Reviews are the lifeblood of e-commerce. Without the ability to actually examine the product for themselves consumers are forced to make a judgement based partly on the description of the product, the reputation of the vendor, and the reviews of the item. Yet often these reviews are rife with ideological crusaders, reviews for sale, and odd design choices in the review systems themselves.
As an indy author this is painfully obvious for me at the moment. I have to solicit reviews on amazon because most people who read my work prefer to review it on Goodreads. I have even been tarred and feathered by fake reviewers looking to lower their average score in order to seem legitimate when they give 5 star ratings to their clients. The review system is annoying, and yet I need it to move books and reach potential readers.
The first and largest problem in the review system is that it often reads like any other comment section anywhere else in the internet. I am not popular enough to have this problem yet, but it does annoy the heck out of me when I am reading reviews of games or books and people are using the review system for popular products to push their personal views rather than actually review the product. This can be a fine line, to be sure: should Lovecraft be docked stars because he is racist? for example. Mind you in most cases it is not. I’m sure you have all seen reviews like this, if not go look at the reviews on your favorite (non classic) popular computer game or book. Some are legit, some are lazy, and some people are there to make a point that has little to do with the product itself. I’m not sure how to fix this, yet.
Fake reviews are more sensational. There is a thriving cottage industry in selling fake reviews of all sorts of products, as well as companies putting up their own fake reviews of their products. Since reviews still help drive sales, there is a real economic incentive to cheat if you can get away with it. As I noted these ‘reviewers’ often give crap ratings to low profile indy authors in order to even out all of the five star reviews they give to their clients so that they look like a tough reviewer.
The review systems themselves are sometimes even more of a problem. Amazon, the most important reviewer for my career, has some quirks that annoy the crap out of me. They do not amalgamate reviews from all of their secondary sites on my book, even though the product is exactly the same on amazon.com as it is on amazon.ca or amazon.uk. People who have written reviews for me sometimes do not get them approved from various reasons (some are legitimate I suppose, sorry mom!). Even worse is that Amazon owns Goodreads and could easily show the goodreads reviews on a particular title, like Steam shows the metacritic score, but they do not and thus compete with themselves for reviews. I don’t know too many people who are willing to review a product on multiple sites without prodding. This is not to mention the problems with the scoring systems themselves and even how ratings drive searches.
One solution is professional reviewers, people whose job it is to review a product for a trusted third party. Unfortunately in many arenas Professional reviews are missing in action, or lost in the noise. Even if they are easy to find, a professional reviewer often wants different things than the average reader. This can lead to authors skewing their work to solicit favourable opinions from elite reviewers. This is nothing new, but it is still annoying; authors should be free to write for their intended audience, ideally, rather than jump through hoops for publishers and reviewers. Still, hunting down high profile reviewers who will like your work has been a piece of advice that many of my peers have given me.
For now, I rely on fans and organic growth while examining other possibilities.