(Unfair) Importance of Newest Review

I was on a product page that had 562 reviews with an average rating of 4.7 out of 5 stars. 96% of respondents said they’d recommend this product to a friend. That’s amazing, right? We’ll, it depends.

While the overall stats are impressive their latest review was very negative:

Bedinabox.com_Review

This one negative review stopped me on my tracks. It’s silly to focus on the latest review when the next 4 have 5 star ratings, but who said shoppers were rational??

So, what is the etailer to do? They have 3 options:

1: Moment the review came in they should have posted a review reply stating they’ll fix the situation.
2: They could have sent an email blast to people who made a purchase in the last 60 days but didn’t post a review. This would effectively push the negative review lower.
3: They could have added a graphic like this to the right of the review:

Bedinabox_com_Review_Response

Option #3 can only be used sparingly. If you apply this tactic for every negative review then it’ll lose its potency. Use it only once on a popular product page.

One thought on “(Unfair) Importance of Newest Review

  1. Really great ideas! Related, I also appreciate when companies default sort the reviews by user votes (e.g. Most helpful) because other buyers corroborate that view lending it greater weight.

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