Also, when you show product ratings, you simplify the comparison of products for shoppers: it will be an additional attribute that can be considered. Moreover, it will be a trust signal about your products and company.
When adding product ratings, make sure that it's prominent enough. For example, the yellow or orange color of ratings (these are the colors that are usually used for that element) will be much more prominent and noticeable than black or grey color or any other branded color (that's what is used on many websites).
Also, don't forget to show the number of reviews, as the power of product ratings with thousands of reviews is much more influential than ratings with just a few reviews.
Guidelines:
- Show product ratings below the product title (that's the most suitable place for it)
- Use prominent and popular colors for star ratings: yellow, orange (people are used to these colors)
- Show the number of reviews after the ratings.
A bad example on the MVMT website:
They have hundreds of reviews on these watches, but product ratings are not visible on category pages. They don't fully use the power of social proof they already have.
A bad example from Gymshark
They have dozens and hundreds of reviews on their products but don't show them on product cards on the collection pages.
A mediocre example from KylieCosmetics:
They use black color for product ratings, but it's not as prominent as it could be if it were yellow or orange. Yeah, they follow brand guidelines of their website, but in this case, it's better to follow what people are used to.
A good example on Bulletproof:
They have thousands of reviews and prominently show them near each product on a category page. 4000+ customer reviews are a strong signal for shoppers that Bulletproof has excellent products. Also, it has a standard orange color which is easy to notice and understand when quickly scanning the product list.
A good example from PeakDesign:
They have excellent ratings; that's why they made it so prominent in the visual hierarchy. When you look at their product cards the first time, this is the most eye-catching element after product mages.
A good example from REI:
Product ratings are displayed right above the CTA button with standard yellow color and the number of reviews at the end. Well done!
Results:
- Ecommerce Conversion Rate by Users increased by 27.26%
I don't believe that such a small element has so significant impact on the conversion rate. I guess that in the long run, with a much bigger sample size, the impact will be much lower, but anyway it's a good sign that it's important to add the number of reviews to the star ratings.
Results:
- Ecommerce Conversion Rate by Users increased by 10.75% from 3.72% to 4.12% with 88% statistical significance
Even though results don't reach 90% or 95% statistical significance, it's another strong signal about how important is to have product ratings on collection pages.
