More customers with reviews
Imagine: you are looking for a new laptop. You come across a webshop with two models. One has dozens of positive reviews, the other none at all. Which one do you choose? Exactly — chances are you will choose the laptop with good reviews. That is the power of reviews. In this article you can read how reviews can increase your conversions, what good reviews must meet, and how you can use them wisely.
What are conversions?
A conversion is when a visitor does what you want. This can be a purchase, but also a subscription to a newsletter, a quote request or an appointment. Reviews can help to convince hesitant visitors.
Why reviews work
Reviews create trust. People often believe other customers more than what you say about your product. Reviews are a form of social proof. They show: others went before you, and they are satisfied. That gives new visitors a sense of security.
Example: webshop with reviews
Suppose you sell coffee machines. On product page A there are 34 reviews with an average score of 4.6 stars. On page B there is nothing. Research shows that page A results in many more purchases. In some cases the difference can be up to 60% more conversions.
What types of reviews are there?
- Product reviews: what do customers think of a specific product?
- Company reviews: how do people experience your service or shipping?
- User experiences: how easy is your website or app to use?
What are the requirements for good reviews?
Not every review is valuable. Good reviews are:
- Honest: both positive and negative should be possible
- Specific: no vague comments like “fine”, but real experiences
- Current: recent reviews are more reliable
- Relevance: the content must match the product or service
How do you collect good reviews?
- Actively ask for them: send an email after purchase
- Make it easy: a short form works better than a long questionnaire
- Reward giving reviews: for example with a discount or a chance to win a prize
- Use a review platform: such as Klantenvertellen or Trustpilot
Where do you place reviews on your website?
Reviews are most effective in the following places:
- On product pages: directly below the product information
- On the homepage: with a slider or testimonial block
- In your checkout: give confidence just before payment
- On landing pages: next to your call-to-action button
Example HTML: review on product page
<section class="product-reviews">
<h3>What others say about this product:</h3>
<article>
<p>"Fantastic coffee machine! Within 2 minutes I have a delicious cup. 5 stars!" – Anne</p>
</article>
<article>
<p>"Fast delivery and easy to use. Recommended." – Erik</p>
</article>
</section>
What do you do with negative reviews?
Many entrepreneurs are afraid of negative reviews. But let's be honest: they make you more credible. Nobody trusts a company with only 5-star reviews. What matters is how you deal with it:
- Always respond politely and quickly
- Offer a solution
- Use the feedback to improve your product or service
Make reviews visible in Google
Did you know that reviews can also help you be more visible in search engines? With structured data you can show star ratings in Google results. This stands out and can lead to more clicks.
Case: booking website increases turnover by 35%
A travel organization decided to show customer reviews on every accommodation page. Visitors could immediately see what other holidaymakers thought of it. The conversion increased by no less than 35%. The reviews helped visitors make a decision faster.
Tips to get the most out of reviews
- Show reviews per product or service
- Use stars, numbers or badges
- Show faces and names for extra trust
- Share good reviews on social media
- Use video reviews for extra impact
Reviews on external platforms
In addition to your own website, external platforms are also important. Think of:
Many people check these sites before they buy something. So make sure you score well here too.
Conclusion
Reviews are extremely valuable if you want to achieve more conversions. They give confidence, convince doubters and make you more visible in search engines. It is important that you actively work on collecting and showing honest, current and relevant reviews. Dare to show the less positive ones, and respond professionally. This way you build credibility and growth.
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