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Reviews play an important role in influencing whether potential customers or clients engage with the business. As per statistics, 86% to 90% of buying decisions are influenced by online reviews. They are also called ‘social proof’ and are the virtual equivalent of word-of-mouth promotions.
Website owners are well-aware of the importance of reviews for gaining the trust of potential customers. Many companies have review systems integrated within the website itself, which are called first-party review systems. Alternatively, customers can also leave reviews on external websites, which are called third-party review systems. Read on to know about the differences between the two.
In first-party review systems, the reviews are collected and published directly on the website. This means that the website owner has control over modifying and deleting unfavourable reviews. Due to this, the reviews shown on the website itself may not be real and trustworthy.
First-party review systems also allow the website owner to remove, edit or manipulate the order in which the reviews are presented. Therefore, positive reviews can be highlighted and negative reviews can be suppressed. These websites are not automatically cheating; however, the reviews are less trustworthy.
Third-party review systems are platforms which are not owned by the business and exist outside the website. Users can write reviews about their experiences on these platforms. Yelp, Google and Scamadaviser are examples of third-party review systems.
In a third-party review system, the business owner does not have the authority to edit or delete reviews, or change the order in which they are presented. Therefore, reviews on third party review systems are more likely to be legit
The reviews are managed by a third party which makes manipulation of reviews by the website owner more difficult. Website owners can only apply for removal or changing of the review via a third party. In case there is a deliberate attempt by angry customers or rivals to malign the company, the business owner can contact the platform to present their case and have fake reviews taken down. If their objections are not accepted, the reviews will stay up on the platform.
Since there are many different review sites and systems, we recommend users to check reviews on multiple platforms before making a purchase decision. Some of the popular review systems are as follows:
Google is the most popular reviews service that exists right now. It covers all the businesses that are listed on Google Maps or Google My Business (GMB).
With at least a third of the Earth's population using social media, it is likely that the business will have its page on at least one social media platform. Users can write reviews instantly on the business’ page.
Businesses cannot moderate this review system, however, do not trust it 100% since it is easier for people to spam on social media.
TrustPilot has established itself as one of the key third party review services. It is constantly expanding and covers all types of businesses.
It is the most popular review site for hotels, restaurants, flights and everything related to traveling. Many websites use Trip Advisor reviews to showcase the satisfaction of customers with their services.
Ausgezeichnet.org
Bazaarvoice
Bizrate
eKomi
E-Komerco
Feedback Company
Feefo
Hardware.info
Heureka.cz
KiyOh
Klantenvertellen
Kuchikomiking.jp
Osaifu.com
Poulpeo
PowerReviews
ProductReview.com.au
ResellerRatings
Reviews.co.uk
Reevoo
Shopper Approved
ShopVote.de
ShopAuskunft
StellaService
TrustedCompany
Trusted Shops
Trustpilot
Verified Reviews
Yopi.de
Yotpo
Zoorate
Of course, the reviews on Scamadviser, too, cannot be directly edited, removed or manipulated by the website owner.
A word of caution; while the website owner cannot directly manage the reviews shown on these platforms, manipulation still happens as website owners add reviews themselves, pay others to leave positive reviews and try to remove negative reviews at all costs (often threatening these review systems with lawyers).
Therefore, users are advised to use their own judgement regarding the authenticity of reviews and not take them at face value. To know more about how you can recognize whether reviews are fake or real, please read our article on How to Recognize Fake Reviews.
Reviews are a crucial factor to judge the trustworthiness of a business, but they should be considered in conjunction with other factors that may signal that a business is a scam. Read our article on How to Recognize Scams to learn about the signs to watch out for.
