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Reviews on product pages

Reviews on a product page are the last thing between a visitor and the buy button. Where they go and what to show.

The problem

A product page has one job and reviews are the part of it most often placed badly. At the foot of the page, below related products, they are read by the few who scroll that far — and those people had already decided.

The hesitation happens at the price, which is where the evidence needs to be.

What actually works

Put reviews beside or immediately below the add-to-cart area. A rating and count near the price, with the reviews themselves either expanded there or one click away in a popup.

On a catalogue or collection page, a star rating under each item does the equivalent job — it is what makes a shopper click one product rather than another.

Getting it right

Product-level and business-level reviews do different work. Reviews of the specific item answer “is this good”; reviews of the shop answer “will these people actually ship it”. A store benefits from both, in different places.

If your reviews live on a marketplace — Amazon, Etsy, eBay — that is product-level social proof your own store currently does not show.

How to tell whether it worked

This is the page type where the schema promise is real. Product markup with an AggregateRating is eligible for star ratings in search results, unlike a business reviewing itself. How it works.

Questions

Other things reviews solve

Collect customer reviews

Ask at the moment someone is already pleased with you, on the page they are already on, instead of hoping they remember later.

Build trust on your site

Reviews are one of several things that make a site look credible. Here is the whole list, honestly, and where reviews fit.

Turn visitors into buyers

Reviews next to the decision change completion rates. Here is where to put them and how to find out whether it worked.