Over the last 20 years, online reviews have become woven inextricably into the consumer decision-making process.
The growth of online reviews has also accompanied the rise of consumer distrust toward brands, offering consumers easy access to third-party input on the products they want to buy. According to 2020 Trustpilot research, 89% of global consumers now habitually check online reviews — some named, most anonymous — prior to making a purchase, and they report doing it now more than ever.
However, today’s reviews fall far short in meeting consumers’ needs. It’s time we rethought and upgraded online reviews to deliver the information, dependability, and credibility that today’s consumers so badly need.