Store foundations
How to get more product reviews, and show them well
Ask every customer for a review after delivery, make it one click, and start with the products that have none. Spiegel Research Center found a product with five reviews had a 270% higher purchase likelihood than one with none. Show the spread of ratings, let shoppers filter, reply to negative reviews and never publish fake ones, which EU law bans.
By the MoraLab team · Updated · 2 min read
Why the first five reviews matter most
Spiegel Research Center, using data from PowerReviews and a retailer, found that a product with five reviews had a 270% greater purchase likelihood than a product with none, and that each review after the first five added less. The effect was bigger for expensive products. Purchase likelihood peaked for ratings between 4.0 and 4.7, because shoppers read a perfect 5.0 as too good to be true.
When and how to ask
After delivery
Ask once the customer has the product, not when it ships. Leave time to use it for products that need it.
One click
Put the star rating in the email itself, so a customer can start the review with one tap.
One reminder
A single follow-up a week later is enough.
Ask for photos
Reviews with customer photos are among the most persuasive, especially for fashion and home products.
Start where there are none
Prioritise products without reviews, especially the ones you advertise.
Show reviews so shoppers believe them
Show how many gave each star rating, not only the average, and keep the critical reviews visible. Let shoppers filter by rating, size or use, and make customer photos easy to browse. Baymard found 63% of sites make them hard to browse and 89% don't reply to negative reviews. A calm, specific reply shows how you behave when something goes wrong.
The EU rules on reviews
In the EU, fake reviews are banned, and if you show reviews you must say whether and how you make sure they come from people who actually bought or used the product. Never edit, hide or buy reviews. If you reward customers for reviewing, be open about it next to the reviews and never reward only positive ones.
Frequently asked questions
Should I show negative reviews?
Yes. Shoppers expect some, and a page with only five stars looks filtered. Reply to the critical ones so shoppers can see how you solve problems.
Can I give a discount for a review?
Rewarding honest reviews of any rating is common, but be open about it next to the reviews. Rewarding only positive reviews misleads shoppers and breaks the EU rules on reviews.