From homepage to checkout: how you can display customer reviews to increase online sales

Online shoppers now take more than three hours on average to decide which products to buy, and around 30 minutes of that time is spent reading reviews and recommendations.

With as many as 96% of shoppers seeking out reviews, the key is to make it as easy as possible for your customers to find them – from your homepage right through to the checkout. We have loads of helpful widgets and integrations at your fingertips, ready and waiting to help you make the most of the online rush this holiday season.

But with so much to choose from, where should you start? We’re here to lend a helping hand and show you some of the best ways to bring your website to life this Christmas, all through the magic of your customer feedback!

Your homepage

Your homepage is your virtual shop window. It needs to look inviting and entice visitors to come inside and take a look around. Shoppers can be fickle these days, with so much choice online they could jump ship to a competitor’s site at any moment, so doing everything you can to pique their interest early doors is essential. Reviews and user generated content, such as photos and videos, can play a huge role in helping to capture their attention and keep them on site longer.

Let’s take a look at some of the ways our widgets can help bring your home page to life!

Service Review Carousel


If you want to show off your best reviews but don’t have a lot of space on your homepage, our Service Review Carousel is the perfect option. It catches the eye by automatically scrolling through your top reviews – making sure that feedback won’t be missed.

Media Gallery

media gallery

There’s no better way to grab shoppers’ attention that with genuine photos and videos of your products in the real world! People can see exactly what your products look like, that they’re high quality and, most importantly, that your customers are happy. User generated content is fantastic at giving your website a friendlier, more-welcoming feel, with 79% of shoppers even saying that it now plays a huge part in influencing what they buy.

Slide-out Reviews Tab

slide out review

If you’re looking for something a little more subtle but still want to keep your customer reviews in people’s eyelines, our Slide-out Review Tab sticks to the side of your page and follows shoppers as they scroll up and down making sure they’re constantly getting the reassurance they need, no matter where they are on your site.

Your product pages

How can you turn a browser into a buyer? Reviews can actually play a huge role, with 65% of people reading reviews before making a purchase. Not only do they build trust in the quality of what you sell, they also give shoppers more information that might be missing from your product descriptions.

Here’s how we recommend displaying your Feefo reviews on your product pages to get shoppers clicking that all important “add to basket” button.

On-page reviews

on page

Our On-page Reviews widget isn’t just a great way to display all of your most recent product reviews, it also gives you all the search engine optimisation (SEO) benefits of collecting customer reviews. It automatically marks up your reviews with the correct schema, meaning that as long as you hit the requirements, your product pages could be eligible for organic stars, which help you stand out in search! Find out more about the benefits of organic stars in our guide.

Product Attributes

Product Attributes are our way of giving your customers a bit more useful information about your products. You know, the sort of insight that only people who have really used your product can tell you. It’s quick and easy too. Simply choose whatever aspects of your product you’d like your customers to rate and add them to as part of your feedback request – then a handy attributes chart will appear alongside your on-page reviews, helping shoppers to make up their mind even faster!

Highlighted Topics

Build a buzz around your products by showing shoppers what customers love most about them. Our Highlighted Topics widget uses AI tech to analyse the themes mentioned most in your customer feedback, from fit and quality, to delivery and customer service. It looks great at the top of a product page or next to key calls to action, and can even be linked to your On-Page Reviews widget.

Your checkout

All of your hard work has got your customer to the checkout, but that doesn’t mean you can take your hands off the wheel. A huge 74% of online retail purchases are abandoned and with shoppers saying they’ve left the checkout process because they didn’t trust the site.

That’s why building trust here, even at this late stage, is so important; and yet it’s a trick that many retailers miss. With Feefo, it’s easy to make reviews a seamless part of your checkout process. Here are a couple of options we recommend.

Highlighted Snippets

Some short, glowing quotes from your customers can go a long way to reassuring shoppers and reminding them that they can trust you to deliver an amazing service. Our Highlighted Snippets widget automatically pulls the best quotes from your reviews and doesn’t take up much space, so it’s perfect for that extra level of reassurance on your checkout page!

Score and Trusted Service Award badges

Looking for a more subtle way of showing your customers you can be trusted? Our Score Badge is quick and easy to place on your checkout pages, and it’s a great way to remind shoppers of your excellent service. If you’ve been lucky enough to have won one of our coveted Trusted Service awards as well, showing that off right from your home page through to your checkout keeps your award winning service at the front of customers’ minds.

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Need even more advice?

Hopefully we’ve managed to get your imagination racing with loads of ideas to decorate your site with customer feedback in time for Christmas.

As ever, our incredible support team is always on hand to help you get the most out of Feefo and we have plenty more helpful tips and tricks over on our website.

If you have any questions, need any more guidance, or would like to know more about some of the products featured, please get in touch.

Net Promoter® and NPS® are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.

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