The J Curve of Online Reviews

futurelab default header

by: Guy Kawasaki

As a follow up to Online Reviews and Small Businesses, check out this posting about the J curve of ratings. The most salient paragraph is:

Across many clients in diverse industries this “U” curve turns out to be more like a “J” curve…almost a reverse “L”. The average rating across all clients is 4.3 out of 5 stars. The distribution looks like a J, where there are more 1s than 2s, but far more 4s and 5s than the lower ratings.

It could simply be that mostly happy customers will fill in a survey, but it looks like there is little downside to enabling online ratings. The goal of online surveys being, frankly, not only getting the “truth” but also spreading the word.

Original Post: