Does the order of your reviews impact conversions?
Sales & Marketing

Does the order of your reviews impact conversions?

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Hey there, it's Gabe again! Ready for another quick and snappy marketing morsel to chew on? This week, let's crack the code on how you can get your product reviews to do some heavy lifting for your sales.

The power of the first impression

Ever wonder why the first review on a product page can make or break your sales? Well, I've got some juicy findings from a study involving a major UK online retailer that will make you rethink your review strategy.

Here's the scoop 🍦

Placing a five-star review at the top can boost your purchase probability significantly—from an average conversion of 3.25% to a whopping 3.88%. Yep, that's right! But if that stellar review slips to the second position, its magic dwindles, boosting purchase probability by just 0.5%.

Why this works 🤔

We're simple creatures when it comes to shopping online. Most of us read fewer than 10 reviews before deciding, so the first ones we see really set the tone. If the top review is glowing and informative, it's like rolling out the red carpet for a shopper's trust.

Beware of the pitfalls ⚠️

Now, before you go plastering five-star reviews everywhere, remember: authenticity is key! If your product isn't up to snuff, no amount of good reviews can save you from the wrath of disappointed customers.

How to do it right ✅

Here’s a little homework for you:

  1. Audit your reviews: Dive into your reviews and find those gems—positive, informative, and honest.
  2. Pin the winners: Whether it’s through a simple algorithm or the good ol' manual method, make sure those top-notch reviews get the spotlight they deserve.
  3. Engage and encourage: Have a system where shoppers can vote for helpful reviews. More votes can mean a higher spot in the lineup.

Pro tip: Test out where these reviews sit best—maybe pinning isn't just for Pinterest after all!

So, if you want your product pages to work like a charm, make those first reviews count. They're more than just feedback, they're your front-line salespeople.

That’s it for this week! Give these strategies a whirl, and watch your sales do the happy dance. Until next time, keep optimizing and stay awesome!

Want to learn more? 🤓

If you want to learn more about this topic, you can dig into the nerdy details in the original marketing study.

Quote of the week 💬

"What people say about your product matters more than what you say about it yourself."

- Dave Kerpen

About the author
Gabriel Mays, the Co-Founder and CEO of POPSMASH
Gabriel A. Mays
Gabriel Mays' Website
Co-Founder & CEO at POPSMASH
Before POPSMASH, Gabe was a Director at GoDaddy and founded two startups. He was also a Marine Corps Captain, serving in Iraq and Afghanistan. He lives with his wife and two kids on Cape Cod, MA.

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