when is a good review not a good review
mcmurryjulie / Pixabay

Following on from my post about Google and fake reviews, I had a strange conversation with a prospect recently.

I want to get rid of some reviews

The business owner had set up a paid account with an online review site that contacted customers who purchased from her website and asked them to leave some feedback. These reviews were then displayed on her website. She had accumulated over one hundred 5* testimonials! Fabulous…

Well, you’d think!

But, no, the prospect wants to know if she should close her account because it is costing $60/month and she doesn’t believe it is contributing to sales.

Huh? This is a site that brings in $5000+ in sales each month.

So I asked her how she bought.

Well, I go online and search for what I need.

How do you decide which site to purchase from?

I look at the 1* reviews, they are normally the best indicator of whether I should buy or not.

Just to confirm, you go online and you read the bad reviews to decide whether you are going to purchase or not?

Oh yes.

What if there are no bad reviews, only 100 good ones?

Well, I buy immediately. It’s a no brainer!

Do you think that most people behave like that?

Well, I guess…

So, what do you think is going to happen to your sales if you remove the 100 great reviews that are right on your website in full view when visitors are about to buy?

Well, hopefully, they will go and look at the reviews on my Google Map listing.

How many reviews do you have on Google Maps?


Okayyyyy… Let me get this straight, you want to remove ONE HUNDRED GREAT reviews from your website and:

  1. take the chance that purchasers who are undecided and leave your site;
  2. take it into their heads to search for your Google map listing; and
  3. hope they find and read your two reviews; before
  4. praying that they come back to your site to make a purchase?

And you’re doing this so you can save $60? Do you mind if I ask how much you spend to attract that traffic in the first place?


Needless to say, we won’t be working together.

Positive reviews are a great way to push the needle towards getting the sale. It’s social proof that you’re making the right decision to purchase.

Learn more about some of the other factors that customers take into account before they choose you.