I’m a skeptic I guess. Because when I read an online review or hear a customer testimonial, my first thought is usually, “that’s probably fake.” Of course, that could have something to do with all the stories I’ve heard directly from business owners who’ve had their friends and mothers write reviews in an effort to improve their online ratings. This seems pretty innocent, right? It’s not like Mom is lying. She really does think highly of your business. But if we’re honest, the person reading the review is expecting that it is an authentic, unsolicited review from an actual client.
And then there are sites that actually sell online reviews and even video testimonials for just FiVE BUCKS. I get that these people feel that they are “acting” and maybe that justifies the deception in their mind. But I don’t think that the client who believes these reviews and testimonials would be happy to know they were paid. Take a look:
Case studies on the other hand, tend to carry a little more weight with me personally – especially if they come from a reputable brand or company. I guess my logic is that because the case study is produced by the company that it is representing, there’s more liability to that company. If they were to falsify the content that is branded with their logo, promoting their product, they could get into some significant trouble. So when I read about a success story or great metrics in a case study, I’m more inclined to trust those things than I would be to believe an online review or testimonial.
Turns out, I’m in the minority.
I recently posted a very informal survey on my Facebook, asking my friends and family to answer three questions regarding case studies, testimonials and reviews. I had less than 100 responses, so like I said, very informal.
Turns out case studies are barely trusted more than they aren’t. Testimonials is split nearly 50/50 and WOW, MOST people are influenced by online reviews.
In all fairness, I guess I too am influenced by online reviews. Maybe I should have worded that differently. I like to think I’m smart enough to tell the difference between the real thing and a fiverr special, but who knows?
Speaking of online reviews, if you haven’t read my review of PopClickle, take a look. What I like about it is that it provides business owners a strategy for getting more authentic online reviews (without having to bother your mom.)
Click here to read what The New York Times had to say about fake reviews.
Thanks for reading.
David