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E-Commerce Product Reviews: How to Generate and Display Your Reviews

How good is your product?

Do your customers (and potential customers) know how good your product is?

And how do they find this information?

Do you simply tell them how great your products are and why they’re better than all the others?

Or do you let your own customers tell the story of why they bought your product and how it helped them?

If you’re answering yes to the question above, you’re already onto a good start.

When it comes to showcasing your product’s value, it’s important to highlight the reviews of your happy customers.

This way, people get to make an informed (unbiased opinion) on how your products will change or improve their life.

In this post, we’re going to walk you through a solid strategy for generating reviews and show you some examples of e-commerce companies who implement their reviews to their stores.

The importance of highlighting reviews

Reviews important for your e-commerce store, but they’re not that difficult to acquire if you know how.

The benefits of showcasing your product reviews on your site are tenfold. First, you’re able to build trust.

Your customers don’t care if you say that your water bottle is the coolest and best out there. Frankly, they probably don’t believe you.

But, if they were to read 100 reviews all talking about how your water bottle is the coolest, other potential customers suddenly start to take notice. No one like FOMO. If there’s a new and hip product that everyone is talking about, others want to get involved.

On the other hand, though, if there is a product no one is talking about, potential customers are likely going to be weary about making the purchase.

Reviews are also good for generating traffic from Google. Google has a feature that highlights the star rating of specific products.

This means that having a high star rating plus a high google ranking could lead to increased traffic to your site and therefore increased sales.

Reviews Google Display

In the example above, you can see that Chillys has a 5 star rating for their water bottles.

This, for many, is enough for them to want to click through and learn more.

Onsite vs offsite reviews

When it comes to your review placements, you have a number of options:

  1. Onsite
  2. Offsite

Onsite reviews

Onsite reviews are those housed on your own website. You’ll be mostly familiar with these when browsing other e-commerce stores.

On Site Reviews

In the image above, we can see that Argos features their reviews on the same page as the product listing.

This way, when someone wants to look further into a specific product, all the information (including user reviews) is there.

As Argos receives a wide number of reviews per product, they make it easier for others to access the best reviews by including a “helpful – yes – no” section”.

This way the most helpful reviews show up top and the less helpful ones are further down.

It makes sense for them to do this considering how many reviews their site generates.

Who has time to read through 711 reviews of one product?

Offsite reviews

Offsite e-commerce reviews are ones not directly on your website. These types of reviews usually have a range of different formats.

You could find your product review on a review site. You might find someone reviews your product on their social channels or perhaps someone reviews your product as a video.

Let’s look at an example.

EveloBikes is a company who sell electric bikes. It’s generally a large purchase and not something someone buys on a whim.

Because of this it’s imperative they get their reviews in order.

Evelo Bikes Reviews

If you search “evelo bike reviews” on Google, you’ll see the top results are all independent reviews from individuals or companies.

This is effective because it shows that Evelo is popular enough to generate this much buzz about their brand.

Also it presents potential customers with as many different reviews as they could want to read before making that all important decision as to which electric bike they choose to buy.

Evelo bikes customer stores

Evelo also has a page on their own website dedicated to customer stories. These are real stories from real people who have bought a bike.

This works well because it presents a certain level of authenticity for the brand.

Getting reviews

When it comes to actually receiving reviews, you might find that your customers already do, without too much prompting from you.

The first thing to do is make sure your e-commerce store actually allows reviews.

There are plenty of tools out there that will allow you to collect customer reviews and feedback however, we recommend Yotpo.

Yotpo App

Sometimes, however, you might find that only a handful of customers are open to giving you reviews without you asking for it.

In these scenarios, it’s helpful to send a follow up email.

Note: The role of this email is to ask for reviews – good or bad – not force your customers to give you five stars.

Amazon Review Method

Amazon do a great job of asking their customers to review products by making the process easy.

Within the email you can click one of the star ratings and you’re immediately taken to a page where you’re able to provide more detail and reasoning for your score.

If you’re emailing people for reviews but still seeing less traction than you’d like, why not think about offering an incentive.

Your customers need a reason to want to give you a review and often a good product isn’t a good enough reason.

You don’t want to make this incentive too lucrative, or you’ll find it’ll cost your business money.

Some things you could try include:

  • Free shipping on your next order if you leave an honest review
  • 5% of your next order if your leave an honest review
  • 10 loyalty points if you leave an honest review

The key here is to get honest reviews. Site where there are only 5* reviews almost always seem shady.

People generally aren’t fully happy with a product and like to talk about those details in their reviews.

If you do find you have negative reviews, don’t think too badly on this.

It provides you an opportunity to improve your product or work with the customer to alleviate whatever grievances they have.

Example of good reviews from Canon

Canon show a link to product reviews right next to the image of the product.

Canon Review Method

When you click the link, you’re taken to the middle of the webpage and it looks like this:

Canon Reviews

This section provides with you with a top level view of all the reviews.

Without even having to read the reviews, you have a better understanding of how people viewed the quality of the camera as well as the features.

What makes canon review feature most interesting is their “sort by” tool.

Canon Review Feature

Here, you’re able to sort the reviews based on what’s most important for you. If you’re say a beginning photographer the reviews by the experts and professionals probably won’t be as valuable as the reviews from others just like you.

This highlights an important detail about reviews.

Yes, you want to encourage as many honest reviews as possible, but at the same time, you need to make sure that you find a way to present the reviews to people so that they’re able to find the information they need without having to read every single review.

Product Reviews Takeaways

Getting reviews for your products on your e-commerce store is imperative for success. You need to build trust with potential customers who land on your site and the best way to do that is to showcase your reviews.

Alongside this, think about your external reviews. What are others saying about you (not on your website). Potential customers will use these reviews as a source of knowledge too so it’s good to see what external sites think about your products.

Get your product reviews in order and you’ll find your sales increase. What’s stopping you, start today!


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