Reviews help companies in difficulty: here's the data

Online reviews can help excellent companies but in crisis due to Covid-19 to restart: here is the latest data to make the most of them

The online reviews of companies are the first business card to a potential client . And often a company's reputation and reliability are based on good reviews . What is not obvious, however, is how well a good review can do on the Internet, especially for companies in difficulty , perhaps due to Covid-19.

Trustpilot , the website specializing in online reviews of various businesses and services, has announced the results of its first transparency report. A necessary report, as the platform found itself forced to remove over 2 million bogus reviews from the site. However, the survey also highlighted positive sides, demonstrating how a good review is very important for a company in difficulty and can represent a valid and concrete help. So here's how digital word of mouth works and what are the most important results that emerged from the report.

·         Online review boom in 2020

·         Online reviews: what are the benefits for companies

·         Online reviews: views

·         Fake Reviews Online: Over 2.2 million removed

Online review boom in 2020

The Danish online review platform Trustpilot analyzed the data on its website over the period from 2007 to 2020. The first result that emerges is the boom in reviews recorded in the last year, in correspondence with the lockdown due to the pandemic from Covid-19 .

In the last 13 years the site has published 120,720,646 reviews received , of which almost a third were written and sent only in 2020, that is 38,687,548 reviews . The total number of consumers who wrote their first Trustpilot review is 19,306,929 users. Furthermore, Italy is among the 10 countries with the highest number of users who have written a review: 1.5 million have been written in 2020 alone.

Online reviews: what are the benefits for companies

It is becoming increasingly evident that online reviews are not a punitive tool for the company, but a way of gaining recognition of their value. Analyzing the reviews written in 2020, it shows that 71.12% are 5 stars , only 8.97% are 4 stars, 3.36% are 3 stars, 2.66% are 2 stars and 13.89% are 1 stars star . These numbers show that users prefer to reward activities that have provided a good service in order to value them.

Online reviews: views

If on the one hand there are those who write reviews , on the other there are those who read them and the numbers are even greater. In 2020 were 540,836,477 views of company profile pages on Trustpilot. This means that the reviews entrusted to the platform have a substantial weight on companies and their reputation. It follows that a good reputation is able to help a company in difficulty, which will thus have the opportunity to gain visibility and appear reliable to potential customers.

Fake Reviews Online: Over 2.2 million removed

One of the main problems facing the platform is false reviews , which in 2020 were 5.7% of the total. Trustpilot is committed to identifying and removing over 2.2 million fake reviews from the website, both to protect consumers and businesses . For this reason, it has issued 38,956 warnings to companies and sent 1,030 formal warnings for those who have carried out serious violations of the platform's guidelines.

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