8 min
Have you ever thought about what makes you feel confident when shopping online? Each of us has our own way of choosing products-some choose from a wide range, others focus on specific parameters. But sooner or later, almost all of us reach for reviews. Whether at the beginning of the shopping process or just before finalizing an order, reviews help us make sure we're making the right choice.
Unsurprisingly, up to 93% of consumers rely on reviews before making a purchase. After all, they are not only a source of information, but also a source of trust and authenticity that makes decision making easier and gives reassurance.
What impact do reviews have on purchasing behaviour? Why is it important to have them not only on your own e-shop, but also on external platforms such as comparison sites? And how can reviews support new product launches or help in making decisions about premium products? In this article, we'll take a closer look at these questions and show how reviews influence not only decision-making, but also results.
Reviews don't just have to be on your online store
When you say "reviews," you might think of a section on your website where customers directly rate your products. But the reality is much broader than that. Customer reviews can be found everywhere these days - on price comparison sites, dedicated review platforms or even on social media. These external channels can have just as much, if not more, influence than reviews directly on your website itself.
Price comparison sites such as Heureka are one of the key places customers naturally go when choosing a product. Not only do they offer the ability to compare prices, but they also display reviews from real users. Because of this independence, comparison sites are seen as a trusted source that provides an objective view of the quality of products and services.
Positive reviews on these platforms have another significant advantage - they help products achieve better visibility. Products with higher ratings and more reviews often appear in more prominent positions, increasing the chances of being noticed and selected by customers. This feature is reminiscent of the principles of search engine optimization, where quality content ensures better rankings.
What impact can reviews have on comparison sites?
Customers on comparison sites are not just looking for the lowest price, but also for verified experiences from others to help them gain confidence that they are making the right choice.
Based on our work with Heureka Group, we know that quality reviews can have a significant impact on conversions. For example, for the Rowenta stick vacuum cleaner, conversions increased by 67.65% in the month of review publication compared to the previous month, and a month later saw a further increase of 96.49%. We saw a similar trend for the Rowenta robotic vacuum cleaner, where conversions increased by 37.78% in the month of publication and increased by a further 38.71% the following month. These figures confirm that customer feedback has a direct impact on increasing sales.
Reviews also had a very significant impact on Sony speakers, where conversions increased by 450% during the month of publication. The month then saw a further growth of 65.66%. In the dietary supplements segment, reviews delivered long-term results. For example, MoVit dietary supplements saw conversions increase by 115.38% in the month of publication, and two months later saw a further increase of 132%.
Reviews also had an interesting impact on Weleda Makeup, where conversions increased by 216.67% in the month after publication. This confirms that in categories like cosmetics, where customers are looking for authentic experiences and recommendations, reviews are an invaluable tool for building trust and driving sales.
This data clearly shows that reviews have a direct impact on business results. Not only do they increase trust and interest in a product, they also improve conversions and deliver long-term benefits that help brands succeed in a competitive environment.
Product description is not everything
Technical specifications and product descriptions are undoubtedly important. They give customers basic information about what the product offers and help them compare different options. But is that really all customers need to make a decision? In most cases, no. A product description may answer the question "What does the product do?", but only authentic reviews can show how a product works in real life.
Reviews from real users deliver something that no marketing text can - personal experience. Customers want to know how the product has performed, how it is used, whether it has met expectations and if it has any weaknesses. It is this information that is crucial for most people. Real stories and real situations help customers better understand what they can expect from a product.
One example where authentic reviews have played a key role is our work with the Bosch brand. We tested products aimed at semi-professional and professional users, such as a drill hammer and a cordless screwdriver. The result was 58 reviews that not only described the technical features but also highlighted the real-world experiences of the testers.
Customers today expect more than just a table of parameters. Reviews from real users give them answers to questions that would otherwise go unanswered and allow them to make a confident decision. Authentic feedback thus complements the picture customers form of a product and makes decision-making easier and more convincing.
Product descriptions are a good foundation, but reviews are what deliver the story. And this story is what convinces customers to click the "Buy" button.
A new product on the market? Can't do without reviews
Launching a new product is always a challenge. Customers often hesitate when deciding to buy a new product because they don't have enough information or experience to fall back on. In such situations, reviews play a key role. They are the bridge between the initial interest in a product and the final decision to buy it.
Products without reviews give the impression of uncertainty. Customers lack social proof that the product actually works as promised. Conversely, a few positive reviews can significantly boost trust and motivate customers to buy, even if they are seeing the product for the first time.
Launching a new product brings many challenges. One of the biggest is overcoming customers' natural distrust. Without reviews, any product is a big unknown to customers. No matter how well it is described or photographed, it lacks that key element that helps customers make a decision - evidence that the product actually works.
Customers today expect not only specifications, but also real experiences from other users. A product without reviews can seem unconvincing and easily slip into the background. Conversely, even a few authentic reviews can make a huge difference, boosting confidence and convincing customers that buying is the right choice.
Premium products = longer decision making
The buying decision for premium products is specific in that customers are often looking for more than just technical specs or marketing descriptions. A higher price automatically raises expectations, and with it the need for reassurance that the chosen product will actually meet exacting requirements. This is where reviews become an indispensable tool that can remove uncertainty and provide the necessary detail.
One example is the Brandt multifunction oven test we organised in cooperation with ELMAX STORE. The testers evaluated not only the oven's functions, but also added value such as the combination of steam and baking, intuitive operation or easy cleaning. These experiences helped the client to better introduce the product and reach customers who were hesitant to buy.
It is important to note that reviews are not just about words - their value increases with visual content as well. Photos and videos showing the product in action add another level of authenticity to the reviews. Customers want to see what the product actually looks and works like, and it's often the visual content that helps remove the last doubts. For example, the images and videos from the Brandt oven testers showed real-world applications, which increased credibility and gave potential customers a clearer idea of what to expect.
How can reviews boost your conversions?
Authentic reviews have the power to not only drive customers to your products, but also turn hesitation into action. Whether customers are choosing a new product, a premium product, or simply looking for inspiration, reviews give them confidence that they're making the right choice.
At Brand Testing Club, we help brands become the right choice - thanks to the reviews they sell. From better visibility on comparison sites to building long-term trust, authentic feedback from real users delivers tangible results.
Would you like to increase conversions and show what your products really offer? Contact us and together we'll create reviews that take your brand to the next level.
Frequently Asked Questions
1. Why are reviews important for conversions?
Reviews provide customers with information about real experiences with a product. They help overcome doubt, build trust and are often the key factor that convinces customers to buy.
2. What is the difference between reviews on your own e-shop and on external platforms like Heureka?
Reviews on your own e-shop are useful, but external platforms like Heureka are often perceived as more independent and trustworthy. These platforms also increase product visibility and can bring in new customers.
3. How can reviews help with new product launches?
New products often lack customer trust. Reviews from real users act as social proof that the product meets expectations, making it easier for customers to make decisions and increase conversions.
4. Are reviews also important for premium products?
For premium products with a higher price point, reviews are key. Customers expect detailed information and real experiences to help them understand the value of the product and make sure they are making the right investment.
5. What types of content in reviews engage customers the most?
In addition to text-based reviews, photos and videos also have a big impact. Visual content shows the product in real-world use and adds another level of credibility to reviews.
