Turn visitors into buyers

Someone is on your pricing page, or your product page, and they are hesitating. The hesitation is specific — the price, the commitment, whether you will actually deliver — and it is happening at a specific point on the page.

Evidence placed at that point does something. The same evidence four screens below does not.

Put reviews where the hesitation is: beside the buy button, next to the contact form, alongside the plan on a pricing page. Not in a testimonials section further down, which is read by the minority who scroll that far and who were probably going to convert anyway.

Three reviews that address the actual objection outperform twenty that say the service was great.

Choose reviews that answer the doubt rather than the ones with the best rating. If people hesitate over delivery time, pin the review that mentions fast delivery. If they worry about support, surface the one about support.

A badge near the button works where a full section would be intrusive — the rating is visible, the reviews are one click away, and nothing competes with the action.

Set up the comparison rather than assuming. Add reviews to one page and not to a comparable one, watch the completion rate for a fortnight, and you will have a number that is true for your business rather than for someone’s survey.

Be sceptical of published uplift figures, including anyone else’s. They vary by an order of magnitude and depend on category, price and how much doubt there was to begin with.