Authentic product reviews prevent shopping cart abandonment

Aleš Randa

8 min

Find out why authentic reviews are key to customer retention and how they contribute to lower cart abandonment rates.


Shopping cart abandonment is a significant challenge for e-shops, which has a major impact on their revenue and customer satisfaction. Statistics show that the average cart abandonment rate in the e-commerce sector is as high as 70%, indicating that most customers do not complete the shopping process.

The main reasons for cart abandonment include:

  • High additional costs: unexpected shipping charges or taxes can put customers off.
  • Complicated payment process: Too many steps or requirements can lead to customer frustration.
  • Need to create an account: mandatory registration can be inconvenient for customers.
  • Insufficient payment options: limited payment options can discourage customers from buying.
  • Lack of trust: security and privacy concerns can lead to cart abandonment.

Given these challenges, it is crucial for e-shops to find effective strategies to address these issues and improve the customer experience. One effective solution to cart abandonment is the use of authentic product reviews, which not only provide valuable information to potential customers, but also build trust and can greatly influence the decision-making process.

Related: What are authentic reviews and why are they important? Learn all this in the article: "Using Authentic Reviews to Optimize Conversions in Your E-shop."

How authentic reviews reduce cart abandonment

Authentic product reviews are becoming much more than just a form of feedback for e-shops; they are a key element in reducing cart abandonment rates. Credible product reviews can significantly influence the customer decision-making process, increasing customer trust and reducing shopping cart abandonment.

Providing assurances

Authentic reviews are a powerful tool for reassuring potential customers. Positive experiences from other customers contribute to a reassuring feeling when making a purchase decision. These reviews show that the product has been tested and is reliable, which can ease concerns about unfamiliar or new brands. Detailed descriptions of the product's functionality, benefits and potential shortcomings enable customers to make better decisions, reducing the likelihood of shopping cart abandonment.

Example: an online clothing store saw a drop in cart abandonment after posting customer reviews on product pages describing in detail the comfort, style and quality of the clothing.

Elimination of uncertainty

Detailed and authentic reviews remove uncertainty by providing in-depth insight into product details. Customers are looking for realistic information about how the product works in everyday use, its features and how it meets expectations. Specific examples of use, user experiences and comparisons with competing products help customers better understand the product and reduce the likelihood of shopping cart abandonment.

Example: an outdoor gear website uses customer reviews that describe in detail how products perform in extreme conditions, which helps other customers get a better picture of the product and increases the likelihood of purchase.

Related: "From browsing to buying: How quality reviews influence consumer behavior."

Highlighting the value

Reviews reveal the true value of the product from the perspective of those who have already used it, allowing customers to understand how the product can meet their needs or solve their problems. Demonstrating a great price/performance ratio or exceeding expectations can motivate customers even more to complete a purchase.

Example: an online furniture retailer saw an increase in completed purchases when customers read reviews highlighting the durability and aesthetic value of products.

Creating an emotional connection

Reviews can evoke an emotional response, which is an important motivator for purchase decisions. Sharing positive experiences and personal stories in reviews can create a sense of connection and trust between potential customers and the product. This is essential in an online environment where it is not possible to physically try the product.

Example: a beauty e-shop saw an increase in sales for products that had emotionally resonant reviews describing personal stories from customers about how the products improved their self-esteem.

How to get authentic product reviews

Building a process that motivates customers to provide honest reviews can significantly impact their purchasing decisions and overall shopping experience.

Motivating customers to provide reviews

E-shops should implement loyalty programs such as discounts on future purchases, loyalty points or exclusive offers to encourage customers to write reviews. These initiatives signal to customers that their opinions are valued, while encouraging continued interest in products.

Simplifying the review writing process

The process of leaving a review should be as easy as possible. E-shops should optimise their websites to make it easy to write reviews directly on product pages or via a link in email invitations. This increases the likelihood that customers will take the time to write a review.

Creating interactive environments

Companies should create interactive environments for sharing experiences, such as social networks, where customers can easily share their impressions and experiences with products. This open communication not only encourages user-generated content, but also increases the visibility of positive experiences and contributes to better brand perception.

Personalised approach to review requests

Personalised email campaigns or post-purchase messages are an effective tool for increasing the number of reviews. Sending personalized invitations that reflect a customer's individual experience with a product can increase their willingness to share feedback.

Responding to reviews

Actively responding to reviews shows that the company cares about the opinions of its customers and is prepared to respond to their feedback. This approach can encourage other customers to share their own experiences, creating a sense of community and increasing trust in the brand.

Using authentic reviews to improve the customer experience

Incorporating these reviews at different stages of the customer interaction can significantly influence their purchasing decisions.

Incorporating reviews into customer decision-making stages:

Showing reviews at various points in the customer interaction, such as product browsing, comparison and purchase decisions, provides important information that can help customers dispel doubts and support purchase decisions.

Related: "Reviews and e-commerce conversion funnel: optimize sales with the power of feedback."

Creating a trusted environment

Providing authentic and transparent reviews across the website shows customers that the brand stands by its products.

Support conversions with reviews

Placing reviews in high decision potential places, such as product pages and the shopping cart, can directly encourage conversion by giving customers the final boost they need to complete a purchase.

Customize the reviews display

Customizing reviews based on browsing history and customer preferences can increase the relevance and influence of reviews on their purchasing decisions.


Preventing cart abandonment is a critical challenge for e-shops that has a significant impact on their revenue and customer satisfaction. The use of authentic product reviews appears to be an effective strategy to address this issue. These reviews not only provide valuable information and build trust, but also directly influence the customer decision-making process, leading to lower cart abandonment rates.

Authentic reviews provide reassurance, remove uncertainty, highlight the value of the product and create an emotional connection, which together reinforce the customer's decision to complete the purchase. E-shops that focus on obtaining and incorporating genuine reviews into their processes can expect to see improvements in conversion rates and overall increased customer satisfaction.

The key to success is not only getting authentic reviews, but also integrating them strategically into the different stages of the customer journey. This increases their impact on the customer's decision-making process and strengthens the overall relationship between the customer and the brand. E-shops that effectively leverage the power of authentic reviews can convert potential cart abandonment into successful transactions and build long-term relationships with their customers.

Start working with Brand Testing Club and use the power of authentic user-generated content to strengthen your brand, increase trust in your products and maximize the success of your online store.

For more information on how positive reviews can directly increase your sales, we recommend reading our article: "How to Use Positive Reviews to Maximize Sales."


1. How do authentic reviews reduce cart abandonment rates?

Authentic reviews give potential customers confidence and reassurance about the quality and value of a product, reducing their uncertainty when making a purchase decision. When customers see that others have had a positive experience with a product, they are less likely to leave the buying process without completing their purchase.

2. How can I as an e-shop get more authentic customer reviews?

You can increase the number of authentic reviews by simplifying the process of leaving them, motivating customers with rewards or discounts for writing a review, and creating an interactive environment on social media or your website where customers can easily share their experiences.

3. Can negative reviews also affect cart abandonment rates?

Yes, negative reviews can influence customer decision-making, but displaying them transparently also increases trust in your brand's authenticity and credibility. How you respond to these reviews is important - proactively answering and resolving issues shows potential customers that your business cares about customer satisfaction.

4. How can I integrate reviews on my e-shop platform?

Reviews should be part of the customer experience on your website. They should be easily accessible and visible on product pages, in post-purchase emails and on social media. Using special sections on the homepage and product pages that display the latest or best reviews can promote trust and reassurance to customers.

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