This page is part of a global project to create a better online reviews system. If you want to know more or give your feedback, write at [email protected] and we’ll grab a beer ;)
When searching for a product or service online, users typically follow these steps:
- Identify: “What do I want?”
- Calibrate: “Which businesses offer what I want?”
- Compare: “How do they compare? Which ones fulfill my needs best?”
- Confirm: “Let’s make sure it meets my expectations.”
Throughout these steps, users gather information in various ways: browsing the internet, seeking recommendations from friends, reading product or service descriptions, and, crucially, checking online reviews. Here’s how and when online reviews play a role:
- Identify: Sometimes, users have only a vague idea of what they want. Online reviews, like recommendations and product details, help clarify their needs. This identification process continues through the other steps.
- Calibrate: Users rely on average ratings and the number of reviews to narrow down options, especially when faced with many choices. Often, they set a rating threshold and dismiss businesses that fall below it $^1$. We’ll delve into this more in the “Threshold of Consideration” section.
- Compare: Readers compare offers based on various criteria, often unconsciously. They check descriptions but also turn to online reviews for more insights.
- Confirm: This is where online reviews have the most influence.
- Confirm the product/service description (“Does it really have this feature? Is it reliable?”). People seek reassurance, especially regarding their specific criteria.
- Learn details about features and performance $^2$.
- Check specific criteria not mentioned in the product description.
- Reassure themselves about what they value most (e.g., “I want to ensure this Airbnb is absolutely clean”).
- Find similarities: Users may not be fully aware of their criteria and need help identifying them.
- Envision themselves enjoying the purchase. Even if they’ve already decided, they want to relish the excitement $^3$.
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When users are most likely to check reviews:
- First-time purchase: New buyers are more likely to seek out reviews. Paradoxically, those with the most experience often don’t check reviews but are the best sources of feedback.
- Lack of external recommendations or uncertainty about them.
- No familiar brand in mind or wanting to compare even if they do.
- Distrust in the description, wanting to verify details or fill in missing information.