Aim to get 10+ reviews per product, which is enough for shoppers to make an informed decision. If a big percentage of your products have zero or only a few reviews, that can hurt your conversions.
- Place the Write a Review button prominently in the Reviews section
- Offer sweepstakes or discounts in exchange for writing a review.
- Send an email after delivery to request a review on the product(s) they bought (see best practice #145)
- You can go as far as giving away some products in exchange for reviews
- Ask for a review on their return visit for the products they bought (see best practice #193)
- Include reviews from the brands you sell
And some other thoughts on reviews:
- Encourage reviewers to add a photo and/or video to their review.
- The review should have information about the reviewer, for context (age, size, use for the product…), whatever is relevant for that product
- Build trust by having verified reviews, such as with TrustPilot.
- You can ask them to rate the product on a few attributes (e.g. for a computer screen: Brightness, Screen Quality, Light Weight) and then you can show those attributes in the distribution summary.
- If your products have a lot of reviews, it makes sense to add a Sort dropdown, or at least sort the reviews by relevancy (show the most helpful reviews, positive and negative, at the top or in a featured section)
Load More or Pagination?
My take on this is that a Load More button provides a better user experience, but pagination might establish more social proof if there are several pages. It gives users a quick idea of how many reviews there are.
Test it if you can.
From a member of Ecom Convert:
I actually prefer pagination. If I see there are 12 pages of reviews, and the average is 4.7/5, I’m immediately more comfortable with the product. If I see “Load More,” that doesn’t necessarily indicate there are very many reviews.
If you show a review count summary at the top of the list of reviews, I suppose it’s really just a preference thing if you want Load More for pagination. It can make the page extremely long, though, which I’m not a huge fan of personally.