Searching for Better: Why We're Building a More Trustworthy Way to Discover Products
My autocomplete results from search on March 24
Remember when searching for products online felt like opening a magical door to discovery? When you'd type something into Google and actually find exactly what you needed instead of wading through a sea of sponsored content? Yeah, me too. And if you're feeling like that experience is becoming a distant memory, trust me—you're definitely not alone.
The Search Experience We All Deserve
Let's be honest: finding products you'll love has gotten harder, not easier. The 2023 Edelman Trust Barometer found that trust in search engines has dropped to just 59%. And a fascinating analysis in "The Men Who Killed Google" points out that roughly 40% of young people have already jumped ship, turning to platforms like TikTok and Instagram instead of Google for their searches.
Why? Because our online search experience has fundamentally changed in three frustrating ways:
1. Ads Have Taken Over
Have you noticed how many ads you have to scroll past before getting to actual search results? It's not just you. Research from SEMrush shows that paid results now occupy around 38-45% of what you first see on your phone. In many cases, you might need to scroll through 6-7 screens before seeing a single organic result!
Raise your hand if you've scrolled past half a dozen "sponsored" results lately just to find an actual answer. 🙋♀️
2. Too Many Options, Too Little Guidance
Ever feel overwhelmed by the sheer number of options when searching for something? 46% of online shoppers have abandoned purchases simply because they felt overwhelmed by too many choices.
And let's talk about those search results! Try searching for a refrigerator sometime—you'll likely get outdated information, sponsored content that doesn't actually help, and a jumbled mess of random forum posts and videos to wade through.
3. Reviews You Can't Trust
When you finally do find a product, can you trust what people are saying about it? A Wall Street Journal investigation found that about 30% of Amazon product reviews were potentially unreliable. Amazon themselves removed over 200 million fake reviews in a single year before they even hit the platform! Additionally, a UK consumer watchdog found that more than a third of online shoppers have been misled by fake reviews at some point during their purchasing journey.
70% of us won't purchase a product if we don't trust the reviews we find, but it’s becoming mentally exhausting, not to mention time-consuming, to evaluate the legitimacy of a review.
How We're Building Something Different
That's why we created hili. We believe there's a better way to discover products you'll love, based on a simple truth: 92% of consumers trust recommendations from friends and family over any other form of advertising.
Instead of more ads or algorithms, hili puts your trusted connections at the center of your discovery experience.
Your People, Not Paid Placements
On hili, recommendations come from actual humans you know and trust—not anonymous reviewers or whoever paid the most for your attention. We've put your friends and community at the center of the experience, not advertisers. This means you're getting recommendations based on real-life experiences from people whose opinions actually matter to you.
Communities You Actually Want to Be Part Of
We've created focused spaces where recommendations can shine! When you join our "Clean Beauty Enthusiasts" or "Home Renovation Heroes" communities, you're instantly connecting with people who geek out over the same things you do.
Instead of scrolling through pages of questionable search results, you can tap into communities of people with similar interests and tastes. It's like having a friend group for every shopping category!
Total Transparency About Who's Recommending What
We think you deserve to know exactly why something is being recommended to you. On hili, every recommendation comes with context—who shared it, how they're connected to you, and why they believe it's worth your time or money. No mysterious algorithms calculating your "preferences," no hidden sponsors pulling strings behind the scenes.
Ready to Discover Differently?
We're building hili because we believe finding things you'll love shouldn't be a full-time job. It should be enjoyable, trustworthy, and—dare we say it—actually helpful!
If you're tired of wading through ads and questionable reviews, we'd love to have you join our community of people who are discovering products in a more authentic way.
Ready for a change?
Sign up for early access to hili and be a part of something different.