The impact of customer reviews on e-commerce

In the digital era, customer reviews have become a powerful tool in the world of marketing. A positive or negative review can make or break a business. With the advent of online shopping, customers have the opportunity to research and make informed decisions before making a purchase. The influence of customer reviews on customer acquisition should not be underestimated.

In this article, we'll look at the importance of customer reviews how they influence purchasing decisions, and how companies can leverage them to help acquire new customers.

We'll also look at the role of online reputation, social proof and word-of-mouth in customer acquisition. Finally, we'll present best practices for managing and leveraging customer reviews for successful acquisition.

2. The importance of customer reviews in customer acquisition

Customer reviews play a crucial role in the customer acquisition process. Here are just a few reasons why they are important

  1. building trust and credibility: customers are more likely to trust the opinions of other customers than the claims of a company. Positive reviews act as social proof and can help build trust and credibility for a brand or product.
  2. Increases conversions: Consumers trust online reviews as much as personal recommendations. Positive reviews can serve as persuasive content, encouraging potential customers to make a purchase.
  3. improve visibility: : engines like Google take into account the number and quality of customer reviews when ranking websites. Companies with a large number of positive reviews are more likely to appear in search results, increasing their visibility and customer acquisition potential.
  4. Provide valuable feedback: customer testimonials can provide companies with valuable feedback on their products or services. These comments can be used to improve the customer experience and make the necessary changes to meet their expectations.


Suppose you're in the market for a new smartphone. You can choose between two options: option A and option B. Option A has an average rating of 4.5 stars, with positive reviews for battery life and camera quality.

Option B, meanwhile, has a 3-star rating, with mixed reviews on its durability and customer service.

Which option are you most likely to choose? Most likely option A. This example shows that customer reviews can influence purchasing decisions and, ultimately, drive customer acquisition.

3. How do customer reviews influence purchasing decisions?

Customer reviews have a significant impact on consumers' purchasing decisions. Here's how they do it:

  1. Social proof: when potential customers see positive reviews from other people, they feel a sense of confidence and assurance. People tend to follow the crowd, and if others have had a positive experience with a product or service, they're more likely to do the same.
  2. Validation of product/service claims: reviews can validate a company's claims about its product or service. If a company claims to offer exceptional customer service, positive reviews highlighting excellent customer service experiences can reinforce this claim and increase the likelihood of purchase.
  3. potential problems: negative reviews can help potential customers identify possible problems or drawbacks with a product or service. This enables them to make an informed decision, and to choose another solution if necessary.
  4. comparative shopping : customer reviews enable potential customers to compare different products or services based on the experience of others.They can read the pros and cons of each option and choose the one that suits their needs and preferences.


Let's take the example of a consumer who wants to book a hotel for his next vacation.

He comes across two hotels, Hotel A and Hotel B. Hotel A has a better overall rating and positive reviews praising the friendliness of its staff and the cleanliness of its rooms.

Hotel B, on the other hand, has a lower rating, with negative reviews for poor customer service and dirty facilities. Consumers are likely to choose Hotel A because of the positive reviews and the sense of trust and confidence they provide.

4. Exploit positive customer reviews to drive acquisition

Positive reviews and ratings can be a powerful tool for businesses to acquire customers. Here are some strategies for leveraging positive reviews:

  1. Highlight reviews: display positive customer reviews on your website, social media platforms and other marketing channels. This builds trust and credibility with potential customers.
  2. Share reviews on social media: : Share positive customer reviews on social networking platforms to reach a wider audience.This can encourage engagement and attract new customers.

3.Create case studies or success stories: use positive customer reviews as the basis for case studies or success stories. Highlight the positive impact of your product or service on customers to attract potential new customers.

  1. Offer feedback incentives: encourage customers to leave reviews by offering incentives such as discounts, loyalty points or participation in a competition. This can help generate a steady stream of positive reviews and encourage the acquisition of new customers.


A clothing retailer receives a positive review from a satisfied customer praising the quality and style of its products. The retailer seizes the opportunity to post the review on its website and social media platforms, along with images of the products mentioned in the review. This not only builds trust and credibility, but also acts as a form of social proof, influencing potential customers to make a purchase.

5.Overcoming negative reviews and turning them into opportunities

Negative reviews can damage a company's reputation and customer acquisition efforts. However, with the right approach, companies can turn negative reviews into opportunities. Here's how:

  1. Respond quickly and professionally: when a company receives a negative review, it's important that it responds quickly and professionally. It addresses the customer's concerns, apologizes if necessary and proposes a solution or resolution. This shows that the company values customer feedback and is committed to resolving any issues.
  2. Learn from negative feedback: use negative feedback as an opportunity to learn and improve. Identify common problems or trends mentioned in negative comments and take steps to resolve them. In this way, you demonstrate your commitment to customer satisfaction and can prevent similar problems from recurring.
  3. Encourage positive reviews: actively encourage satisfied customers to leave positive reviews. This can help offset the impact of negative reviews and give potential customers a more balanced perspective.
  4. Monitor and manage online reputation: regularly monitor online review platforms and social media channels for customer feedback and reviews. Respond promptly to positive and negative reviews to show that customer feedback is valued.


A restaurant receives a negative review from a customer who had a bad dining experience.

The restaurant quickly responds to the review, apologizes for the customer's experience and offers a free meal as a gesture of goodwill.

The restaurant takes the feedback to heart and makes the necessary changes to improve its service. The customer appreciates the restaurant's response and updates his or her review to underline the restaurant's commitment to customer satisfaction. This demonstrates the restaurant's ability to turn a negative review into an opportunity for growth and acquisition.

6. The role of online reputation in customer acquisition

In today's digital landscape, a company's online reputation can determine the success or failure of customer acquisition efforts. Here are some key points to consider: reviews, the new word-of-mouth: : online reviews have become the modern version of word-of-mouth marketing. Potential customers rely heavily on online reviews to make their purchasing decisions. A positive online reputation can have a significant impact on customer acquisition

  1. Impact on search engine rankings : search engines take a company's online reputation into account when determining its ranking in search results. A company with a solid online reputation is more likely to appear at the top of search results, increasing its visibility and customer acquisition potential. review management: companies need to actively monitor and manage their online reviews. By responding to feedback, whether positive or negative, the company shows that it is engaged and appreciates customer feedback. This can help build trust and credibility with potential customers.

4.leveraging online reputation: a positive online reputation can be leveraged as part of marketing efforts to encourage customer acquisition. Companies can post positive reviews and testimonials on their website, social media platforms and other marketing materials.


A software publisher enjoys a solid online reputation, with positive reviews praising the user-friendliness and effectiveness of its product. It features these reviews on its website, along with case studies and testimonials from satisfied customers. Potential customers who come across these reviews are more likely to be influenced by the positive experiences shared by others, increasing the chances of acquisition.

7. Exploiting social proof to increase customer acquisition

Social proof is a psychological phenomenon in which people assume the actions of others in an attempt to reflect correct behavior in a given situation. Here's how companies can leverage social proof to increase customer acquisition:

1.Showcase social proof: highlight positive customer reviews, testimonials, ratings and certifications on your website and marketing materials. This can help build trust and credibility with potential customers.

  1. Influencer support: work with influencers or industry experts who enjoy great popularity and a good reputation. Their endorsement of your product or service can provide powerful social proof and attract new customers.
  2. User-generated content: : encourage customers to share their experiences with your product or service on social media. User-generated content, such as photos or videos, can serve as social proof and influence potential customers.
  3. Highlight customer success stories: share success stories or case studies of satisfied customers who have achieved positive results with your product or service. This demonstrates the value and effectiveness of your offer, and increases the chances of acquisition.


A skincare brand collaborates with a famous beauty influencer who has a large following on social media. The influencer shares his positive experience with the brand's products, showing the results obtained. This endorsement acts as social proof, attracting new customers who trust the influencer's opinions and advice.

In conclusion, the impact of customer reviews on new customer acquisition is undeniable. By capitalizing on positive feedback, proactively addressing negative comments, and dynamically managing their online reputation, companies can turn customer reviews into a competitive advantage in their acquisition efforts.

Moreover, by leveraging the power of social proof, word-of-mouth marketing, and implementing best practices for managing and leveraging customer reviews, companies can boost their customer acquisition and thrive in today's digital landscape.

That's why Certishopping has thought of you by developing an intuitive, personalized platform adapted to all online sales technologies. The Certishopping module enables you to collect customer opinions and testimonials, manage them efficiently, and above all exploit them on a variety of digital media.

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