---
title: "Consumer reviews: beware of 5 stars"
description: Consumers don't trust overly glowing reviews of a brand or product. Beware of 5 stars!
---

[Super Agency Blog](https://inbound.lasuperagence.com/en/blog-agency)

# [Consumer reviews: beware of 5 stars](https://inbound.lasuperagence.com/en/blog-agency/avis-de-consommateurs-mefiez-vous-du-5-etoiles)

 Written by [Sarah Mouton](https://inbound.lasuperagence.com/en/blog-agency/author/sarah-mouton) | Sep 28, 2021 11:50:51 AM

Brands have long found that consumer feedback plays an important role in making purchasing decisions, especially online.

But the [latest scandals at Amazon, TripAdvisor or Allociné](http://www.atlantico.fr/decryptage/business-avis-truques-enquete-qui-revele-dessous-tripadvisor-et-autres-sites-recommandation-nicolas-bordas-2398301.html) have highlighted the fact that these reviews are **not always ironclad authenticity**.

Many online businesses strive to garner the highest ratings **to attract more customers**.

And yet, we have seen that it is **the "credible"** notes, and not necessarily the ones closest to perfection, that bring in the most sales.

######  "Trying too hard to please, you end up disliking yourself"

A recent study analyzing the impact of ratings on sales of about 40 different products found that bad ratings **(to some extent)** can help improve sales ([Northwestern Spiegel Research Center study](http://www.tandfonline.com/doi/pdf/10.1080/0267257X.2015.1134628)).

It actually appears that the ratings that most influenced the purchase decision were in the average **around 4.2/5 and 4.5/5.** Products enjoying a 5/5 rating benefited less from improved sales.

This is due to the rather skeptical attitude of consumers who now say to themselves **« "it's too good to be true "»** when they see 100% positive ratings.

So getting a few less enthusiastic reviews lowers the overall rating and can increase sales.

### Why doesn't a perfect score inspire buyers?

From experience, any product or service can make people unhappy.

This is even often the case because we know well that a disgruntled customer will be quicker to share his anger than the satisfied customer.

So, a (favorable) mix of good and not-so-good reviews show **the transparency of a brand** and this legitimizes the totality of the published ratings.

### What should you do about your consumer ratings?

###### Positive or negative reviews, your customers have their say!

#### - Evaluate the content

The content itself must be analyzed. A negative review filed by one consumer may be **positively perceived** by another consumer.

In fact, if the first one complains about the [color of the product](https://inbound.lasuperagence.com/blog/infographie-influence-couleurs-taux-de-conversion-leads) that they think it's the wrong shade of red, or that it's too big, that can be a very good reason for **a second customer** to decide to buy.

#### - Keep negative content

82% of Internet users are specifically on the **lookout for negative content** when they are hesitant to buy a product. So this type of content needs to be offered to them.

In addition, by offering customers the opportunity to express themselves about their purchase, the number of reviews - good and bad - will necessarily increase accordingly.

#### - Analyser

When a brand is looking to improve its product or service, these ratings are**a great feedback** that helps make improvements.   

Consumers expect brands to offer products of impeccable quality but also to respond to criticism with **honesty**.

In conclusion, therefore, spend time monitoring ratings on[social-networks](https://inbound.lasuperagence.com/blog/reseaux-sociaux-danger-ereputation), on your **Google Business page** or directly on your site and respond to the critics **(in a cold-blooded manner)**.

You will stand out brilliantly!

[View full post](https://inbound.lasuperagence.com/en/blog-agency/avis-de-consommateurs-mefiez-vous-du-5-etoiles)

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