Category Archives: Reviews

Are Younger Consumers More Tolerant of Bad Reviews? Or Do They Just Understand Them Better?

How Many Stars to Consider a Business

If your business has an aggregate star rating of 3 or less, you need to be concerned that shoppers might reject you out of hand. If, on the other hand you have a star rating greater than 4 most shoppers will accept you on face value. However we are seeing dramatically different standards within different age groups.

Several days ago I published surveys that clearly indicated that consumers perceive that a negative review corpus hurts a business more than positive reviews help them.
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I asked the following questions:

If you found a [business] online with negative reviews from customers, how likely would you be to choose it?

If you found a [business] online with positive reviews from customers, how likely would you be to choose it?

The surveys, in asking the questions in a broad way, left the question of what negative and positive reviews meant to the survey taker.

To answer the question of exactly where a searcher drew the lines I asked these two follow up questions:

When searching online for a local business, at what point on a 5 star review scale would you decide to NOT consider the business?

When searching online for a local business, how many review stars on a 5 star scale do you need to consider the business?

Here are the overal results to the first question (sample size 2500 American internet adults ages 18 and up):

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And the results to the second (sample size 2500 American internet adults ages 18 and up):

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It’s a little easier to parse this data by consolidating some of the results.  Essentially if a business is showing 3 stars or less, 82.8% would not do business with that business.

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Like wise, about the same percentage, ~84.5% would need to see something greater than 4 stars before considering any given business.

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And ~50% would need to see something greater than 3.5 stars to make the positive decision.

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The obvious conclusion from this, in a general sense,  is that if a business has a star rating greater than 3 than they will not be rejected out of hand and if they have star rating greater than 4 then most folks would consider that business favorably.

That make all kinds of sense but the research really turned up some interesting results when you started looking at the data by age group.   Continue reading Are Younger Consumers More Tolerant of Bad Reviews? Or Do They Just Understand Them Better?

Google Now Displaying Full Review Snippets in the Knowledge Panel

Off and on for the past few months Google has been showing reviews in the Knowledge panel for local searches. James Gibbons pointed out today that he was now seeing them more regularly. I would have to agree. This may be a more extensive test or it may be the new normal but many (not all) local listings with reviews are showing the snippets.

Interestingly while the specific review snippet comes from a single review, there are bolded/highlighted elements of the snippet that come from several reviews and the number is noted to the right. These highlighted snippets may or may not match the review summary snippets that are shown at the top of the about page.

They are, though, based on a principal word that repeats throughout the reviews. These bolded snippets are much more impactful when presented in the context of a full sentence. If the reviewer has a profile photo that will show as well. These photos add to a compelling presentation.

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It is not exactly clear why some listings show the reviews and others do not. (Note:These do not seem to showing on any searches in Europe, Canada or Australia yet.) For example both of these restaurants have 9 reviews. And both have 4 or 5 reviews done by users with G+ profiles. Yet one shows and one doesn’t. For reviews to show they need to have been created in G+ but that isn’t the only factor. It might be how current the reviews are as Tasta Pizza has had a review within the last month while the most recent for Angee’s is 8 months ago. Also note that in the example below, Google is only showing two review snippets not three as is typical. Another question to be answered.  If you have a theory why let me know.

Continue reading Google Now Displaying Full Review Snippets in the Knowledge Panel

Do Positive Reviews Motivate Consumers?

It seems intuitive that a negative review corpus would severely limit a business’s online opportunities. And likewise that a positive review  corpus would expand them. But these recent surveys indicate that a negative collection of reviews is much more likely to harm a business than positive reviews are going to help them.

In an effort to assist a client in quantifying the value of reviews and to help them better understand exactly what it would mean to a local business if they had negative or positive reviews, we conducted several large scale consumer surveys of 2500 US adult internet users 25 and older asking them whether they would be likely to choose or not choose a business with negative or positive review corpus.

As would be expected with a negative review corpus, ~85% of consumers indicated that they would be “not likely” or “somewhat unlikely” to choose a business with negative reviews. This response seemed independent of industry. It was heavily skewed toward the “not likely” with over 62% of all respondents indicating they would not be likely to frequent a business with negative reviews.

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However when asked the same question about positive reviews, consumers were nowhere near as likely to look upon positive reviews as reason to choose a business. Between 44% and 53% indicated that they were somewhat or very likely to chose a business with positive reviews. But the vast majority of those were “somewhat likely” rather than “very likely” indicating a degree of caution even among those that were predisposed to favor the business based on positive reviews.

47% and 56% of respondents indicated that would remain somewhat unlikely or not likely to choose a business based on positive reviews. That is a large degree of skepticism.  Continue reading Do Positive Reviews Motivate Consumers?

Reviews: Sometimes You Miss the Forrest for the Trees

dumbAmerican business is very focused on goals and measurements. This in particularly true is the sales world. Unfortunately when you treat reviews as the goal it can lead to bad outcomes. A review ask is one step in developing a long term relationship with a customer; it is not an end point. Making it a goal in and of itself can lead to bad outcomes.

Here is a question I received on Google Plus about review processes for a car dealer and my response (Full disclosure I am a principal in GetFiveStars.com an online review process management product which I think is pretty good but may bias my answers. )

Hi I represent a large auto dealership. This quarter we made it a priority to setup Google+ Local pages and start generating reviews. But unfortunately, Even though I have received over 100+ reviews I am seeing only 6 – 8 reviews on any page. This is causing the management to revert to other sites. Can you guys recommend if this issue is resolvable? As we have the quarter ending, we do not have enough reviews to show for all our work. Any recommendations from you will also be useful… 

My answer:
Well my first suggestion is to change
1)your expectations
2)your goals
3)and your methodology

My second suggestion… Continue reading Reviews: Sometimes You Miss the Forrest for the Trees

Reviews: If it is Good Enough to Do, It’s Good Enough to Do in Excess

footFile this under: Bosses come up with the worst ideas category or perhaps in the “it felt so good shooting myself in the left foot, let me do it in my right one as well” category.

This comment was recently posted on my GOOGLE: REVIEW CONTESTS VIOLATE GUIDELINES article from a Mrs G.

Mrs G. (1 comments)

So when is asking no longer asking. I work for a large company who is pushing the reviews so that they can get listed higher on the Google search engine. I mean wow, we are asking them when they come into the store, we are calling them and reminding them that we have not seen the review yet, we are going through our client lists and calling the ones we thing will give good reviews, now we are trying to get them to do the review on their phone before they leave the office. We even offer to use our phone if they did nor bring their and to help them sign up for a Gmail account if they do not have one. Are we going too far?

Dear Mrs G:

Remind me never to shop there.

Mike

 

Reputation Management Dilemma – The Review From Hell

This post recently showed up in the forums:

Link to your local Google+ page
Business name (as it is in your account): Bakersfield Funeral Home
Business location: 3121 19th Street, Bakersfield, CA 93301, USA
Business telephone: 661-871-8080
Business category: Funeral Home
Website: www.bakersfieldfuneral.com

An ex employee is trying to hurt the business after being fired for unprofessional misconduct. They made a fake google account and posted an abusive comment on our google listing and Google+ business page. Can you remove the comment and block his IP address from posting on our listing and Google+?

I followed the link to the local page and found this devastating (and only) review:

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He is in the funeral business so the obvious advice of asking your clients for additional reviews seems to be (wildly) inappropriate. “Gee I know that your loved one just died but if you were happy with the funeral would you mind leaving us a review?” or “Rate your funeral on a scale of one to ten, ten meaning you are willing to leave us a review.”  A clear non starter.

The only idea that struck me as reasonable was to encourage the businesses he does business with to add reviews from the G+ Pages per this David Mihm suggestion.

As Miriam Ellis noted to me in an email: Okay – that is truly terrible! Kind of made me wonder, if this is an ex-employee, if they actually made all of these details up or if any of it was true. 

Which is exactly the problem with this sort of review (assuming it is by an employee). It leaves the impression that it could possibly be true which really complicates the matter. Because of the way it was written it is very unlikely (although possible) that it would be removed by Google. If it is a fake employee review then the ex-employee really knew how to write it in a way that would be convincing.

Let’s assume that it is an employee. And that it is untrue.

What would you would suggest?

Is there a possible response that can be crafted to the review? What would it be?

Is this the rare time that legal action might be recommended?

Fake Reviews – Everyone is doing it, so it must be legal

I absolutely loved this thread at blackhatworld. The original poster asked:

Hi,

Does anybody know if it is illegal to sell fake online reviews?

I have heard about companies getting fined for posting / buying fake reviews, but can the seller actually get in trouble? If so then why does Fiverr allow you to post review gigs, I mean there is a whole section dedicated to them!

If it is illegal what I have in mind is putting in my T&C’s that all the reviews we post will be taken from other review sites for example:

If you have reviews on Amazon we will copy these and put them onto Review Centre.

Any advice would be appreciated!

A smattering of the answers that make it sound a bit more like dumbhatworld:

  • If you don’t say anything negative abut some one or some company it is probably legal. No one can punish you for good review even if it is fake
  • It’s not really illegal since there are so many people doing it..
  • Fake Review Not Problem But Need Different Different IP For Work
  • Slander is illegal so if you’re leaving negative feedback and lying in the process then yes it’s immoral and illegal. If, however, someone offers you a product in exchange for a review (much like what happens in the sales threads on here) then there’s nothing wrong with that, provided the review is honest and fair.

The answers went from dumb to dumber at least until one  poster finally posted a reasoned response based on some real (very painful) experience that I have covered previously:

I owned Glowing Reviews, which was sued by Edmunds last year for posting “fake reviews”, so I can answer with first hand info. (Just google ‘glowing reviews edmunds’)

Each country will have different laws, so I’ll answer with the US version. You need to read the FTC guidelines for testimonials(reviews) in advertising:
http://www.ftc.gov/sites/default/fil…mentguides.pdf

After consulting with attorneys, they believed that as long as a review could be tracked back to an individual it was ok. So, for example, if you collected reviews via comment card, phone call, and email and had a way to get back in touch with the customer, it would be ok to post.

At the same time, each site that allows you to post reviews (such as Amazon in your case or Edmunds in mine) has TOS that you’re supposed to follow. At every site you’ll find they require that the person posting the review is the actual person who experienced the service. So if you post on behalf of someone else, you’ll be violating the TOS.

I expected if any site ever got angry about me posting REAL reviews under my accounts, I’d get a C&D letter. I was wrong and got sued.

Someone else in this thread mentioned that it’s ok because everyone else does it. Well, good luck with that strategy. Lots of people do this, but do you always want to live wondering when you get the call from Wall Street Journal letting you know you were sued and what your comment is?

I can give more examples of legal issues causing headaches (twitter bots a couple of years ago, Yelp suing fake review posters, etc), but suffice it to say it’s probably better to find a better way to get your reviews up.

One more thing… If you incent the reviews in any way (Ie – leave a review on Amazon and you’ll get 25% off your next order), according to the FTC PDF I linked, they need to say that they are a paid endorser in their review. I’d expect to get sued less often by the FTC for “forgetting this” or doing it on a small scale, but if they decide to make an example of someone look out…

The bottom line? Fake reviews are illegal plain and simple. The rewards of fake reviews are positive. The risks on the other hand, while infrequent, are very high.

Reviews, SMBs & Google – Still Not Clear on the Concept

the_texas_chainsaw_massacre_imageThis story is so rich in the evolving complexity of reviews; the absurdly angry SMB, the frustrated poster and so rich a tale of service gone awry. A story of how decent service can become indecent service by the sort of reflexive behavior that is so common in the service industry. To say nothing of Google still not getting their review algo right and how that impacts their image in the market place.

This comment was just posted on an old post about Google removing reviews and I wanted to highlight it. I have not verified the story but it rang true.

I’ve noticed my review was removed, and I’d really like to know why.
Continue reading Reviews, SMBs & Google – Still Not Clear on the Concept

Google Reviews – New Quirks

Screen Shot 2013-12-04 at 8.41.35 PMLast week, with the rollout of the Places Review Monitoring system, we started to see some quirks in review count difference between the monitoring dashboard and the + Page.

Subsequently business owners, like Barbara Oliver, reported review count declines on their + Page and in the main search results. Barbara’s reviews went from 65 to 58 and then back up to 62 and today returned to 64. It has happened so frequently it has stopped being newsworthy.

However a new anomaly has been reported both in the forums and on G+ where the rating averages have dropped despite having nearly all 5 stars reviews and are different between the monitoring system and the + Page. Barbara’s rating dropped from 4.9 to 4.6.

Google does sometimes (arbitrarily?) knick your review rating so that the math doesn’t always add up but these reports do seem different.

We calculate an overall rating based on user ratings and a variety of other signals to ensure that the overall score best reflects the quality of the establishment. 

It’s often difficult to know whether these changes are just temporary bugs or reflect some new normal. Given the recent rollout of the monitoring system, my money is on the former but the spread is small.

 

Google Intros the Mother of All SMB Review Monitoring Systems

Google has announced on the Google and Your Business blog today that they have rolled out what appears to be the mother of all review monitoring systems today.

The system, a new module for the updated Places for Business Dashboard, not only shows Google based reviews to dashboard owners and managers, it shows every review that Google has found from the thousands of review sites that it indexes. In addition Google is providing review analytic reports for both the volume and rating stats of reviews from Google and across the web.

Google has also integrated the owner review response option directly into the dashboard and will now be showing those responses in the review panel on the front page of serps

Other Items of Interest

  • The rollout is global and will be available by days end to all new Dashboard users
  • The reviews from around the web are presented in snippet form
  • Yelp reviews are not included in the reviews from around the web view
  • Reviews can be seen and responded to by both account owners AND managers
  • The ability to respond in dashboard is limited to businesses with a fully social Plus page.

What’s missing

  • The functionality has not been added to the mobile version of the Places Dashboard for Android
  • There is no ability for a business owner to flag a review as inappropriate from within the dashboard. He/she must still visit the About page for the business to flag reviews.
  • There is currently no active feedback alerting the SMB to new reviews
  • There is no ability to limit whether a manager has access to provide responses or not.
  • No enterprise abilities to rollup reports across locations

Help Files – the updated Google Places Help Files covering this product:

What’s Important About this Announcement

For the first time since the dashboard was created Google is providing small business owners and their managers a reason to return to the dashboard periodically. The ability to monitor reviews from both Google and around the web, easily respond to the those reviews and quickly access those on other sites are all features that leverages Google’s strengths and provides a basis for Google engaging with more SMBs on a regular basis. Products of similar ilk have cost SMBs from $30 to $200 a month.

The rollout, one in a string of several recent upgrades to the new dashboard, indicates that not only is Google able and committed to adding new functionality to the dashboard on an ongoing basis, it signals that they are prepared to provide significant ongoing value in doing so.

The Places Dashboard has long been a once and done experience for SMBs. The analytics were the only reason for regular visits.  These analytics have been less than inspiring and often didn’t function leaving SMBs baffled and frustrated. Once a listing had been claimed and photos added there was little reason for a business to revisit the dashboard. The addition of social functionality, now provided automatically with every new claim, doesn’t occur from within the dashboard and while it might increase engagement for some SMBs it is not appropriate for all. Reviews are important to a much broader swath of the market.

Here are screenshots of the features: Continue reading Google Intros the Mother of All SMB Review Monitoring Systems