The ability to quickly share opinions with others and even with strangers on the Internet has drastically changed how people shop online. In eCommerce, customer feedback now plays a direct role in shaping trust, purchase decisions, and ultimately conversion rates.
TL;DR
Ratings and reviews influence conversion rates because they reduce buyer uncertainty, increase trust, validate product quality, and keep visitors from leaving to search for proof on other sites. The biggest conversion wins come from: enough review volume, recent reviews, clear star ratings, helpful owner responses, and a healthy mix of positive and negative feedback.
According to the results of marketing research in 2010, only 31% of buyers paid attention to comments and reviews about products on the site before they bought something. A similar survey in 2017 showed that over 80% of customers pay attention to reviews and comments about products.
The consumer trusts reviews because they are looking for a real user experience. Therefore, goods and marketplaces where there is a sufficient number of real reviews, of course, are more popular.
Practice shows that a large e-commerce site with a large number of visitors may have a lower conversion rate compared to a new site that has a small number of visitors and a couple of dozen reviews.
Our internal research has shown that a low conversion rate is one of the main reasons why eCommerce users come for Wiremo services.
Why Reviews Change Buyer Behavior
Reviews and ratings do more than “look good.” They solve the biggest problem in online shopping: the customer cannot touch the product, cannot talk face-to-face, and cannot instantly verify quality. Reviews become the shortcut for trust.
When your product page has strong review proof, visitors spend less time doubting and more time moving toward the cart. That is how reviews lift conversion rates.
Buyer psychology
A visitor usually buys when they feel three things: confidence, clarity, and safety. Ratings and reviews deliver all three by showing what to expect, what other people experienced, and how problems are handled.
Sales or Beneficial Actions
As soon as visitors appear on the site, we must turn them into buyers or incline them to a beneficial action. One of the oldest and proven methods to detain a visitor on the site is called “social proof”.
This method consists in providing new visitors of online stores with free access to the previous customers’ user experience.
Reviews directly affect the sale of goods, especially when the product has just appeared on the market. If a product is new and there are no reviews about it on your site, people compare characteristics and prices first, then look for evaluations elsewhere.
If the site does not have product reviews, visitors will return to Google and continue to search. As a result, they can find reviews on other sites where they will make a purchase, as they will be more loyal to the new site.
Thus, the conversion rates on the first site will decrease, and on the second, they will go up. The customer will already be “warmed up” with information from the first site and will only need one trigger to purchase: the user experience of other people.
Quick checklist to protect conversion rates
Add star ratings above the fold, show review count near the price, highlight “most helpful” reviews, and include a clear review filter (size, color, verified purchase, photos). If visitors can’t find proof fast, they bounce.
How Ratings Influence Conversion Rates
Star ratings are the fastest signal on the page. A visitor can decide in seconds whether a product “feels safe” or “feels risky.” Even before reading, they evaluate:
- Overall star rating
- Number of reviews
- How recent the reviews are
A high rating with only a few reviews can feel weak. A slightly lower rating with many reviews can feel stronger. That is why volume and credibility matter for conversion rates.
What matters more than a perfect star score
- Review volume: Customers trust a product more when many people have bought it.
- Recency: Fresh reviews make the business feel active and reliable.
- Specificity: Detailed reviews answer questions and reduce uncertainty.
- Photos and videos: Visual proof reduces risk and supports buying decisions.
Pro tip
Don’t hide your review count. Show it everywhere the buyer hesitates: product list, product page, cart, and checkout.
Removing doubt at multiple steps is how reviews lift conversion rates.
Negative Reviews Are Also Helpful
There is a misconception that negative feedback reduces conversion and it’s better not to allow such comments on your site. But this is a big mistake.
Exceptionally positive feedback from customers causes no less suspicion than its absence.
The probability of making a purchase in accordance with the number of positive reviews:
- The highest probability of buying from online stores is with the number of positive reviews from 80% to 95%.
- More than 95% of reviews raise doubts among online stores’ visitors.
You need to work with negative reviews. Apologize, specify the details, thank them for the opportunity to improve, compensate for dissatisfaction, and explain how you fixed the problem. With Wiremo, you can respond fast and resolve conflicts. If the conflict has been resolved, use Triggers and offer a discount or bonus on a repeat purchase.
How negative reviews improve conversion rates
Negative reviews often answer real buying questions: “Does it run small?”, “Is shipping reliable?”, “How is support?”. When you reply professionally and fix patterns, future buyers feel safer, which increases conversion rates.
According to statistics, on sites with negative reviews, the conversion is 14% higher than on sites where only positive reviews are published. Others should know you do not abandon customers with negative experiences and that you meet halfway when solving conflicts.
Your Buyer Is Interested in Reviews About the Product and About You
If your company is not mentioned on the network and there are no reviews about your work, the buyer will likely prefer more “well-known” competitors.
Company reviews are a reliable indicator of reputation. With Wiremo, you can contact buyers and ask them to share feedback not only about the product, but also about the overall experience. This gives you valuable insight and helps you improve weaknesses that could reduce conversion rates.
User experience and ratings have changed the classic funnel. Between visiting your site and ordering, visitors read reviews and compare you with competitors. You can have a unique assortment, a bright website, and even lower prices, but your conversion rates will be minimal if you do not give visitors proof and trust.
Practical Ways to Increase Conversion Rates Using Reviews
Show reviews where decisions happen
- Display star ratings in category pages and search results.
- Place review highlights near the price and “Add to cart” button.
- Use “Most helpful” and “Most recent” review tabs.
Use review filters to reduce buying friction
- Filters by rating, size, color, usage, verified purchase, and photos.
- Search inside reviews for keywords buyers care about.
Turn reviews into conversion content
- Convert repeated praise into benefit bullets on the product page.
- Turn repeated complaints into clear expectation-setting (shipping time, sizing notes, instructions).
Mini action plan
Step 1: Collect more reviews.
Step 2: Display them above the fold.
Step 3: Reply to negative feedback.
Step 4: Fix repeated issues.
Step 5: Use the best review quotes near your CTA buttons.
Further Reading to Improve eCommerce Conversion Performance
If you want to go deeper into improving purchase decisions and buyer confidence, the following resources expand on topics that directly influence conversion behavior in e-commerce:
- why customer feedback influences buying confidence
- how review signals support search visibility and buyer trust
- practical methods to increase verified customer feedback
- improving on-site decision paths for higher purchase completion
- managing customer feedback to strengthen brand credibility
Frequently Asked Questions About Conversion Rates and Reviews
1. How do ratings and reviews affect conversion rates in e-commerce?
Ratings and reviews improve conversion rates by reducing uncertainty, increasing trust, and helping shoppers feel confident that the product and store are reliable.
2. Do more reviews increase conversion rates?
Usually, yes. A higher review count builds confidence, proves real purchase volume, and helps buyers feel safer, which often increases conversion rates.
3. What star rating is best for conversion rates?
A strong rating matters, but perfection is not required. Many shoppers trust a realistic mix of feedback more than an “all perfect” profile, especially when reviews are detailed.
4. Can negative reviews increase conversion rates?
Yes. A few negative reviews can make your review profile feel authentic. When you respond professionally, negative feedback can increase trust and improve conversion rates.
5. Should I hide negative reviews to protect conversions?
No. Hiding negative reviews can reduce trust. A transparent review profile with helpful responses often performs better for conversion rates.
6. Do review photos and videos improve conversion rates?
Yes. Visual reviews reduce “product risk” because shoppers can see real-life results. This can increase confidence and lift conversion rates.
7. Where should reviews be placed to improve conversion rates?
Place ratings above the fold on product pages, near pricing, near “Add to cart,” and in category pages. Reviews should appear where customers hesitate.
8. Do review snippets in category pages affect conversion rates?
Yes. Star ratings and review counts in product listings can improve clicks and drive more qualified traffic to product pages, supporting higher conversion rates.
9. How does review freshness impact conversion rates?
Recent reviews signal that the product is still relevant and the business is active. Fresh reviews reduce doubt and can improve conversion rates.
10. Do verified purchase badges improve conversion rates?
Yes. Verified purchase labels reduce skepticism and help shoppers trust the review content, often increasing conversion rates.
11. How do review responses affect conversion rates?
Professional responses show customer care and accountability. Buyers often judge the business by its responses, which can improve conversion rates.
12. Can reviews reduce refunds and return rates?
Yes. Reviews set expectations and help customers choose correctly. Better expectations reduce disappointment, which can lower returns and protect revenue.
13. Should I use review filters and search in reviews?
Yes. Filters (size, color, rating, photos) and review search help shoppers find answers faster, reduce friction, and support better conversion rates.
14. How can I collect more reviews without annoying customers?
Ask at the right moment (after delivery or after success), keep it short, and make leaving a review easy. Better timing and lower friction increase review volume.
15. What is the biggest review mistake that harms conversion rates?
The biggest mistake is not displaying reviews clearly or letting negative reviews go unanswered. Poor visibility and no responses reduce trust and can lower conversion rates.
