Customer reviews allow shoppers to find out how customers feel about the products they purchased from a store.
They help them tap into consumers’ authentic and genuine opinions and further guide them along their decision-making process.
Customer reviews also provide valuable feedback and insights into how you can improve your products and store to increase sales.
First, though, you need to create a strategy that actively involves acquiring great customer reviews that are thoughtful and effective.
In this post, we’ll discuss this strategy:
Let’s dive in.
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A customer review is an honest assessment of the customer's experience with your brand and what you sell.
Customer reviews take many forms—ratings and personal accounts on product pages, product reviews in major publications, reviews on third-party sites like Google and Amazon, customer stories on brand blogs, video testimonials, user-generated content on social media, and more.
Shoppers want to know how people use and like your products by reading customer reviews.
By collecting and displaying these reviews, you set your business up for success in different ways.
Customer reviews are integral to your customer’s online buying decisions.
According to research by Baymard Institute, 95% of users relied on reviews to evaluate or learn more about products. Often users even rely on reviews over product descriptions.
They are a go-to source of product information that shoppers use and expect from ecommerce stores when browsing their products.
"More than half of online shoppers read product reviews before purchasing. 80% are less likely to buy a product if it has no reviews." Eric Netsch, CEO and co-founder of Tapcart
When your store displays good customer reviews, it proves that you are an established business, transparent, and give your customers a voice.
And since the online marketplace can be a scary place, the presence of customer reviews on an online store helps establish authenticity, confidence, and trust among shoppers.
After all, 79% of consumers say they trust online reviews as much as personal recommendations from friends or family.
You can even boost the trust of those who recently purchased:
"One massively overlooked tactic: customer reviews on your thank you page. Why? To attenuate buyers remorse. 64% of US consumers say they bought something that they later regretted. That's 64% of people who are likely to return their purchase and hit your bottom line with order cancellations and refunds. A customer testimonial on your thank you page doesn't only get your customers amped up to receive their product, but it also reduces the likelihood of them changing their minds." Fintan Meagher, Marketing Lead at ReConvert
The majority of customer reviews are totally original, contain keywords that your customers are searching for, and are published regularly.
Consequently, they help boost SEO by driving highly qualified traffic to your website—specifically targeted product pages.
A study by Yotpo analyzed over 30,000 online businesses that regularly add customer reviews to their websites—and the results are clear—customer reviews have a significant impact on boosting organic traffic.
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Several different types of customer feedback are available for you to choose from, including:
Next, we dive into the details of each type of customer feedback.
For a jolt of inspiration, read through the following list of customer review examples and how they can increase your brand’s online reputation and sales.
There are two types of reviews that customers can use when learning about your store and its products:
Showing that your ecommerce store has a presence across third-party review sites indicates that your products are popular among consumers.
It also helps establish brand authenticity and serves as valuable social proof. Since most users know that reviews on third-party review sites can’t be deleted, they trust them more.
The ecommerce brand The Ridge is a Shogun customer that utilizes multiple third-party review sites successfully.
Google My Business allows you to register and create a verified account for your ecommerce business so that shoppers can find out your hours, company name, location, phone number, read reviews, and more.
Never underestimate the power residing behind the weight of a Google Review.
They can profoundly influence your consumer’s decisions since they are listed on the right-hand side of Google’s search results and within Google map results.
With a whopping 31,225 Google reviews (at the time of writing this post), they help The Ridge stand out amongst its competitors.
This Shogun customer has definitely conquered customer reviews on Google My Business, as seen below.
One of the first online stores to allow consumers to post reviews since 1995—Amazon is a major resource customers use to research products before they buy them.
In fact, according to a survey of more than 6,500 U.S. shoppers, 95% of consumers indicate they read product reviews on Amazon.
The Ridge is very successful on Amazon, with over 12,000 reviews and a 4.5 rating.
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Shoppers trust, pay attention to, and are inclined to believe the opinions of unbiased experts and reputable brands.
Indeed, research has shown that independent experts are the third most trusted sources of information (43%). Displaying this type of positive customer review on your website will be appealing to your potential customers.
Shogun customer BirdRock Baby sells baby moccasins. On its homepage, the store displays expert reviews from trusted brands like Romper and Motherly.
These brands are credible, and their opinions about BirdRock Baby’s baby moccasins help build a foundation that establishes trust with shoppers.
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When you take the time to talk to your customers, you’ll discover that their stories are unique and memorable, along with finding out their motivations, fears, and aspirations.
Customer stories are informal, natural, and describe your customers’ journey with your products, including how they affect and improve their lives.
This can create an emotional connection with your shoppers and turn them into new customers.
Customer interviews and stories can be particularly helpful if the products an ecommerce store sells don’t easily ignite the imagination.
Shogun customer Wisdom Supply Co., a company driven to address plastic pollution, designs products for reuse, repair, and authentic recyclability— products like plastic-free folders and paper-only planners.
They use the power of customer stories to build a sense of community by explaining why people are purchasing their products—to ultimately help reduce waste and better the environment.
Customers identify with your customer's images more than images of anonymous models on your product pages.
Likewise, 66% of shoppers find the availability of photos from previous shoppers as important when deciding to purchase online—and 62% are more likely to buy a product if they were able to view customer photos.
However, 34% of ecommerce sites don’t allow users to upload an image along with their review.
With this in mind, make sure your customers don’t miss out on the opportunity to showcase their love of your products.
Bombay Hair, a Shogun customer, displays before and after images of its hair extensions on their customers. With genuine customer images, shoppers get a clear picture of how the hair extensions will look on their hair.
User-generated content is on the rise in ecommerce, and when used to display customer reviews, the results can’t be ignored:
Authentic, original, and trustworthy content created by fans, UGC is a cost-effective way that ecommerce stores can advertise their products to their potential customers.
It also provides a form of two-way communication that helps customers relate to brands and build trust.
Let's take a look at how Shogun customer ManCave utilizes user-generated content.
ManCave asks shoppers to share photos of its products on their stories and posts. They then ask users to tag @mancave and other hashtags to take part in challenges.
And since ManCave displays both Instagram posts and stories on its homepage—customers can access them both easily without going to their social media profile.
When shoppers click on an Instagram story, it will instantly appear—putting the UGC front and center on its homepage.
ManCave uses the Page Builder app effectively across its website—a primary reason it made it onto our customer review examples list.
#cta-paragraph-pb#ManCave was featured in our Shopify Showcase along with 24 other brands that designed their high-converting landing pages with Shogun. Check it out here.
A customer quote or testimonial is typically an unbiased, negative or positive review of your products and store.
They can be any length, as long as they are persuasive and inspire your shoppers to take action.
You can take the positive reviews you receive from your customers and repurpose them into glowing quotes and testimonials for your website.
Find and collect them from a variety of places:
The effectiveness of customer testimonials and quotes has been proven. When placed alongside more expensive items, they increased conversion rates by 380%, and when placed next to less costly items, the conversion rate increased by 190%.
Shogun customer Healthy Human displays two quotes from customers on their homepage.
They include the customer's name and the product they purchased, lending credibility to their testimonial.
For some customers, video testimonials can be more engaging and convincing than text testimonials.
Studies have shown that 2 out of 3 people would like to make a purchase after watching a testimonial video, and 47% of people prefer testimonial videos because they help to visualize the product details.
This is why it can be better for some ecommerce brands to display customer reviews in video format instead of text.
One of the many Shogun customers that use videos to display customer reviews, Helix Sleep showcases professional and high-quality video footage.
The videos show the benefits its happy customers experience with its mattresses.
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Social media is one of the best word-of-mouth catalysts since shoppers like to see brands talk with real people.
They also like to see how brands respond—particularly to customer reviews and if they provide good customer support.
And since 32.7% of users don’t trust sponsored product reviews at all, shoppers often rely on genuine customer reviews on social media to help them decide if your products are worth their time and money.
Consequently, it makes sense to have an active presence on your social media platforms and engage your customers there—while other shoppers are watching.
One of our great review examples and Shogun customer TKEES shows its followers they care by having real people behind their social media accounts that reply to messages.
It demonstrates that they value their customers and deal with problems effectively.
Having customer reviews placed in popular publications is a great tactic to reach your target audience.
The aim is for the customer to be influenced positively, without overly noticing the placement of the product.
When done correctly and without seeming like a traditional advertisement—the customer review can draw in customers, increase brand awareness and ultimately increase sales.
In an interview with Glamour Magazine, Cassandra Grey, founder of the luxury ecommerce beauty site Violet Gray, states that one of her favorite beauty products is U Beauty's Resurfacing Compound.
Cass Grey is a well-known beauty junkie, and her customer review on a popular publication like Glamour helps Shogun customer U Beauty reach a wider audience.
Next on our list of customer review examples is blog post reviews. They are a detailed analysis of a product written in a blog post.
Often the blog post will include:
In return, the person who owns the blog or wrote the product review receives a commission by using an affiliate link throughout the post—in hopes that the reader will click on it.
The main benefit of this type of customer review is that the reviewer often has more knowledge about the product and niche than the average customer—providing deeper and more valuable insights.
The owner of the blog may also already have an audience that trusts their opinions.
Nomad, a top-rated Shogun Frontend customer, had one of their products—The Nomad PowerPack—reviewed by Alex Kwa.
The post is very informative and provides answers to common questions that consumers will have about the product.
There are lesser-known but good customer review examples that may be more suited to your brand.
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Having a couple of reviews published across your brand’s website, social media, and other publications is not enough—you need to have a significant number for your customers to feel they can trust them.
Research data by Baymard Institute shows that shoppers often prefer to purchase products that have a higher number of reviews over higher product ratings.
For instance, a survey showed that 70% of users would choose a product with a 4.5-star rating average based on 12 reviews over a product that had a perfect 5-star rating with only two reviews.
Similarly, in a second survey, 74% of users chose the lesser rated product with a higher number of reviews.
And according to Statista, online shoppers in the US expect an average number of 112 reviews, with younger shoppers expecting more reviews than older ones.
But how can you get that many customer reviews? And what percentage of customers leave reviews?
Today's customers are more tech-savvy than ever, and with more than 50% of consumers aged 25-34 writing a review of a business or product—there are many ways you can acquire customer reviews.
Sometimes your happiest customers may need an incentive to leave a customer review.
They have busy schedules and long to-do lists, so offering the chance to win a prize after leaving a review may give them the motivation they need.
Kate Spade Saturday offers their customers 25% off their next order if they complete the survey—a difficult incentive to refuse for shoppers who like their products.
Customers aren't likely to go out of their way to leave a review for the products they purchased from your store—even if they love them.
So how do you get your customers to leave a review? Make it as easy as possible for them—simplicity is key.
Mack Weldon makes it easy for its customers to leave a review by using a clear and concise email. It makes it obvious that leaving a review won’t take longer than a few seconds of their time and all they need to do is click on one of the stars.
"The best approach to solicit reviews is simply to make it easy for them to leave a review. So, offering the option right away with a link to a feedback survey or shooting an email immediately after the purchase to leave a review. Your marketing strategy could also include offering review incentives like discounts for leaving a product review." Stacey Kane, Business Development Lead at EasyMerchant
After your customer has completed their purchase—let them know that your goal is to enhance their customer experience further.
Do this by sending an email that asks if they would complete a survey to review how they found the product and the overall service they experienced.
Withings sent an email to their customers requesting them to fill out a two-minute survey.
Next, we’ll discuss how to ask for customer reviews in a way that entices them to take action.
When you set up a system for continuously asking for reviews, you ensure that your online store has a steady stream coming in.
Thankfully, asking your customers to give reviews doesn’t have to feel awkward or self-serving.
Your customers rely heavily on reviews when deciding if they want to purchase a product from your store.
So you must know how to respond to both negative and positive feedback.
Research has shown that 53% of users specifically seek out negative reviews for products they are interested in, and 37% of users positively factor in any site responses to negative reviews—both in how they feel about the negative review, product, and website.
And unfortunately, 83% of ecommerce sites don't respond to negative reviews. This is a missed opportunity to leverage the bad review as a branding and marketing opportunity.
"Acknowledging both positive and negative reviews is an effective way of reinforcing customer loyalty. 83% of customers agree they feel more loyal to brands that respond to and resolve their complaints." Eric Netsch, CEO and co-founder of Tapcart
When responding to a negative review its best to:
Below you can see a real-world example of an excellent response to a negative review.
"If you've got negative reviews, don't despair! Respond publicly to the review in a way that shows empathy for their concerns without being defensive or dismissive. Don't delete reviews just because they're negative—you need that information so that you can improve! Keeping them up as you resolve the issue demonstrates your transparency and authenticity to current and potential customers." Tom Leighton, COO of Sofary
Responding to a positive review is an easy way to develop a one-on-one relationship with your customers.
Potential customers will see your response as a positive engagement if it’s something like this:
Below is a review example from adidas encouraging the customer to return to the store.
Positive reviews are powerful marketing tools. No matter how great your own marketing messaging is, it will never come off as earnest and sincere as a customer review.
So, when you get positive customer reviews, you need to take advantage of them. Don't let them sit around—inject them into your marketing to enhance their power.
"You can take advantage of positive reviews in a few different ways. Use them as social proof to drive more sales. When shoppers see that others have had positive experiences, they’re more likely to purchase themselves. Or, use them as a marketing tool. If you have particularly glowing reviews, highlight them on your website or in your marketing materials. This helps attract new customers and build brand awareness" Jamie Irwin, Director & Founder at Straight Up Search
When you combine your usual marketing strategies with positive product reviews, you amplify the effect it has on potential customers.
Integrating particularly great reviews into your store design laces the shopping experience with trust-boosting messaging, helping to push them through the funnel.
"Once you have some solid reviews and testimonials, you should promote them as much as possible—on your homepage, product pages, social media, advertising, etc. You want to show potential customers that 'yes, there are customers using our products,' and 'yes, our products have helped them.' The more reviews you have the better." Luke Genoyer, Marketing Director at United World Telecom
Shogun’s page builder app has a product reviews element that allows users to display their customer reviews anywhere on their store.
All you need to do is drag the product box onto your store’s page and then add the Product Review element.
You can then customize the look of your product reviews so they are consistent with the rest of your branding.
Shogun also makes it easy to display user-generated content from your Instagram feed on your website. You just need to add the Instagram element to your page.
You can also hide the description of Instagram posts, the number of posts displayed, and if the images direct users to your Instagram account.
Shogun’s product review element integrates with Shopify Product Reviews—making it easy to display your Shopify customer reviews on your Shogun pages.
All you need to do is make sure Shopify Product Reviews is installed.
Then add the Product Box element and change the integration setting to Product Reviews.
A happy customer is one of the most important assets your company can have.
The reviews they give help control how your audience views your brand and ultimately boost sales by appealing to potential customers.
You don’t have to choose one type of customer review over the other.
Instead, create a cohesive marketing mix by testing different reviews to see what your customers respond to the most—choosing from the list of customer review examples we provided in this post—using Shogun Page Builder to add those reviews to your store.
Finally, put in place an active strategy that encourages reviews rather than waiting for them to happen naturally.
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Michelle Deery is a writer and strategist for B2B SaaS companies. She writes content that helps brands convert visitors into paying customers.