In this digital era, consumers now know that they can get easily manipulated by businesses and their advertising tools while making a decision. People want to know the reactions and experiences of others. And as we all know that there are two sides of every coin; that’s why a complete 5-star rating is not very influencing.
It’s not believable that all the users had a satisfying experience. Consumers find it too good to be true, and it generates conflicts and dissonance, which is not suitable for businesses. In a study by PowerReviews, it was showed that about 82% of consumers actually look for negative reviews.
A survey by Womply on the impact of reviews on small businesses presented that businesses with a rating between 3.5 and 4.5 stars earn more sales than any other rating. Besides, stores with a 4.0 – 4.5 rating make an additional 28 percent in annual income. It’s even riskier to have an overall perfect score because it creates high expectations. And if the product/service fails to meet that benchmark, it results in a disaster on the consumer following.