Increase your Revenue with Customer Reviews

Adding customer reviews to your website or listing your company can often seem like a huge risk. As a business owner, one negative review about your products or services can seem like the end of the world — leading you to think that your company’s reputation is in tatters and that no one will ever purchase from your site again. Despite fears of receiving negative feedback, being featured on sites like Trustpilot and Yelp (or integrating reviews on your website) can prove hugely positive to both SEO campaigns and conversions.


We delve a bit deeper into this subject and show why even negative reviews can be positive …


Fresh and unique content


Search engines love new content, it’s one of the main reasons why we always recommend small businesses begin to write blog articles for their brand to share on social media and drive traffic to their website. Most pages on a website are fairly static, once you create a new page on your website advertising a product or a list of services it’s unlikely that the information contained within will change that often, so integrating a reviews section on the page entices search engines to crawl your website. The more user generated content you have, the more likely your website will improve it’s search ranking, so getting your customers to interact with your website as much as possible will only prove more beneficial.


Improve your search ranking with reviews

65% of customers read online reviews prior to making a purchase decision, meaning more and more searches are being conducted specifically for reviews of a product. If you are an e-commerce business selling a particular product within a competitive market, product pages populated with reviews are more likely to pick up traffic over ones that aren’t so it’s a good marketing strategy to encourage customers to leave reviews for products they have purchased, giving them an incentive to do so.


Reviews increase conversions

Aside from SEO, the most important purpose of reviews is to convert visitors into paying customers. Given the fact that 65% of customers are more likely to purchase from a site that features reviews, you could be missing out on business if there’s no way of knowing what people make of your products and services.

Psychology plays a huge role in purchase behaviour in the form of social proof, a marketing tactic for easing the minds of worried customers. Most people subconsciously like things that “resemble” them in some way. These studies have found that when it comes to valuing the opinions of others, our brains place more weight on those people we deem to be the most like us. E-commerce sites that are targeting a particular customer base should align their product ratings to suit how potential customers are making a purchase and provide some feedback to help with future customer purchases. Those who use their website to advertise niche services and products will find this particularly useful as quite often the reviews are from customers who have a greater interest in the products they are purchasing and therefore will provide information within the review that is more likely to benefit others and potentially lead to a higher chance of conversions.




Victoria’s Secret PINK brand’s website uses customer reviews to give advice to others on the size and fit of individual items. Potential customers can recommend and sort reviews, giving them a “thumbs up” if they are particularly helpful. The brand offers incentives to encourage verified customers to leave ratings and reviews on purchases.


Improve your business locally


If you are a business that relies on local custom, reviews are vital. They reaffirm your company’s reputation against your competition and make your business look well … busy and therefore trustworthy. Google favours trusted businesses that can provide a great customer experience from the moment that their company name is searched. My Business provides a great way for to show people you open for business, your location and contact details. It’s one of the best ways show you’re an active company by allowing customers to post reviews about the services they have received.



Reviews on Google provide valuable information about your business to both you and your customers. Business reviews appear next to your listing in Maps and Search, and can help your business stand out on Google.


Bad Reviews are not always that bad

If you are business selling products online the best way way to see if a product will provide the company with longetivity in terms of quality, value and repeat custom is by allowing your customers to review it. A key factor in winning customers’ trust is for them to believe that your reviews are authentic. No one wants a bad review. But any critiques you receive can help you improve your product – and demonstrate to customers that you’re truly interested in listening to their feedback.

All reviews are valuable, and a mix of positive and negative reviews helps to improve consumer trust in the opinions they read. Recent stats from Reevoo suggest that the presence of bad reviews actually improves conversions by 67%. Reevoo found that people that seek out and read bad reviews convert better, as the very fact that they are paying such close attention means they are more likely to be in purchase mode. The benefits of bad reviews very much depends on the proportion of good to bad. Negative reviews often make the positive ones more believable, but there is a point at which they ring alarm bells for consumers if your product or services are bombarded with negative reviews.



​Customer reviews are an easy and inexpensive way to build trust, increase sales, and spread the word about the amazing products on your store or site. So don’t hesitate to include the voices of the people who know your products best – your loyal customers.​


Andrew K

A multidisciplinary designer specialising in E-commerce and UX who loves every stage of the online design process.

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