REVIEWS
Ratings Summaries
Distribution rating summaries provide a brief overview of the overall experience user’s have had with a product.
The risk of not having a distribution summary is that the user may only read the first few reviews and then perceive that product as well liked or disliked, not taking into account the overall quantitative data.
Another risk is that users will bounce from the site. Without giving the user a reference to how the product was rated as a whole, some may consider leaving to find a better breakdown on a different site.
“Our research shows that users rely on ratings distribution summaries even more than the content of individual reviews. Yet 43% of e-commerce sites don’t have a rating distribution summary.”
“I don’t see any reviews on here and I kind of question that. I don’t see, 5 stars, 4 stars, I love these shoes, I hate these shoes—I just don’t see anything, so I’d be curious about that.”
