Over 100 Trustpilot users were interviewed by our consumer research and UX team. This was part of ongoing research to improve the products and services. Siri Shadduck (our UX analyst) discusses the results and the findings.
Reviews open up a world of possibilities. They are a way for consumers to make better decisions and help companies improve. That is music to our ears.
As UXers, our job is to make sure everyone has a great review experience. How do you improve your products and services? Through thoughtful design, we can improve our products and services.
We, Trustpilot’s UX Team, are like the John Cabots and Marco Polos of the world. We like to think that we are curious, open-minded, and eager to discover. Although you may think that the review space is boring (the beauty of hidden treasures and the grandeur of subcontinents), we find it fascinating.
The UX team spends much of their time talking with users, conducting one-on-one interviews, and running surveys. They also test concepts, prototype, and dig into trends and stats to help them achieve their goals.
These efforts have led us to two key questions.
- What is it that motivates people to read reviews?
- Why do people write reviews?
We have some interesting insights from our research. Part 1 of our research on why people read Overeview will be discussed in this article.
What series should I next watch on Netflix? Which insurance company is right for me and my family members? Which hip, trendy restaurant should I take my Tinder date to? These dilemmas may sound familiar. In this day and age, it is common to feel overwhelmed by the number of options available.
Even minor decisions can be hard and tiring, especially when there are so many options. The human brain can only process so much information at once.
Review your experience.
Reviews from consumers and general opinions serve as a summary of the wisdom of the population. They also act as a source of collective intelligence and give shape to the vast amount of information available.
Reviews can help people make informed decisions.
One of our consumers surveyed said:
“I love the way that consumers share their opinions and experiences with what they’ve purchased. It is very helpful to be able to quickly make a decision.
Consumers are increasingly spending more of their income on entertainment and travel experiences. Experiential reviews are very important because they can’t be traded.
Consumers don’t want their promises to be broken and they don’t want them to lose money or worse. Consumers look at reviews before making a purchase to find out if the company is likely to impress or deceive them.
One consumer says:
“Reading anecdotal reviews can often be very informative …. Shops and services talk a good online game, but sometimes it’s just fluff – you get a better idea of what these companies really are like and whether their employees are worth the effort.”
If a product is unfamiliar, consumers are more likely to read reviews. If a consumer is concerned about the price of the product, reviews are more important. Reviews are especially important for expensive items like electronics and home appliances.
Consumers are also interested in reviewing personal fitness and health products and services. Consumers are eager to try new products and services, but there is also a lot of skepticism. One surveyed shopper stated that “Everyone reviews when they want something new.”
Of course, when consumers trust the information they find, it’s easier for them to weigh their options and make a smart decision.
Reviews are only useful if they can trust. Customers can trust verified reviews to gain a sense of the company’s customer service. It is much easier to identify which businesses to avoid by reading reviews. This saves consumers both time and money.
One consumer stated that reviews are a great way to “get a real idea of companies before you part with your money.”
Let’s sum it up: People read reviews because they are:
- Provide valuable guidance from those who have used the product or service
- It makes it easier for shoppers and to make their decisions
- Attest to the reliability of a company
- Indicate the worst and best possible outcomes
- Give consumers insight into product quality
- You can see why over 88% of consumers trust online reviews to make informed purchases.
Another example of consumer behavior changing is our research. Traditional advertising doesn’t have the weight it used to. The consumer is smarter and has more information. They want to feel confident when making a purchase decision. Advertisements don’t help consumers make a purchase. They simply give them other options. Consumers who spend more time pondering a purchase will get more value from reviews, recommendations, or personal experiences.
This is a great opportunity for businesses to use reviews in their marketing, sales, and customer success. Customers will spread the word about you if they are happy. We’ve found that customers actively seek reviews. Why not give them what you want?