If you're thinking about buying something, using a new service, or traveling, then find out what average consumers are saying. Though professional reviews are helpful, it's really nice to find out what the rank and file users can share. Reading online consumer reviews is just like checking with a next door neighbor. You get that little "extra" that can make a world of difference.
Did you just finish reading a fabulous book and want to share a little about the plot and turn someone else on to the story? Is your new crock pot burning your meat to cinders even on the low setting? Are you thrilled with the new perfume you bought on sale at the local department store? Did the latest CD by your favorite artist fall flat? Do you have a ton of tips to share from your last vacation? Are you an expert on online coupon sites?
If you’re the typical consumer, you have a wealth of information at your fingertips or locked in your head. You’d love to share what you’ve discovered, but you know a blow-by-blow description of your new chrome refrigerator with climate controlled crisper drawers is not suitable for the office water cooler chat. Your brother really doesn’t care whether your latest blush blends and looks natural. Mom can only process so much information about the ins and outs of the latest video game you nabbed at Wal-Mart. Your next-door-neighbor is going to start avoiding you if you feel compelled to overview all the pros and cons of your new tiller.
Still, you know that someone somewhere would benefit from your observations and would love to hear what you have to say about your new barbeque smoker or your favorite jacket purchased online with free shipping.
Product Reviews are Becoming all the Rage
Product and service reviews are very popular online. If you look at the major online stores, many do include a form or some sort of procedure for offering your thoughts on products purchased. Some of these feedback mechanisms are as simple as clicking stars to indicate your satisfaction (or lack of) while others actively encourage detailed discussions of what you’ve purchased and what you think of the item(s).
If you’ve ever looked around online for information about a product you’ve been thinking about buying or have clicked to travel information written up by typical tourists, you’ve tapped in on the trend for long distance friends and neighbors to share experiences and tips with a bigger worldwide audience. While you may have called your best friend to ask how she likes her new stroller a few years back, now you can see what many others think about the same model and also can compare items not owned by those you know and trust.
Here's how it works:
On a recent online trip to Macy’s, I saw a cute pair of leather boots with laces that tied at the ankle. Looking at the picture online, I just knew that those boots would compliment some of my long rather flowing skirts. I was absolutely certain I would be hot in those boots. There were three reviews from customers discussing the boots. All three noted the sizing was off and that it was a good idea to order up one size. One reviewer said that she thought that the materials used to make the boots looked and felt rather “cheap.” I ordered up one size and anxiously awaited the arrival of my fashionable leather boots. Even in the larger size, they did not fit quite right, and the overall look was low budget. I ended up packing the boots up and returning them. I wish I’d paid a little more attention to the reviews, and I also wish the writers had included a little more detail. Now, I’m more careful when I see even hints that something is not as it seems at first glance.
With more planning, the purchase is a real success:
On my last visit to Ebags, I was looking for hiking backpacks for my boys. The site included a few reviews on the models I had under consideration. Since the feedback was rather limited (but growing over time), I ran the models being considered through the search engine with the word “reviews.” A number of hiking sites and individual hikers with home pages also checked in with information about the backpacks. In the end I saved money, since the highest rated packs by owners were not the top-of-the-line in cost. The backpacks have worked out very well. I’m glad I took the time to read and to consider what others had to say about the items that landed under the Christmas tree last year.
Product Review Sites are Becoming Big Business
Though Amazon quickly understood that customers like to know a little about something before buying and though some home page owners with passions in various fields have, from the beginning, offered reviews and personal observations, some innovative internet entrepreneurs recognized the need to organize reviews and to offer those separate and apart from the online store model.
Sites such as CNET.com and Review Centre UK post a number of reviews on a wide range of products. SideStep.com focuses on travel and spiders (searches) wanderlust information and deals outside a private database used by more well known travel brokers online. Even niche areas have spaces where topic targeted reviews are catalogued. For example, Dating Site Reviews details the major dating sites with feedback for potential consumers. If you’re going to shop for a man or woman online, then you might as well go with a site given the thumbs up by other partner shoppers.
The Big Dog - Epinions
One of the major players in the review site arena is Epinions.com (now owned by shopping.com and being sold to Ebay later in 2005). Started in 1999, Epinions originally offered review writers pennies per hits (visits) to build a community of members interested in writing reviews on everything from paper clips to high end sports cars. The site currently offers thousands of reviews in a variety of categories ranging from college/universities to deep fryers.
Though Epinions has changed many times and in many ways over the years, the general concept has remained the same. Average consumers provide unbiased and unedited information for potential buyers. If Jane Doe wants to discuss her dandruff shampoo, then she can click in and share her views. Little Johnny can ramble on about the latest MP3 players, and Aunt Maria can share her thoughts on her new muffin pans and even toss in a few recipes. In fact, members can even share poems, short stories or thoughts on current events in a section called "Writers' Corner."
Consumer Reports by Real Consumers
Sites offering reviews are similar to Consumer Reports. Offered in a magazine format and also online, Consumer Reports professionals select a category like vacuum cleaners and run tests and offer rankings and buying suggestions. Such reviews are widely respected and quite valuable but do have limitations. A short term organized testing procedure simply does not compare in some ways to day-to-day use by those purchasing items for personal use.
Although I read extensively on the Nissan Xterra before purchasing, test drivers simply can’t give the details that come into play especially after a few months use. Though I love my Nissan, I know that the hub covers are bad about popping off and that the air flow system really does not cool the back seat area in the same way a standard air condition system with extra vents would. It's very unlikely that a test drive would highlight these minor concerns.
How to Use Consumer Review Sites
When clicking to a review site, take a few minutes to get familiar with the set up and the features. Most offer fairly detailed guidelines with helpful tips. Note sorting options. These are usually available from a pull down menu. For example, a date search will be more helpful when looking at online vender reviews. An online store that performed well two years ago may be struggling under new ownership. You’ll want to see what recent customers have to say about an online vendor—not thoughts based on ancient visits. In the online world, a month or two can make a world of difference. On the other hand, a review on a video (if written by someone with a good eye for quality) can be helpful for years. Some of the older reviews (which may drop lower on the reading list) can be some of the most helpful.
Note the overall balance of positive to negative reviews site wide. Though this information is not readily identifiable at most sites, clicking around to a few familiar products (both ones you love and hate) will highlight such patterns. Companies focusing on product sales may be inclined to feature or highly list more positive reviews. Even neutral, non-vendor sites score income with click-through purchasing, so it’s often the case that positive product reviews are listed higher than negative product reviews.
Read beyond the first review offered. Though some products or services are covered by only one consumer, many have a number of reviews. Though it may require some page surfing to get a better overview, it pays to get a more collective impression. One toaster reviewed by a top reviewer at a popular consumer review site gives the highest rating to a bagel style toaster. The product was horrible and was ultimately pulled off the market. Reading a few reviews below the top rated (all other reviewers gave negative star ratings) would have confirmed the host of problems with the product long before the toaster was “toast.” The glowing review remains at the top of the list, but thankfully the toaster can’t be purchased period at this time.
It’s important to keep in mind that information provided by typical buyers is only as solid as the buyers writing up the reports. Certainly there are neighbors in your own town who are spot on consistently while others are rah-rah about anything and everything and those who would find fault with Mother Teresa or sliced bread. You’re not reading work by professionals (as a rule) though in some cases consumer writers may or could be tops in any given field or area. Carefully review the style and general worldview of the writer providing information. It doesn’t usually take long to sort the rocks from the gems. There are a number of nuts at every review site, and some of the information provided is simply ludicrous. Learn to click out and to another review when the advice is lame.
After looking over reviews and reading deeper as well as evaluating the quality of the individuals providing advice, visit other review sites and check the same products. Most review communities are very strong in some areas and products and not so solid in other areas. Epinions, for example, offers detailed and very helpful book reviews while being very weak in the area of electronics and motor vehicles. Amazon tends to have high rates on most books (even the really dreadful ones) though has better data and observations on camping equipment.
Some of the review sites provide click and buy options with price comparisons. Again, these may be solid or not. Most purchase lists are rather limited and often include companies paying to be included as options. Take some time to compare prices on your own at various sites. You find a better deal than listed at your favorite review site. If not, click and buy at the review site used to make purchasing decisions. The money generated helps with the click through purchases ensure that the service remains available and free for consumers.
A Few Dirty Tricks in the Online Review World
Although most consumer review sites and reviewers participating are on the level and do contribute a wonderful service, there are, as in any other arena, those that game the system. Keep your eyes open and back away if things don’t ring true. If the tent reviewer doesn’t really seem to know much about camping, he or she may not, in fact, camp or know much about tents.
Most review sites screen content. This means that you, as the consumer, may not see some of the harsher criticisms of products or more interesting reviewing characters. On the other hand, those sites screening (most do) weed out idiots simply taking up space and not providing anything of value. When you’re looking for quality office tape, a rant about using tape for sex play probably is not what you had in mind. A ramble about why you should buy American made goods in a space intended to provide information about the web site Made In American.com is a waste of time.
Some of the rankings and designations at review sites are quite helpful. Amazon notes “top reviewers” while Epinions tags the best (or most popular) writers with blue bullets. These designations help sort content and when effective push the best material to the top of the lists. Do know that some of the top reviewers, so marked on many sites, are not really the best available at the site. They simply learned to play the game better using a variety of tricks to reach the top. For example, some top listed reviewers trade off reading and top rates to fellow members of the review community in exchange for similar back scratching. A few also use computer programs to rack up hits or write huge numbers of reviews including waxing not so eloquent on topics where they have no expertise or experience.
Another interesting trick on the review sites is when vendors (owners or employees) log in and try to stack the ratings and reviews. If most buyers give the thumbs down to a product or service and a small group usually giving few details go against the grain, then know that employees (or even a single employee with multiple accounts) can join up and attempt to stack the deck. Most review sites or members are quick to catch such activity and correct the problem, but it’s certainly possible to click in and get a very skewed view following a flood of biased postings.
Why Do Consumers Take the Time to Log in with Information?
There are probably as many reasons for reviewing online as there are reviewers.
In general, most people posting thoughts on items they’ve purchased or used, services they’ve sampled, or places they’ve visited simply enjoy talking and sharing information. If someone is thrilled with a new book, they love to share and maybe see someone else enjoy the same story. If someone got burned on a cruise package, they often hope to prevent others from making the same mistake. They also enjoy having a chance to send a not-so-subtle message to companies selling junk.
Some members enjoy the community aspect of review sites. Most review sites have forums where members can get together and chat online. Epinions hosts “Meet and Greets” at various locations around the country where reviewers get together and talk about reviewing. Employees of the company set up the events, pay for the refreshments and offer token gifts like Epinions dolls and sweatshirts. As members get acquainted, many develop friendships that shift from online to offline. Some review writers have even hooked up and married after meeting on product information sites.
In some cases, writing reviews can mean perks. Some book companies provide free books in exchange for reviews. Inventors may contact popular reviewers in hopes of having products spotlighted online. A bra maker specializing in making high tech models for busty chicks and a man who came up with a copper ring to prevent slugs from damaging household plants both touched base with review writers offering product samples in exchange for some exposure. A few national companies now pre-launch products by sending out samples to online reviewers. The new Tide stick for quick clean up were distributed to a number of reviewers at an online consumer review site. Reviewers were asked to try out the product and provide honest thoughts on the new product. This gets the word out and also gives the company direct feedback from typical consumers.
Recognition can also be a driving factor for those involved in the review game. Some reviewers have been contacted by professional writers to provide quotes for newspaper or magazine articles, and a few have been invited to make television appearances. A few moments of fame can be quite appealing for those writing online. It’s always fun to be both noticed and appreciated.
In the case of Epinions, reviews do generate some income. Though most members make little (or no) income, some of the top members make $20 to $50 or even $100 and up per month for providing reviews. It does take time and a good number of reviews before writing begins to modestly pay off. If you’re looking to make real money, there are certainly easier ways, but for those who enjoy writing and talking about products, a few extra dollars is attractive.
Want to Jump on the Consumer Review Bandwagon?
It’s really simple to get started on the consumer review scene.
If you buy online, many companies will email and ask for input. Ebags recently offered a 20 percent discount on a future order for members writing short reviews on products previously purchased. Other onliners offer drawings for consumers checking in with helpful data on purchases. Sometimes these incentives are noted on the site. In other cases, the invitations are by email.
Most of the big review sites have an open policy. Simply visit the site and sign up. In most cases, you’ll select a user name and provide some basic information like name, address, and phone. Paying sites may require a social security number. Income over $600 per year must be claimed on taxes.
If you have a specialty area, then check sites in your field. Some of the CD companies online encourage music lovers to check in and discuss groups and albums. Vendors selling cooking tools often ask for input and recipes which may be featured on site.
Online Reviews Benefit All
Whether you simply want to check out potential purchases or investments or whether you would like to log in with your own thoughts, online review spaces provide valuable data. You can make better buying decisions when armed with information, and you can help others looking to invest hard earned dollars. Even the merchants benefit. I recently purchased a thermo-electric cooler/heater that plugs in the 12 volt connections in my SUV. After reading reviews, I felt that this would be a good investment. We love the heater/cooler. We can carry cold trips on trips or pack up a hot lunch for a picnic and know it will still be hot when we arrive. It’s doubtful that I would have known about or considered purchasing the item if I hadn’t been cruising online review sites. Not only do I check out things I’m thinking about buying, I find things that make life easier that I never would have known about if the world hadn’t expanded to include friends from all walks of life and from all over the globe.