Review sites: like them or loathe them, you can’t ignore them

Constant pestering to review every online transaction is rapidly overtaking cookie banners as the most annoying feature of the modern internet.

We’re committed to making the internet less annoying. We don’t have a cookie banner on our website – we don’t need one because we don’t track you – and we also won’t hassle you to review us every time you interact with us.

But review sites exist, and we know that many people do look at them, so we’re very grateful to the customers that have left us some truly wonderful reviews on TrustPilot and elsewhere.

Unfortunately, the flipside of not constantly nagging our customers to review us is that the volume of reviews that we receive is relatively low, and a small number of negative reviews can have a big impact on our overall score.

After a five-year run of nothing but 5* reviews on TrustPilot, we recently received a couple of suspiciously similar 1* reviews within the space of a week. The reviews are light on details, and the reviewers have not responded to our request via TrustPilot for more context for the reviews.

Various aspects of the reviews make us believe that these reviews are not from people who have had any genuine experience of Mythic Beasts but have in fact been commissioned by a disgruntled third party. You can see the details, and our response, on our TrustPilot page. You can also see the significant impact that it has on our overall score, which is amplified by the weighting that TrustPilot give to more recent reviews.

We have flagged the reviews and provided TrustPilot with details of why we believe that these reviews cannot be genuine, and why we believe that they are “incentivised”, both of which are against TrustPilot’s Ts&Cs, but despite the reviewers’ refusal to provide any details to validate their reviews, TrustPilot have thus far elected to let the reviews stand and have only provided us with automated or templated responses.