The Secret to Using Online Reviews to Increase Conversions

The Secret to Using Online Reviews to Increase Conversions

When it comes to online shopping, consumers often need that extra nudge of reassurance before they hit the "Buy It Now" button. This is why they frequently venture off your website in search of third-party reviews to validate their purchase decisions. Depending on your industry, potential customers may turn to review platforms like Yelp, TripAdvisor, Angie's List, or the numerous others available online. However, the downside is that once they've left your site, they might not return. So, while positive reviews can significantly boost your conversion rates, it's equally important to keep visitors engaged on your website – the very place where you've worked hard to earn those glowing reviews.

Building Trust

One of the key aspects of this trust-building process is making it easy for visitors to read reviews of your business while staying on your website. Consumers tend to be cautious about reviews lacking third-party verification, as they might perceive them as mere testimonials. By enhancing trust, you effectively increase conversions, which is the ultimate aim when asking customers to review your business.

Embedding Reviews

An effective strategy to keep visitors engaged on your site while showcasing third-party reviews is to embed them directly onto your website. This way, visitors can peruse these reviews without having to navigate away.


Yelp facilitates this by allowing business owners to embed their reviews directly on their websites. Hover over a review, and you'll spot an option on the left to embed the review, located just below the 'share review' option.


For Facebook reviews, the process is slightly different. You can feature these reviews on your website, but it needs to be done one review at a time. Click on the date of the review to display it on a single page, then access the drop-down menu. Choose 'more options' and then 'embed post' to obtain the HTML code, which you can subsequently place on your website.


If your website or blog operates on WordPress, you can utilize a free widget to display your Google+ reviews. This widget allows your visitors to see the reviews you've earned from Google+.


TripAdvisor, too, offers a free HTML widget that allows you to showcase your business's reviews. Head to the Widget Center on their website, copy the HTML code, and paste it onto your site. What's great is that the widget updates automatically, so as long as you keep delivering excellent service, those positive reviews will keep flowing.

Additional Options

Various other review websites may also offer options for embedding reviews. If you're looking for specific HTML codes to embed reviews, a simple online search for "embed review on website" should yield the desired results.

Review Frequency

Here's a vital tip: strive to accumulate as many customer reviews as possible. A single outdated review can give the impression that your business is not doing well. In contrast, multiple recent reviews present a more reliable and reassuring picture of your organization. Furthermore, a wealth of reviews provides the social proof that can persuade visitors to become customers.

In conclusion, it's often best to select a single review website that is most relevant to your sector and feature those reviews on your site. Having more than one or two review platforms on your website can overwhelm visitors. Typically, three or four positive reviews are enough to encourage conversion. However, if customers desire more reviews, you can guide them to the additional review sites where other customers have shared their feedback.

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