eCommerce Consumer Reviews: Your Secret Weapon to Skyrocket Your Conversions in 2019


Kevin Urrutia




November 15, 2023

Have you ever bought anything online only because it had numerous positive customer reviews?

If the answer is yes, then you have already witnessed the power of eCommerce consumer reviews.

To improve your lead generation, you need some excellent customer reviews from satisfied customers to show the value of your products.

Consumer reviews are everywhere these days.

For example, if you search for ‘best dry shampoos’ Google gives you the following preview:

If you pay close attention, you’ll see that every suggestion has a specific star rating, the number of reviews, and where the particular product was mentioned.

Star ratings can play a significant role in a buyer’s purchase intention since they visually represent the product’s performance.

Since the first product has an average star rating of 4.6, potential shampoo customers are more likely to click on it rather than the third product.

Which Reviews Increase Conversions?

When customers get online to leave a review, they usually share tremendous or bad experiences with their peers.

According to statistics, products with higher star ratings tend to have more consumer reviews since excitement is a feeling people usually want to share with their peers.


Good reviews usually summarize the positive features of a product and give potential customers a genuine insight from a user’s experience rather than an advertisement.

So when most of a product’s reviews are on the positive side, then the product has no negative points to discourage other customers from buying it.

Here’s what a good consumer review looks like found on Function of Beauty’s website:

On the other hand, negative consumer reviews focus on why someone shouldn’t buy a specific product and highlight why the user didn’t have the experience they were promised.

You can find such reviews everywhere, but Amazon is the home of numerous lousy product reviews.

Here’s a consumer review of Hydro Mousse’s Liquid Lawn product:

As you can see, a business can benefit greatly from positive consumer reviews as they will enhance customer experience and incentivize potential shoppers to purchase.

And since consumer reviews are powerful social proof tools, they can help you create landing pages that will be your powerful weapon to more conversions.

Now Let’s See If Consumer Reviews Can Drive More Conversions

1. They Build Credibility and Trust in Your Brand

Reviews are all about building credibility and trust in your brand.

So the more positive they are, the more credible and trustworthy your product will look.

Consumer reviews can influence potential customers’ purchase intention depending on whether the disposition is negative or positive.

For example, Hydro Mousse’s majority of negative consumer reviews and bad ratings were enough to discourage new customers from making purchases.

Here’s one of the comments:

From a psychological perspective, this behavior can be explained as a cognitive bias resulting from the bandwagon effect.

According to the definition, the bandwagon effect is a psychological theory where individuals will do something primarily because other individuals are doing it, regardless of their own beliefs, which they will ignore or override.”

When it comes to consumer behavior, this effect can create specific implications depending on the positive or negative disposition of certain products.

What this means for your conversion rate is that the more positive reviews you land on different sources, the more conversions you will ultimately get.

2. They Boost Search Engine Optimization (SEO)

Search Engine Optimization, or SEO, is a common practice to increase your organic website traffic through search engine results.

When it comes to conversions, you need to ensure that the traffic you get is related to the keywords your potential customers search for.

As long-tail keywords matter in targeting and acquiring the right traffic, unique consumer reviews matching the keywords your potential shoppers will use will help you guide them toward your products.

Since your position on search engines plays a significant role in brand visibility and conversion, being on the good side of SEO will give you a huge traffic boost that will get your sales to higher heights.

Remember, though, that as great as user-generated content is, it must have the right amount of quality to convert new customers effectively.

3. They Improve Click-Through Rate (CTR)

Online user reviews can significantly impact your CTR and determine your website’s efficiency.

According to a case study on how ratings and reviews can impact conversions, the participants were exposed to different search engine result pages (SERPs) to determine whether those with reviews and ratings had better click-through and conversion rates.

The findings showed that “going from a 3-star to a 5-star rating can earn a business 25% more clicks from Google’s Local Pack”.

Since most users are influenced by online reviews, aiming to acquire as many as possible can improve your CRO significantly.

4. They Boost Product Ranking

If you are familiar with Amazon, you might have noticed these little things on their website:

This ranking system directly affects your products’ visibility and conversion rate since it arranges every result according to average customer reviews.

Users who haven’t purchased a product rely heavily on such sorting methods to decide whether it is worth their time and money.

Great product ranking and reviews will give your products a considerable boost and place them higher than other products from other brands.

As consumers buy products from trustworthy sources, collecting customer feedback and using it to improve customer experience will give you a competitive advantage, increasing your brand awareness and skyrocketing your sales.


The more positive reviews your products have, the more search engines and potential customers will favor them.

While you can increase conversions with consumer reviews, their success depends on the customer experience your business delivers.

Favoring quality over quantity will help you land fantastic customer reviews you can use to social-proof your website and landing pages.

So now that you got your answer, it’s time to collect those positive reviews and get your conversions to higher heights.

Author’s Bio: Marilia is a Creative Writer working for email marketing software Moosend. Her passion for writing has made her find new ways to combine the art of Creative Writing with SEO Copywriting. You’ll find her spending time on her drabbles when she’s not writing articles.

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