July 7th, 2025 at 09:45 am
“Don’t just tell them. Show them who’s already saying it.”
When shoppers land on your eCommerce page, they’re often unsure. Is the product worth it? Will it arrive as promised? Does it actually work? One of the most effective ways to dissolve this doubt and drive conversions is by using social proof — specifically reviews and testimonials.
In 2025’s competitive digital marketplace, buyers aren’t just comparing prices — they’re comparing trust signals. Reviews act like digital word-of-mouth, helping undecided customers lean toward making a confident purchase. For many online retailers, the presence of authentic testimonials can be the difference between abandoned carts and completed checkouts.
What is a Landing Page Review or Testimonial?
A landing page review is a snippet of real feedback from a customer, usually featuring a star rating, short text, or a visual cue (such as a product image or user photo). These are often pulled from your reviews platform or collected post-purchase through feedback requests. A testimonial, on the other hand, typically goes deeper — it tells a story. It might explain the customer’s problem, how your product helped, and why they’d recommend it.
The key element here is authenticity. Potential buyers know the difference between scripted marketing jargon and genuine customer voices. A well-placed testimonial not only educates but reassures, especially when it addresses common objections.
Think of testimonials as storytelling and reviews as proof-points. When combined on a landing page, they create a powerful feedback loop that reduces uncertainty.
Why Is It Important to Have Reviews on an eCommerce Landing Page?
Shoppers today are more informed and skeptical than ever. Most don’t just browse your products — they research them. And that research includes reading what others have said. A landing page without reviews can feel like a one-sided pitch. A landing page with reviews feels like a conversation.
From a sales psychology perspective, social proof taps into two key motivators: fear of missing out (FOMO) and herd behavior. If others are enjoying and benefiting from a product, people naturally want to follow.
Additionally, having reviews directly on your landing page:
- Supports ad campaigns — people are more likely to convert if the landing page affirms what the ad promised.
- Minimises bounce rate — by providing more reasons to stay and explore.
- Strengthens your brand voice — your customers’ words can sometimes explain your value better than you can.
Don’t bury reviews deep within product detail pages. Pull the best ones forward and feature them prominently where they matter most — at decision-making points.
The Role of Reviews and Testimonials on an eCommerce Landing Page
Reviews and testimonials do more than validate your product — they humanise your brand. They show that there are real people behind the purchase, and real satisfaction behind the product.
Beyond that, they can:
- Counter buyer objections: Many testimonials include phrases like “I was unsure at first…” or “I hesitated to order because…” — then go on to explain how those doubts were resolved.
- Highlight USPs (Unique Selling Propositions): Without sounding promotional. If a customer says, “This fits better than any other jeans I’ve tried,” it emphasizes your product’s standout feature organically.
- Provide user-generated SEO content: Reviews often include long-tail keywords that buyers naturally use in searches, which can boost your visibility.
In short, they act as micro-conversion tools — nudging buyers one step closer to completing the purchase.
Types of Reviews and Testimonials
Adding variety to the type of reviews and testimonials you showcase ensures you’re speaking to a broader audience. Different formats appeal to different buyer types:
- Star Ratings & Score Badges: These offer immediate trust signals and are great for high-volume products. Use visual stars or rating badges from platforms like Google, Trustpilot, or Yotpo.
- Text Testimonials: Ideal for direct quotes. Keep them short, punchy, and easy to scan. Highlight the best part in bold or as a pull quote.
- Video Testimonials: Arguably the most persuasive type, as they include body language, tone, and emotion. These work well on landing pages for high-ticket items.
- Photo Reviews & UGC (User-Generated Content): Seeing real customers using your product builds credibility. Encourage customers to upload their own images through follow-up email campaigns.
- Case Studies or Before-and-Afters: These are longer-form but incredibly impactful for problem-solving products (e.g., skincare, fitness, or organisational tools).
Try combining at least two of these formats on your landing pages for maximum impact. For example, a short quote with a star rating, followed by a carousel of customer photos, tells a layered, trustworthy story.
How Many Testimonials Should Be Included on an eCommerce Landing Page?
There’s no universal number — it depends on the product, the price point, and your brand’s maturity. But here are some practical guidelines:
- For low-cost, impulse-buy products: 3–4 testimonials may be enough to establish basic trust.
- For mid- to high-value products: Include at least 5–7 testimonials, or a rotating slider with user images, quotes, and ratings.
- For complex products or services: Consider breaking up testimonials into themed sections — such as “Quality”, “Customer Service”, “Results”, etc.
Don’t overwhelm your audience by stacking them one after another. Instead, spread them throughout your landing page, using different designs or formats to keep things visually engaging.
Design Tips for Reviews and Testimonials on eCommerce Landing Pages
Design matters. A powerful testimonial buried in plain text will go unnoticed. Here’s how to make yours stand out:
- Use Faces: People connect with people. A smiling face next to a positive review boosts credibility.
- Add Trust Elements: Use badges like “Verified Buyer”, “Amazon Customer”, or “Featured in…” to add authenticity.
- Break Up Layouts: Use cards, quote bubbles, sliders, or testimonial carousels instead of static text blocks.
- Use Brand Colours & Fonts: Ensure testimonials match the design of your overall page to keep the experience cohesive.
- Avoid Fake-Looking Stock Photos: If you don’t have customer images, use initials or avatars — but don’t fake it. Audiences today can tell.
Pro Tip: Always contrast testimonials with surrounding text. Make them pop. Pull quotes with coloured backgrounds or drop shadows work especially well.
How To Display Reviews on Your Landing Page
Where and how you place reviews can be just as important as what they say. Some strategic placements include:
- Header section: Include a single high-impact quote or average star rating at the top of the page.
- Next to CTAs: Reinforce every “Add to Cart” or “Buy Now” with nearby reassurance.
- Mid-scroll breaks: Keep the momentum going with a well-timed testimonial after explaining key product features.
- Trust Section: Dedicate a full-width block or carousel just for customer voices.
- Exit-intent popups: Use a testimonial to bring back users who are about to leave the page.
Make it easy to filter or browse reviews if you’re using a third-party widget. Categories like “Shipping Experience,” “Product Quality,” or “Customer Support” help guide hesitant users toward confidence.
Highlighting Key Reviews for Maximum Impact
Some testimonials are just stronger than others. Don’t be afraid to edit for clarity, correct typos, or trim long-winded feedback — as long as the core message remains untouched.
To get the most value:
- Highlight reviews from influencers or high-profile customers.
- Feature the ones with the most emotional language or quantifiable results.
- Use headline-style pull quotes like:
“Finally, a product that does what it promises.”
“I was sceptical… now I’m a repeat buyer.”
“3x my sales in 6 weeks — just by switching to this tool.”
You can even tag reviews with icons like “Top Seller” or “Best for Beginners” to match buyer segments.
Remember, great testimonials don’t sell products — they sell confidence.
Final Thoughts: Turning Trust Into Transactions
If you want to build a high-performing eCommerce landing page, don’t rely solely on product descriptions and polished imagery. Real voices drive real results.
Every testimonial is a conversion catalyst. Every review is a silent salesman, gently pushing the buyer toward clicking “Buy Now.”
At Nordstone, we help eCommerce brands not only build beautiful apps and landing pages — but optimise them with conversion-first thinking, including the perfect integration of trust-building elements like reviews, testimonials, and user-generated content.
Ready to Increase Conversions with Landing Pages That Convert?
Let’s turn your happy customers into your highest-performing sales tool.
Schedule a consultation with Nordstone today.
