This page is part of a global project to create a better online reviews system. If you want to know more or give your feedback, write at [email protected] and we’ll grab a beer ;)
Some people avoid leaving online reviews because they’re afraid their data might be used by algorithms to enhance their profile data and sold to other companies, primarily for advertising purposes. The lack of transparency about what happens to our online data creates stress.
Additionally, many people don’t want readers to track their profile, see where they’ve been, and access their personal information (e.g., on Google Maps).
Online reviews face a dilemma: readers want to see genuine reviews from real people (purchase likelihood increases by 15% when buyers read verified reviews over anonymous ones ), but reviewers prefer to share as little information about themselves as possible. This presents a tradeoff.
Some businesses complain that anonymity allows people to be aggressive and unfair, knowing their identity is hidden. This is a common debate about anonymity on the internet.
- Reassure reviewers about data usage. Companies should clarify that they won’t use reviews in algorithms or sell personal data to external partners. Building trust is essential for encouraging more reviews.
- Verify reviewer identity without displaying personal information online. This approach ensures that reviews are genuine without compromising the reviewer’s privacy.
- Peer-to-peer platforms. Platforms like Mapstr and Gens de Confiance rely on networks of trusted people, allowing users to keep their information public only to a selected audience. However, this has limitations: if you buy a product on Amazon, it’s unlikely someone in your network has reviewed it.
How Online Reviews Influence Sales, Spiegel Research Center