The Big Comparison: the impact of the number of reviews on conversions across segments

Reviews work regardless of the industry, but they can shine extra bright in some categories. Let's take a look at how the power of reviews varies across the segments where reviews make the most sense.

Electronics and computers

For 95% of consumers, reviews are essential for buying even very ordinary electronics:

• When a shopper visits a product page with 1 to 10 reviews, there is a 70.5% increase in conversion.
• 31-50 reviews, conversion boosts by 224.7%.

For 81% of consumers, reviews significantly help with computer purchases:

• When a customer visits a product page in the computer & software category with 1-10 reviews, there is a 115.2% increase in conversion over a product page with 0 reviews.
• 11 to 30 reviews will increase conversions by 255.4%.
• 31 to 50 reviews will increase conversions by 314.6%.
• 51 to 100 reviews will boost conversions by a huge 378.0%.

Health and beauty

In this category, reviews are appreciated by 83% of consumers, and quantity matters a lot here:

• When shoppers visit a Health & Beauty product page with 1-10 reviews, conversions increase by 22.1%.
• But when a shopper visits a product page with more than 101 reviews, conversions increase by a staggering 275.7%.

Clothing and accessories

75% of consumers find reviews useful when buying clothes and 68% when buying shoes.

• When shoppers find an item in the Clothing & Accessories category with 1-10 reviews, conversions increase by 33.6%.
• 11-30 reviews increase conversions by 67.6%.
• 31-50 reviews increase conversions by 98.6%.
• 51-100 reviews increase conversions by 107.5%.
• 101+ reviews increase conversion by 162.8%.

Fast Moving Consumer Goods

When an FMCG customer visits a product page with 1-10 reviews, their conversion rate almost doubles (specifically, it increases by 194.5%).

• 11 to 30 reviews increase conversion by 286.2%.
• 31 to 50 reviews increase conversion by 474.4%.
• 51 to 100 reviews increase conversion by 579.5%.

And the best part for last: for a buyer who visits a product page with 101 or more reviews, conversions increase by a brutal 686.2%.

Despite the slower take-up, we see a similar pattern of rating effects in the Food & Drink category.

• With 11 to 30 reviews, the increase in customer conversion is 74.4%.
• 31 to 50 reviews increase conversions by 160.3%.
• 51 to 100 reviews increase conversions by 211.0%.
• 101 or more reviews increase conversions by a sensational 270.3%.

House and garden

67% of buyers are looking for reviews in this category.

For garden products, the effect peaks at 30 reviews, increasing conversions by up to 211.6%. After that, it grows only very slowly.

But in the furniture category, reviews work wonders. The growth of the effect here is literally exponential:

• 11 to 30 reviews increase conversions by 346%.
• 31 to 50 reviews increase conversions by 564%.
• 51 to 100 reviews increases conversions by 838%.

And with more than 101 reviews, conversions increase by up to 1,326%!

Conclusion

What to take away from today's jumble of numbers? That reviews matter, and a lot.

Even if you carefully turn over every penny you invest in your company, you're almost a sure thing with review marketing. The return on investment is very clear and not at all difficult to evaluate explicitly.

Moreover, the dramatically positive effect of reviews on conversions was evident in all categories analyzed. We are therefore not at all afraid to call it a universal e-commerce truth.

References

1. Team, P. (2022, March 9). The Impact of Review Volume on Conversion: Is More Really Better? PowerReviews. https://www.powerreviews.com/blog/review-volume-conversion-impact/