Product reviews play a crucial role in a customer’s experience when buying a product.

Over 93% of consumers spend more than a minute reading reviews [Source: Brightlocal in 2019] and 95% of shoppers read online reviews before making a purchase [Source: Spiegel Research Center, June 2017]. Product reviews help customers make educated purchase decisions and — if you’re product is good quality — push them to make a purchase. Here’s why your business should put an emphasis on building and showing product reviews.

Why your business needs product reviews   

• Conversion increases by 270% when you display reviews. [Source: Spiegel Research Center, June 2017]
• For lower priced goods, the conversion rate increased by 190% and for higher priced goods by 380%. [Source: Spiegel Research Center, June 2017]
• The average consumer spends 13 minutes 45 seconds reading reviews before making a decision [Source: Brightlocal in 2019]
• Consumers aged 18-34 spend 33% more time reading reviews than the average person. [Source: Brightlocal in 2019]
• 91% of consumers say that positive reviews make them more likely to use a business. [Source: Brightlocal in 2019]
• 76% trust online reviews as much as recommendations from family and friends. [Source: Brightlocal in 2019]
• 89% of 35-54-year-olds trust online reviews as much as personal recommendations. [Source: Brightlocal in 2019]
• 85% of consumers are willing to leave reviews. [Source: Brightlocal in 2019]
• 76% of those who are asked to leave reviews, go on to do so. [Source: Brightlocal in 2019]
• 71% of consumers say they’re more likely to use a business that has responded to their existing reviews. [Source: Brightlocal in 2019]
• The first five reviews for a product have the biggest conversion impact. [Source: Spiegel Research Center, June 2017]
• Businesses without five stars risk losing 12% of their customers. [Source: Brightlocal in 2019]
• Products with an average star rating in the 4.7 – 5.0 range are less likely to be purchased than those in the 4.2 – 4.7 range. [Source: Spiegel Research Center, June 2017]
• The presence of negative reviews brings authenticity to a website. [Source: Spiegel Research Center, June 2017]
• Only 53% of people would consider using a business with less than 4 stars. [Source: Brightlocal in 2019]
• Consumers aged 55+ are least likely to forgive a low-star rating. [Source: Brightlocal in 2019]

Ways to show product reviews

Since reviews play a prominent role in online sales, here’s are a few ways to place them so that your customers see them early on in their buying journey.

On the Product Page

One of the most common ways of displaying your reviews is on your website’s product page or wherever your product is being sold. You can get these reviews very easily through an easy to fill out rating system with the option of displaying comments made by anyone. Another way is to place the most positive sounding review with the product, urging customers to buy the product.

On Listings Websites

Another way to display your reviews is by linking them to popular listing websites, resulting in a great sale. Some people are dependent on Yelp and Google My Business when looking at reviews online.

You can even pick your favourite reviews and post a screenshot on your brand’s social media accounts as well, showing customers that you are interested in their feedback. This goes a long way toward building customer loyalty for the brand.

Pay Per Click Ads

PPC ads are another popular form of displaying reviews with these ads showing reviews, with them being a sure-shot way of increasing your ROI. It’s actually very simple.

It’s a great ROI method as you display your ad on popular websites and search engines by not paying for ad space but rather each click on the ad which leads them to your website, which means you are paying to bring people to your website directly.

The only thing being for a PPC ad to be effective, you need to be sure that people will click on it and a great review is something that will make the prospective customers do just that.

Email Marketing

Email marketing is a great way to market your product and find customers. Having your product reviews along with the rest of the content on the email raises its credibility, increasing the chance of prospective buyers clicking on the ad to visit your product website.

In the Shopping Cart

To stop your product from being one of those products that stay on the shopping cart for a long time before being deleted, you can add the product reviews beneath each product making them hesitant to delete the product and give you that extra chance for a sale. This way your prospective customers will think more about the product leading to more sales and curiosity about the brand for any newcomers.

Testimonials Page 

A great way of managing the reviews is to keep a separate page on your website for them. The multiple reviews shops visitors to your website that you have popular products among your clients and that you take their reviews very seriously. Replying to your reviews also helps with the matter as it helps completely bond the customers to the brand.

Reviews play an important role in the customers’ purchase-making process. If you’re struggling with how to collect and show reviews, leave it to the professionals. Contact us for a one-on-one meeting to see how your product reviews can boost your brand’s sales.