Beyond attractive product imagery and compelling descriptions, there’s one factor that can determine whether shoppers hit the Buy Now button or exit the page: customer reviews.
But the impact of five-star reviews isn’t limited to swaying the decision to purchase. It's influential throughout the customer journey. A 2023 survey found that 49% of U.S. consumers are increasingly discovering brands through online reviews, marking a notable rise compared to the previous year.1
Explore how customer reviews can boost product page conversions — and, more importantly, how you can use them effectively to transform casual browsers into loyal customers.
Thanks to the popularity of e-commerce and new payment technology trends, today’s online shoppers can treat themselves to a buffet of choices — and not just in terms of brands and products.
In a few clicks, they can compare prices, select from online payment options (like credit cards, digital wallets, or even cryptocurrency), and pick between lightning-fast, same-day delivery versus cost-effective, slower alternatives.
While this abundance of options can be empowering, it may also lead to decision paralysis. Overwhelmed by the volume and variety of choices, shoppers may find it challenging to make a final decision, complicating what should be a straightforward shopping experience.
In this evolving landscape, small businesses face more challenges than ever. The good news is there’s no need to feel overwhelmed. New e-commerce tools and technologies can streamline business operations, from customer engagement to inventory management.
That said, it’s easy to fall into the trap of adopting every new tool that pops up. The key is to choose the right e-commerce platforms and tools that align with your business model and customer priorities.
Shoppers are naturally drawn to customer reviews: 76% of consumers regularly read online reviews when considering a local business.2
Positive online shopping reviews can:
Conversely, while negative reviews may initially appear detrimental, they can actually increase transparency and credibility. Honest, critical feedback shows a brand isn't censoring customer opinions, which helps shoppers believe in the authenticity of positive reviews.
Learn more ways to build customer trust and how to increase your e-commerce conversion rate.
Ready to use customer reviews to drive sales? Use these tips to get started.
Spotlighting the feedback of happy customers can signal your brand’s reputation and trustworthiness.
Consider:
Negative reviews can be a goldmine for insights. Use them to pinpoint improvement opportunities across your products, services, or overall customer experience.
Once you address specific concerns, openly share any measures taken to rectify the issues, which can demonstrate to customers that you’re listening and willing to improve. Even better, consider delegating a team member to respond to all reviews to ensure nothing slips through the cracks.
Are the review sections of your product pages looking sparse? Encourage more customers to leave reviews by:
Reviews are a powerful asset that can support the credibility of your marketing and advertising. For example, by highlighting real customer experiences in your ad campaigns, you infuse authenticity and trustworthiness into your messaging.
Consider also using data on customer sentiments from reviews to refine your marketing strategies, specifically by crafting more personalized and targeted messaging.
There’s no reason you have to reinvent the playbook when it comes to improving conversion rates.
As a trusted partner for running and growing your business, PayPal is here to help you optimize your store and drive more sales. Learn more about e-commerce conversion optimization.
In partnership with three expert business owners, the PayPal Bootcamp includes practical checklists and a short video loaded with tips to help take your business to the next level.
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