How to Leverage Customer Reviews on Your eCommerce Site

Customer reviews are marketing gold. Studies show that most consumers trust recommendations from fellow customers more than the promotional content marketers put out. Positive reviews, thus, bolster your reputation and drive more traffic to your e-commerce website. Below we discuss ways to utilize online reviews to gain even more benefit from them:

1. Add reviews to your e-commerce website

If you received some five-star reviews on Yelp, show it off on your website. Take positive quotes left by customers and insert them in various web pages, including the landing and sales pages, to increase the prospects’ confidence in doing business with you. You can also set up a separate page for users who want more feedback to base their decision on.

2. Display reviews on your social media profile

You may not know it, but a lot of your first-time traffic comes from social media. Some people start their search on social networking platforms and will only click into your e-commerce site if your profile portrays you as reputable. What better way to add to that than by displaying the positive things existing customers say about you? Make sure your Facebook reviews are turned on always and that the most recent feedback appears at the top.

3. Place feedback in marketing content

Whether it is digital content or paper material that you are handing out at a tradeshow or networking group, incorporating customer feedback can increase its value. That said, ensure the feedback looks credible by including the reviewer’s name and, if possible, their location and the date they left the feedback. A survey shows that 39% of online reviews are unreliable. Many prospects know this, and, unless you show them that yours are reliable, they might think your five-star rating is all made up.

4. React to reviews

Most review sites and social networking platforms allow you to react and comment on reviews about your business. This is an excellent opportunity to connect with your customers and show them that you care about their opinion.

Get back to both negative and positive reviews, and promise to consider implementing some of their suggestions.

5. Listen to the reviewers.

If you collect enough reviews and go through all of them, you can get a picture of your e-commerce store from the customer’s point of view. Sometimes there are small flaws in your service delivery that you haven’t noticed, but customers will keep pointing it out. Making those small fixes not only streamlines your service but also bolsters your credibility among customers.


Not many marketers know the power of customer feedback as a marketing tool. Most don’t even want to be reviewed for the fear that a negative review will expose them or sway some prospects’ decisions. Well, everyone gets a negative review, but the positive reviews will always dominate if you trust in your e-commerce store. Use the above tips to get the most out of customer feedback to better your digital marketing strategy and enhance your brand reputation.