With online shopping becoming increasingly habitual and preferred among many consumers, it is crucial to optimize the elements that are driving this switch in the first place. One of these elements are reviews.
Reviews are quintessential to the user experience. More specifically, they build confidence in users in deciding on which products to buy and which businesses to support. Nearly nine out of ten users read reviews before purchasing a product (Trustpilot, 2020), and product pages with a reviews experience will bring in 3.5 times more conversions than those without (Bazaarvoice, 2018).
With the peak holiday season around the corner, we have seven tips for creating the best review section on your product page to create a delightful user experience and ultimately boost conversions:
1. Show star ratings at the top of the page
Place star ratings directly at the top of the product page so that users can quickly see the overall rating of the product without having to scroll all the way down to the review section. Include both the user rating average and the total number of ratings next to the star ratings so users quickly get an overview of the product ratings.
Also, try to include an element that can anchor the user down to the review section.
2. Product Reviews: Provide a quick view to the star ratings
Consider implementing a tooltip-like dropdown from the star ratings that allows the user to see a quick breakdown of the reviews before navigating to the review section.
By having a CTA or link in the dropdown, you can anchor the user straight to the review section on the page.
3. Encourage users to write a review
Your review section is just as helpful as the ratings your products are getting. To encourage users to actually rate a product, have a “Write a Review” CTA that users can see clearly in close proximity to the review section or within the review summary itself.Include another “Write a Review” CTA next to the star ratings at the top of the page so users can navigate to the review form without having to scroll down to the review section. Use approachable and informative copy around the CTA that can entice the user to leave a review.
4. Include a review summary with key information
Have a review summary at the top of the review section that can better help users understand the product at a glance. This can include:
- Quality, value, length, durability, or any other relevant features of the product.
- Most popular or helpful reviews.
- Overall recommendation of the product.
- A breakdown of the star ratings.
Present this information in engaging but easy-to-skim visuals, such as scales, percentages, progress bars, or horizontal bar charts.
5. Implement a sort feature for reviews
Search filters, such as ‘most recent,’ “lowest rated,” or ‘most helpful’ ensure that users can easily find relevant reviews.
Have the sort feature set to ‘relevance’ by default to ensure that users are seeing a natural mix of both positive and negative reviews, as well as reviews that are relevant to their needs, early on.
Make sure that this sort tool is easily findable and recognizable on the page. Place the tool by the start of the reviews list, and have a ‘Sort By’ label to either label a sort dropdown or read as a headline above any sort links. Also, use familiar language when writing filter options.
6. Use search filters
Add relevant search filters that can find reviews that are better tailored to the specific user. This can include:
- Size, height, and weight
- Common keywords
- Verified purchases
- Reviews with images
Like the sort options, ensure that these filters are findable and recognizable on the page. Keep the filters close to the sort feature, and use easy and familiar language for all search filter labels, whether it be in dropdowns or as text links.
7. Allow users to filter by star ratings
When there are many reviews for the product, it is very helpful to allow users to filter by specific keywords that are relevant to their needs. But the different star ratings can be just as interesting for buyers. Make sure to allow users to sort through reviews by different tiers of star ratings. Have this breakdown of star ratings located in the review summary.
Include the number of each rating next to its respective star rating, and allow the user to click on this number to see reviews of only that star rating. Make sure to provide an easy way to remove any filters.
In summary, reviews can be a very important tool to build trust and give valuable information to your customers. To get the most out of this section, ensure that reviews are relevant and easily accessible. When showing reviews on your product page, make sure to place star ratings and a quick view of the ratings at the top, encourage users to write reviews, include a review summary, and implement different sort and filter features. Whether or not you already display reviews on your product pages, this is your calling to build and improve the reviews experience.
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