The article suggests that review sites could improve their value by requiring reviewers to submit a receipt number, case number, or transaction date along with their review to verify their experience with the merchant. It also suggests the use of natural language processing and optical character recognition technology to validate reviews. The article concludes by advising consumers to approach review sites with skepticism and for merchants to respond to all reviews, maintain lists of satisfied customers, and reach out to review sites if they have been unfairly targeted.
Key takeaways:
- Review sites, a product of Web 2.0, are often the first stop for consumers researching goods and services, but they are plagued by fake reviews, which can be bought online in bulk.
- Trustpilot, a widely known review site, reported that 5.8% of the total reviews posted in 2021 were removed for being fake, indicating a growing problem with fake reviews.
- Review sites could improve their value by requiring reviewers to submit a receipt number, case number or transaction date, along with the review, and by introducing natural language processing and optical character recognition technology.
- Consumers should approach review sites with skepticism and businesses should respond to every online review, maintain lists of satisfied customers, and reach out to review sites on social media if they have been unfairly targeted.