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Bullsh*t Review Stats - Misleading Marketing Claims

When your reviews really aren't that good, what do you do?


What *****'s website says their reviews stats are:

Actual Review sites:

At the time of us publishing this post, here's what *****'s review stats actually were:

There wasn't a way to take a screenshot of this without revealing this company's identity, but we aren't calling them out on this claim anyways.

How to Spot BS Review Stats:

Review sites typically have "snippets" of code that you can add to your site that shows your a company's actual review stats.

What the company above did instead was create an image that looks similar to this code. Unlike the real code, this image doesn't allow you to click on it and verify that the stats they are presenting are true and correct.

Another very popular way to mislead potential customers is to show a bunch of 5 star reviews with no stats on what percentage of customers feel that way. Companies that will show you some "highlighted reviews," but won't show you their review stats and averages, should not be trusted.

Lastly, anyone who "self-hosts" reviews - in other words, people who don't use a trusted 3rd party provider to collect the reviews - should not be trusted. Companies that self-collect and self-host reviews, tend to just delete bad reviews.

What Real Review Stats Look Like:

A sample of this review code for SCW from both ShopperApproved and Trustpilot is shown to the right.

Notice how you can click on the reviews and are taken to a page with more detail and actual statements by customers.

We don't use ResellerRatings, so we don't have any reviews there.

We've helped over 20,000 people, companies, and institutions and they rate us this way:

Shopper Award



Not just what you say, also what you leave out

Yelp is another review site that this same company has used. Yelp is more popular with restaurants and local businesses than national brands, so it is an odd choice to use it. If they had never used Yelp that wouldn't be strange, but both the number of reviews (50) and the "claimed" tag seem to indicate that this was a review collection method that was abandoned.

There is a much needed discussion for the security industry, and many others, about what should be done about excluding review sites where you also have listings, just because you have a bad score on them.

This Industry needs to Clean up its Act

A big part of our mission statement - our reason for existing as a company - is to clean up an industry known for dirty tricks and misleading marketing.

This "images of reviews" practice needs to end. Nearly every review company provides code that you can easily add to your site, and no one can claim ignorance that this code exists: you are given it when you sign up and you see the code when you log in to manage reviews. Copying and pasting code (that you don't need to understand) is easier that taking screenshots of review stats and writing your own code to display them. It is literally more work to not display accurate reviews.

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