How crucial are customer reviews in making decisions about online purchases?

Reviews serve as an essential aid to online purchases

Trusted shops, a European company in the buyer protection branch, published their survey results regarding the influence of product reviews. Most of the German customers, who took part in the survey, mentioned that the reviews are important.

According to the published data, 55% of the respondents say that reviews of shops and products are essential to deciding whether the product should be purchased. And three-quarters of the respondents mentioned that it is crucial to know whether real customers write reviews. 

In addition, 74% of the respondents would like to see labels on the reviews, showing that real people provide feedback. However, 43% say the labels should be present on every rating, and 31% think it is needed for important or expensive products.

In conclusion, the article provides five characteristics of fake ratings:

  1. Poor writing style. The shop or product has only positive ratings. In reality, it is improbable to have good feedback only.
  2. It often happens if the reviews are purchased from agencies. So, the reviews are written in bulk and quite often - using automated translation software which leads to unusual idioms and some errors.
  3. The shop doesn’t react to customers’ feedback.
  4. A lot of ratings were posted within a short time. It often happens for reviews purchased from related services.
  5. Anonymous ratings are also quite often used to publish fake reviews, as it allows one to do it more straightforwardly without spending time to create an account.

How exactly do reviews from previous customers contribute to the growth of an ecommerce store? 

Customers love seeing a lot of reviews. Given the multitude of websites featuring reviews and the high level of trust most consumers place in them, it can be confidently assumed that practically everyone considering your products, regardless of your target demographic, industry, or market, reads online reviews before making a purchase. Therefore, it can be concluded that reviews help accomplish the following tasks:

Boost your sales

Social proof is the psychological tendency where individuals form judgments and decisions by observing the combined actions of others. In this context, gaining confidence in purchasing a highly-rated item comes from reading positive reviews shared by others who made similar choices.

Fundamentally, consumers seek validation from their peers, preferring evidence from fellow customers over potentially biased brand advertisements. The fact that reviews are deemed 12 times more trustworthy than other marketing materials highlights the significant impact of social proof.

Boost your SEO game

Securing a top spot in the SERPs is a common objective for many businesses. Yet, establishing a web presence that's optimized for SEO requires significant time and effort. Luckily, customer reviews can advance your goals effortlessly.

Many customers incorporate keywords, such as product names, into their reviews, generating additional online content linked to your brand. This has a dual advantage: your brand is more likely to surface when web users search for keywords associated with your business, and they're more likely to encounter your positive reviews. 

Assist customers in making decisions

The process of customer decision-making becomes significantly more intricate when buying online. Consequently, most buyers invest more time and effort in scrutinizing products, perusing reviews, and comparing items before making a purchase.

Reviews play a crucial role in the decision-making journey, providing customers with valuable insights into the product, such as its material, size, and shape. For instance, a product might appear smaller than expected in a picture, but customer reviews that offer precise size information can reassure a cautious shopper. 

Establish credibility

The worldwide ecommerce market surpassed almost $3.5 trillion in 2019. In every category, there are numerous brands, yet it's challenging to discern whom to trust without a means to verify quality and reliability.

Although physically handling a product is optimal for assessing quality, for businesses exclusively operating in the ecommerce realm, reviews serve as the next best option. Going through numerous reviews attesting to good quality and services builds an online reputation that customers can rely on. A company with reviews is 63% more likely to gain the trust and business of customers.

Establish confidence

While physically interacting with a product is the most effective method for assessing quality, for businesses exclusively operating in the ecommerce sector, reviews serve as a valuable alternative. Going through numerous reviews that highlight good quality and services helps forge an online reputation that customers can rely on. In fact, companies with reviews are 63% more likely to gain the trust and patronage of customers.

Guide on how to create and utilize customer reviews for your marketing strategy

In many cases, customer reviews naturally come over time, but that doesn't mean you can't expedite the process. By employing online review-gathering tactics, you can increase the number of customers leaving feedback.

Make it easy for customers to leave a review

Simplify the review process for your customers; if you make it too cumbersome, you'll probably receive limited feedback. Opt for an uncomplicated approach. Embed links to your Facebook, Google My Business, and Yelp! pages in marketing emails and on your website.

Ask the customer for a review

Want reviews? Just ask. Sometimes, getting a customer to leave a review is as simple as asking for one. Whether on your checkout page, as a pop-up after making a purchase, or as an email request after item delivery has been confirmed, simply requesting feedback can make a big difference.

Additionally, think about incorporating an uncomplicated review submission form, akin to what Pink Lily has done, at the bottom of your website and product pages. This way, customers can provide feedback without having to exit your site.

Send customer surveys

Utilizing surveys is an effective method for gathering feedback on various aspects of your business, including areas that customers might not typically mention. Following a completed purchase, consider sending an email requesting customers to rate elements such as website navigation, the checkout process, shipping speed, and product quality. This approach provides valuable feedback that can be showcased on your site. Moreover, by incorporating a section for comments, you can swiftly and effortlessly compile a selection of reviews to showcase.

Display favorable reviews on your website and social platforms

In line with the previous suggestion, showcasing positive reviews on both your website and social media is an effective method to magnify your customers' sentiments and demonstrate appreciation.

Survey findings indicate that consumers typically peruse about 10 reviews before establishing trust in a business. If customers are naturally inclined to seek out reviews, why not proactively present those reviews to them?

Enhancing marketing strategies and platforms

Insights from customer feedback can provide valuable insights into the challenges your customers encounter. Your marketing initiatives should directly address these pain points and showcase how your product effectively resolves these issues.

Additionally, customer feedback can unveil the preferred platforms of your target audience. Are they active on Facebook, Twitter, Instagram, or TikTok? Notably, a significant 90% of Instagram users follow business accounts, underscoring the platform's substantial presence and engagement potential for businesses.

Avoid taking unnecessary risks with your marketing budget. Allow customer feedback to reveal your prospects' favored channels, and concentrate your marketing efforts accordingly. This becomes especially crucial in the realm of paid advertising, as investing in ads on a channel not frequented by your audience constitutes a significant financial waste.

Fostering brand ambasadors

What surpasses having a customer? Having a customer who willingly serves on your marketing team.

A brand advocate is an individual who enhances your brand through word-of-mouth marketing. Perhaps they casually tell a friend about their positive encounter with your customer support team, or maybe they enthusiastically share information about your fantastic product on Twitter. Brand advocacy can manifest in various ways, but fundamentally, it revolves around leveraging your brand to draw in potential customers.

By incorporating customer feedback to enhance your marketing efforts, you could potentially cultivate these volunteer ambassadors for your team.


In the digital era, online reviews serve as a powerful form of word-of-mouth marketing, offering external viewpoints on products and services. Positive reviews have the potential to enhance revenue and establish a reliable reputation, while negative reviews or a lack thereof can have the opposite effect.

Recognizing the significance of reviews and knowing how to harness them for business growth can be a crucial strategy to gain an edge in the competitive ecommerce landscape, positioning yourself well ahead of the competition.

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