Fact: Showing reviews or testimonials on your website improves conversion. How? Showcasing the opinions of your customers is more convincing than any statement your company can make, and can help you build trust. According to the Medill Spiegel Research Center (SRC), the purchase likelihood for a product with five reviews is 270% greater than the purchase likelihood of a product with no reviews.

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Here’s our formula for placing reviews on your website to improve conversion:
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Location, location, location

You need to have social proof in multiple locations throughout your website.

→ Homepage

→ Show towards the bottom of the webpage, after all of your content that describes what you do and why you do it. This means reviews are a credible source to support your claims on the webpage.

→ Show an overall rating, which helps communicate you are consistently receiving 5-star reviews.

→ Show your latest 5-star reviews — recent reviews show you’ve not just handpicked reviews you want to show the customer.

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Product or service pages

→ Show towards the bottom of the webpage, after all of your content about your product or service. This means reviews are a credible source to support your claims on the webpage.

→ Only show the reviews for that specific product/experience, to ensure relevancy.

→ Show the most recent 5-star reviews.

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Paid traffic landing pages

They’ve clicked on something because they like the sound of what they read, use social proof to help convince them to continue looking around your website or convert.

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What information to show?

→ Use as much information about the person as possible, to build credibility. This includes full name, home region, avatar image. Avoid anonymous reviewers, it may even damage credibility by not showing to be transparent.

→ Date of the review, to show they’re recent and therefore relevant.

→ Information about which product or service it relates to, to provide context.

→ Name of the third-party source that gathered the review, such as Google or Yonder, which brings credibility; this shows customers that the review has come from a legitimate source and isn’t a fake one your team have written up.

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Other tips:

→ Ensure you’re optimised for mobile devices. If using swipe gestures in a carousel make sure it’s obvious.

→ Use a live feed of reviews to avoid the need to manually update, one of Yonder's many features.