, to name only a few), to us, it'due south fascinating territory in its own correct.

To achieve our goals, the UX team spends a lot of time talking to users, doing ane-on-i interviews, running surveys, testing concepts, prototyping and digging into stats and trends.

Ultimately, these efforts have placed our focus on 2 pivotal questions:

• What motivates people to read reviews?
• What motivates people to write reviews?

From our research, we've come up across some fruitful insights. In this article, role 1, we'll exist discussing what the research revealed regarding why people read reviews.

Which series should I watch on Netflix next? Which insurance provider is all-time for me and my family? What hip, new restaurant should I accept my Tinder date to? These quandaries may sound familiar - in this day and age, it's common to feel bombarded by choices.

Decisions, even small-scale ones, tin be difficult and tiresome, particularly when nosotros're presented with so many options. Humans can just procedure and then much data at in one case.

Enter reviews.

Consumer reviews, and popular opinion in full general, sum up the wisdom of the general population and serve information technology as a means of collective intelligence, giving shape and structure to the wealth of information out there.

People read reviews to guide them in their decision making procedure:

As i of our surveyed consumers said:

"I like the way consumers share their own views and what they have experienced regarding what they take purchased. Information technology helps enormously to make a quick decision."

An increasing number of consumers are spending more of their income on experiences, like travel and entertainment. Experiences tin't exist exchanged - so experiential reviews agree a lot of weight.

Afterwards all, non every business organisation fulfills their promise, and consumers don't want to end up disappointed and sans greenbacks or worse. So before purchasing, consumers look to reviews to tell them a story about a visitor - is the business organization likely to dazzle or to deceive?

According to i consumer:

"Reading private anecdotal reviews is often very revealing.... Shops & services talk a good game online, merely sometimes it'due south all just waffle & fluff - you get to know what these companies are Actually like and whether their employees cut the mustard."

Consumers are also more likely to consult reviews if they're purchasing a product from an unknown brand, or to assess quality if the product is new to market. Reviews too affair more if a consumer feels the purchase is expensive. For example, reviews are sought after for high ticket items such as electronics or home appliances.

Similarly, consumers are very interested in reviews of personal health and fettle products and services. While consumers are keen to effort new things, in that location's besides often a degree of skepticism. As ane surveyed shopper put it: "Everyone reads reviews when they desire to attempt something new"

Of form, when consumers trust the data they detect, it's easier for them to counterbalance their options and brand a smart decision.

When it comes down to it, reviews are only meaningful if they can be trusted. Verified reviews let consumers to get a trustworthy sense of how companies treat their customers. Reputable reviews brand it much easier to figure out which businesses to avert, saving consumers time and hard earned coin, two very precious resources.

As ane consumer put it: reviews help you "assemble a truthful idea well-nigh companies before parting with your money."

To sum up - people read reviews because they:

• Offer valuable guidance from people who've used the service or production
• Go far easier for shoppers to decide
• Attest to a company'south reliability
• Indicate what'southward the best and worse that could happen
• Requite consumers insight nigh product quality

You can meet why over 88% of consumers trust online reviews to make informed purchases.

Our research is yet another instance of the change in consumer behavior. Traditional advertising doesn't have the weight information technology used to. Consumers are smarter, they have more information at hand, and they like to feel like they've made the right decision when it comes to making a purchase. An advertisement doesn't help a consumer make a buy, it just gives them another options. Reviews, recommendations, and personal experiences conduct a much college value for consumers who take the time to be more deliberate with a buy.

Businesses should be taking advantage of this and use reviews in their marketing, sales, advertising, and even customer success. Brand customers happy and they're likely to spread the word on your behalf. Better still, we've learned that customers are actively looking for reviews, so why not give them what they want?

Sparked your interest?

Read part 2 of our inquiry, and watch our latest video to find out a little scrap more nigh Trustpilot and asking a demo by clicking the link below.

Find out why reviews are key to any visitor's success

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Source: https://business.trustpilot.com/reviews/learn-from-customers/why-do-people-read-reviews-what-our-research-revealed

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