Boost Your eCommerce Sales with Social Proof and Reviews

Boost Your eCommerce Sales with Social Proof and Reviews

Table of Contents

  1. Introduction
  2. The Importance of Trust and Social Proof
  3. Understanding Social Proof
  4. Types of Social Proof
    • Customer Reviews
    • Testimonials
    • Case Studies
    • Influencer Endorsements
    • Social Media Shares
  5. The Power of Reviews
  6. Where to Display Reviews
    • Home Page
    • Product Page
    • Sidebar
    • Review Carousels
    • Pop-ups
  7. How to Get Reviews
    • Email After Purchase
    • Incentivizing Customers to Leave Reviews
    • Email Reminders
    • Video and Photo Reviews
  8. Leveraging Social Proof through Referrals
  9. Best Practices with Reviews
  10. Conclusion

The Importance of Trust and Social Proof

When it comes to running a successful eCommerce store, one of the key factors in generating sales is establishing trust and providing social proof. As an online retailer, it's important to understand that people are naturally skeptical when making purchases online. They want reassurance that they are making the right decision, and this is where trust and social proof come into play.

Understanding Social Proof

Social proof is a psychological phenomenon where individuals rely on the actions and opinions of others to determine what decision is best for them. In the context of eCommerce, social proof refers to the validation that comes from knowing that other people have purchased and had positive experiences with your products or services.

Imagine you're shopping for a blender. You come across two options: one with numerous reviews, glowing testimonials, and even video demonstrations, and the other with no reviews or social proof. Which one would you be more likely to buy? It's likely that you'd choose the blender with social proof, as it gives you reassurance that others have had a positive experience with the product.

Types of Social Proof

There are several types of social proof that you can leverage in your online store to build trust and increase conversions:

  1. Customer Reviews: Sharing positive experiences from satisfied customers is a powerful form of social proof. Displaying genuine reviews on your website not only adds credibility to your products or services, but it also instills confidence in potential customers.

  2. Testimonials: Testimonials from customers who have achieved their goals using your product or service can greatly influence purchasing decisions. Highlight success stories and showcase how your offerings have made a positive impact on others.

  3. Case Studies: Case studies provide in-depth insights into how your product or service solves specific problems or addresses particular needs. By showcasing real-life examples of your customers' success, you can build trust and illustrate the value of your offerings.

  4. Influencer Endorsements: Collaborating with industry influencers to review or promote your products can significantly boost your brand's trustworthiness. When an influencer endorses your product, their followers are more likely to trust and consider it.

  5. Social Media Shares: Encourage your customers to share their experiences with your products or services on social media. This not only generates word-of-mouth marketing but also creates a sense of fear of missing out (FOMO) in potential customers.

By incorporating these different types of social proof into your online store, you can effectively build trust, increase credibility, and ultimately drive more sales.

The Power of Reviews

Among the various forms of social proof, customer reviews hold tremendous power in influencing purchasing decisions. According to research, consumers are more likely to spend 31% more on businesses with excellent reviews. Furthermore, displaying reviews for higher-priced products can increase conversion rates by over 380%.

Reviews provide potential customers with the reassurance they need to make a purchase. By showcasing positive feedback from satisfied customers, you create a sense of trust and demonstrate the value of your offerings. Additionally, reviews help address any doubts or concerns customers may have, making them feel more confident in their decision to buy from you.

Not only do reviews impact potential customers, but they also contribute to your store's visibility in search results. Having stars and positive reviews displayed next to your product listings can increase click-through rates by up to 87%. This boosts your online visibility and attracts more potential customers to your store.

Overall, the power of reviews cannot be underestimated. They serve as a crucial element in building trust, increasing conversions, and driving sales for your eCommerce store.

Where to Display Reviews

Now that you understand the importance of reviews and social proof, you might be wondering where to display them on your online store for maximum impact. Here are some key areas where reviews can be prominently showcased:

Home Page

Your home page serves as the initial landing point for many visitors to your online store. Capitalize on this prime real estate by featuring reviews on your home page. Aggregating positive reviews with vibrant colors and eye-catching elements creates an immediate impression of credibility and trustworthiness. Customers can even window-shop directly from the reviews, enhancing the shopping experience.

Product Page

The product page is where potential customers dive deeper into the details of a specific product. Displaying reviews on this page reinforces social proof and provides relevant feedback to aid in decision-making. By showcasing positive reviews, you instill confidence and address any lingering doubts potential customers may have.


If you prefer a less intrusive approach, consider placing reviews in the sidebar of your online store. This allows customers to access reviews without overpowering the main content. A discreet tab on the side, as seen on the Brown Bear Coffee website, provides an unobtrusive way for visitors to view and engage with reviews.

Review Carousels

Rather than overwhelming visitors with an extensive list of reviews, consider using a review carousel. This allows you to select and showcase specific reviews in rotation, providing a snapshot of positive customer experiences. Choose your best reviews and prioritize video reviews, as they tend to be more impactful in driving conversions.


Utilizing pop-ups can be an effective way to grab the attention of shoppers and highlight social proof. By strategically displaying a mini pop-up on your pages, you can engage customers and encourage them to interact with reviews. Consider showing pop-ups that specifically match the product or page the customer is viewing, further reinforcing their interest.

By strategically placing reviews throughout your online store, you create multiple touchpoints for potential customers to encounter social proof. Each interaction with a positive review increases the likelihood of conversion, ultimately driving sales and fostering trust in your brand.

How to Get Reviews

Now that you know where to display reviews, the next step is actually getting them from your customers. While it may seem challenging to gather reviews, there are effective strategies and tools to streamline the process. Here are some recommendations:

Email After Purchase

One of the best times to ask for a review is immediately after a customer makes a purchase. Utilize automated email functionality to send review requests to customers after a set period or directly after delivery. Tools like looks can handle this process for you, simplifying the task of soliciting reviews.

Incentivizing Customers to Leave Reviews

An effective way to encourage customers to leave reviews is by providing incentives. Consider offering a fixed percentage discount or a fixed dollar amount coupon code in exchange for a review. These coupon codes can be dynamically generated or use static coupons for simplicity. By incentivizing customers, you increase the likelihood of receiving valuable feedback.

Email Reminders

Persistence is key when it comes to getting reviews. Sending multiple reminders to customers who haven't left a review can significantly improve response rates. Tools like looks can automate this process for you, sending follow-up emails to customers who haven't yet shared their feedback.

Video and Photo Reviews

While text-based reviews are valuable, video and photo reviews have a more significant impact on conversions. However, obtaining video reviews can be more challenging, as customers need to take the time to record a video or capture photos. To encourage customers to leave video or photo reviews, start by asking for a text-based review first. Once they've shared their positive experience through text, follow up and ask if they would be willing to provide a video or photo review. Incentivize them with a coupon or discount, giving them an extra push to leave a more compelling review.

By implementing these strategies and utilizing tools like looks, you can effectively gather reviews from your customers and create a robust collection of social proof for your online store.

Leveraging Social Proof through Referrals

In addition to customer reviews, you can further capitalize on social proof by leveraging referrals. Referrals rely on the concept of word-of-mouth marketing to boost brand trustworthiness and attract new customers. Here are two effective ways to incorporate referrals into your marketing strategy:

  1. Refer-a-Friend Button: Implement a button on your site that allows shoppers to easily refer a friend. By recommending your store to others, customers can receive discounts or incentives, creating a win-win situation. This referral feature should be easily accessible on your website, encouraging customers to spread the word about your brand.

  2. Immediate Post-Purchase Referrals: Seize the opportunity to solicit referrals when customers are most excited about their purchase. After a customer completes a purchase, offer them the chance to refer a friend. This can be done by presenting a referral offer immediately after the order is confirmed. The customer receives a discount on their next purchase, while the person they refer also enjoys a discount. This tactic takes advantage of the customer's enthusiasm and creates a powerful word-of-mouth effect.

By integrating referrals into your marketing strategy, you can exponentially increase your brand's reach and attract new customers through the power of social proof.

Best Practices with Reviews

To make the most of your reviews and maximize their impact, consider implementing these best practices:

  1. Hide Zero Reviews: When you're a new store with no reviews yet, avoid displaying "zero reviews" as this can negatively impact sales. Instead, hide the zeros until you have accumulated a sufficient number of reviews to showcase. This approach prevents customers from perceiving your store as lacking credibility.

  2. Feature Reviews in Different Places: Display reviews at various decision-making points within your online store. This includes the home page, product page, sidebar, review carousels, pop-ups, and even in post-purchase upsells. By exposing potential customers to social proof throughout their journey, you reinforce trust and increase the likelihood of conversion.

  3. Encourage User-Generated Content: Video reviews are highly valuable, particularly in today's digital landscape. By incentivizing customers to create video reviews, you can gather powerful content that can be used in your social media marketing campaigns. Utilize this content in Facebook ads, TikToks, Instagram posts, and more. The authenticity of real people endorsing your products on camera adds an extra layer of trust for potential customers.

  4. Associate Reviews with Email Marketing: Linking reviews within your emails enhances the effectiveness of your email marketing campaigns. Include snippets of positive reviews in your emails and encourage recipients to explore further by clicking on the links. This integration reinforces your brand's credibility and increases the chances of converting email recipients into customers.

By adopting these best practices, you can optimize your use of reviews and social proof to skyrocket your eCommerce store's sales and build a loyal customer base.


In the competitive world of eCommerce, trust and social proof play a vital role in driving sales. By establishing trust through customer reviews, testimonials, case studies, influencer endorsements, and social media shares, you can effectively influence potential customers' purchasing decisions.

Remember to strategically display reviews on your home page, product pages, sidebar, review carousels, and pop-ups. These touchpoints provide multiple opportunities for customers to encounter social proof, reinforcing their confidence in your brand.

Implementing email strategies, incentivizing customers, and leveraging video and photo reviews can significantly increase the number and quality of reviews you receive. Integrating referrals further expands your brand's reach and attracts new customers through the power of social proof.

By following best practices and optimizing the use of reviews, you can position your eCommerce store as a trusted authority in your industry, driving conversions, fostering customer loyalty, and ultimately achieving lasting success.

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