Actionable Optimisation

Actionable Optimisation #1 – Using customer reviews

 May 7, 2020

By  Will

Using Customer Reviews to Improve Conversion

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Social proof is an incredibly powerful tool for improving conversion. According to research by Podium, 93% of consumers say online reviews impact their purchasing decision. While other research shows that conversion rates can increase by 4.6% if there are 50+ reviews on a product.

Just look at the below image, obviously it’s a wireframe I created, but think of the times you’ve visited a website, seen over a thousand reviews giving a 4.5 star rating and thought ‘this must be good, I’ll check this one out’.

Now, what’s also important to remember is that 5 stars is quickly becoming ‘too good to be true’. You’ve heard the stories about Amazon products with fake reviews. Those sellers are ruining reviews for all of us, and while I wouldn’t condone this, if your product genuinely is amazing, you might be better off faking some 3 or 4 star reviews.

Fortunately, 77% of people would review a product if asked, so make sure you send those emails out! Give people a week or two after delivery to play around with whatever they’ve bought, then ask them for their feedback.

One tactic I like is to ask people in an email whether they liked the product or not. If they click No, you request feedback, give them the chance to speak to someone, and offer support. If they click Yes, send them through to that review form.

So, if you don’t use reviews at all, get them set up! If you are using them already, make sure you’re getting as many as you can! Few, or no reviews can look worse than displaying nothing at all.


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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