4.
What the customer asks: Do other customers think the product is as described? Does the company treat its customers fairly?
Business goal: Provide customers with social proof about your brand and its products.
While positive customer testimonials can be helpful, our research found that shoppers value the peace of mind that comes from unbiased reviews from real customers about products and stores.
When considering a purchase on a new website, shoppers want to read reviews on product pages, external sites and marketplaces, and social media before completing the transaction. Specifically, shoppers look for explicit warnings from existing customers, or comments that contradict what a company says on its website.
On social media, buyers can, for example, canada phone numbers use a simple mental calculation to determine whether the ratio of Instagram followers to likes makes sense and is real.
It is essential for business owners to understand that community sentiment can make or break a decision to purchase a product. That is why including verified reviews should be an essential part of any online store trust checklist.
Essential
Positive product reviews with an average rating of 70% or higher.
Reviews posted on social media and external sites, such as Facebook, Google or Amazon, with mostly positive comments.
Descriptive reviews on product quality and customer experience.
An active presence on social networks such as Instagram and Facebook.
Recommended
Reviews that include customer photos and videos.
Detailed reviews that mention personal characteristics of the customer themselves (useful for products like clothing or beauty).
Visible links to the store's social media profiles.
Tip: Use a Shopify store reviews app to allow your customers to upload media with their testimonials.
Example: EM Cosmetics resolves customers' doubts and curiosities with reviews
EM Cosmetics creates social proof through product reviews, and specifically by encouraging customers to attach photos and other details. This transparency opens the brand up to potential criticism, but it also instills trust in future buyers and gives them the opportunity to discover a review that helps them say, “It’s just like me.”
An example of EM Cosmetics product reviews and how it builds customer trust with buyers
EM Cosmetics creates social proof through product reviews and specifically by encouraging customers to attach photos and other details.
What is EM Cosmetics doing right with their product reviews?
Their ratings section shows a clear average of five stars and a 100% recommendation.
Reviews include photos and descriptions provided by customers.
Reviewers are asked to share personal details, helping other shoppers relate and make more informed purchasing decisions.
When you use a search engine and search for “em cosmetics review”, you will find several videos with reviews about the brand and products, as well as review articles about the products and the store posted on popular websites.
An example of EM Cosmetics product reviews, showing how the brand builds trust with detailed descriptions and customer-generated content that can be easily found on Google
A preview of what the search term “em cosmetics review” returns on Google, allowing shoppers to obtain external reviews in both written and video formats.
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Community feeling can be decisive in the purchasing process.