The Number of Product Reviews Matters As Much As the Star-Rating

 

Consumers look to reviews before making a purchase, especially when shopping online. The credibility of these reviews is crucial to a company and product’s integrity. While star-rating is a key component in purchase decisions, the number of reviews that create that rating are taken into account.

 

In a study recently released by Baymard, usability tests revealed that consumers will choose a product with a star-rating closer to 4.5 than 5 based on the number of ratings those products have. It’s a matter of trust. This number of product reviews and its influence on purchase decisions is further demonstrated by the quantitative results of the study.

 

Baymard Study

 

The 5 star reviews became more trusted as the number of those reviews rose. However, if the number of 5 star reviews was insignificant on the product, people chose the 4.5 star-rated product. Despite a lower average rating, the product with a higher number of reviews was chosen more consistently among respondents.

 

The dynamic at play here is interesting, because many merchants have been most concerned with having high product ratings. The study lays to rest the unreal expectation that merchants should only get 5-star reviews if possible. Negative reviews can have a positive impact if they are few and far between. Consumers aren’t convinced solely on 5-star ratings. They want to know that the reviews are credible, and a higher number of reviews collected is deemed more trustworthy.

 

Because consumers are influenced not only by the rating, but the number of reviews collected, retailers should always display the number of reviews that have been collected for each product. 

Verified Ratings and Reviews
Transform Your Business

  • Shopper Approved Golden Star Drive More Visibility, Traffic, and Sales
  • Shopper Approved Golden Star Collect up to 10x More Reviews
  • Shopper Approved Golden Star Get More Trusted, Verified Reviews
  • Shopper Approved Golden Star Display More 5-Star Reviews in More Places
  • Shopper Approved Golden Star Improve Your ROAS
Shopper Approved Request Info button
Shopper Approved Official Icon

by Shopper Approved Team

Shopper Approved Team

Connect with  

Transform Your
Business Today

Choose an option below
5 minute Demo - Play Button
Watch Highlights Video

Here's a quick, powerful feature reel you can share with your peers.

Request Info Button
Request More Info

Ask us any questions, or request more info on our products and solutions.

30 Day Trial Button
Free 30-Day Trial

Start collecting amazing customer ratings and reviews right now.

Shopper Approved - Google Review Partner, Inc. 500, BBB Accredited Business, G2,Capterra Shopper Approved - Google Review Partner, Inc. 500, BBB Accredited Business, G2,Capterra
Trust Guard Security Scanned