A review reward brings more honest reviews, not more sales
Oct 10
3 min read
Updated: Oct 11
The customers who do not write reviews often have something important to say.
The study. Airbnb ran a field experiment from 2014 to 2016 on about 655,000 listings with no reviews. Guests who did not write a review got an offer of a $25 coupon for one.
The finding. The coupon raised the review rate from 24.2% to 37%, an increase of 53%. The extra reviews were a little more negative, and total nights sold did not change by a significant amount.
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