Whether we’re talking simple star ratings or in-depth analyses, user reviews have become an ingrained part of the online experience. According to Nielsen Online (PDF), 81% of online shoppers use product reviews when making purchasing decisions, while 19% of shoppers post reviews themselves.

When the peer group becomes this large, however, savvy users begin to question if their needs are the same as the reviewer’s. While a high school quarterback and a 34-year-old father might have vastly different needs, they may both purchase the same 4-door sedan. Their reviews of the car could well be polar opposites (and with good reason); nevertheless, both reviews are equally valid. The average customer can become lost in a sea of conflicting reviews.

There are a few ways to keep user reviews useful, helpful and targeted:

Qualified Feedback. With over 1,400 positive customer reviews on Amazon, the Three Wolf Moon tee shirt is at the center of a massive meme that calls into question the validity of the site’s reviews. Qualified feedback has become increasingly popular as an alternative. In order to leave a review on Angie’s List, for example, you must be a paid subscriber. The site also certifies every review to prevent fake or fraudulent feedback; as a result, it has quickly become one of the internet’s most trusted sources.

Expert Reviews. An uptick in astroturfing has caused the trustworthiness of product reviews to falter, but expert reviewers can help online shoppers regain their confidence. Trusted experts provide shoppers with consistent levels of knowledge and experience while they read about the pros and cons of a product. Integrating customer reviews alongside expert reviews, as CNET does, gives consumers the best of both worlds, allowing them to hear what the experts and the general public has to say.

Experienced Users. By promoting their top users and best reviewers, companies can increase the reliability and consistency of the reviews, content and feedback they display. Motherboard (a collaboration between Dell and VBS.TV) promotes high-quality material and attention-grabbing comments by creating theme leaders. People who continually push the conversation and post interesting content receive the rank of theme leader, which is called out every time that user posts. The hierarchy within Motherboard’s community rewards its most active contributors, who in turn feel motivated to continue posting high-quality content.

User reviews will continue to grow in popularity. Online shoppers want confirmation that their future purchases are wise, and one of the best ways to get this kind of confirmation is through the experiences of like-minded peers.