Reviews on the website: design options
People often trust the opinions of users online, even if they do not know them personally. Reviews on the website or in social networks often play a key role in the purchase decision. Marketers actively use this feature to drive sales. They place consumer reviews on the site to build trust in the company.
However, reviews are not effective without the right presentation. Like any marketing tool, they require a skilled approach to maximise results.
Formats for posting reviews
There are various options for posting testimonial blocks that encourage conversions. The most common formats are:
- Canvas. Reviews do not have to be placed on the main page. Specialists can use a separate page or combine this block with company information.
- Mosaic ribbon. Elements are displayed in a mosaic rather than sequentially, allowing you to place more detailed customer stories. This approach helps to highlight the most interesting and compelling reviews.
- Recommendation pop-ups. Designers use this format on sites with animated elements. Reviews appear as the page scrolls. This ensures that the user sees them, even if not all of them.
- Scrolling carousel. For start-ups or small businesses, this is characterised by the placement of a block of reviews on the main page. The carousel is an effective tool. It fits organically into the structure of the site and attracts attention.
- Block resume. This approach is gaining popularity due to the availability of AI solutions. A block resume contains some facts that can position the user. It can be statistics on purchases or the results of surveys on the quality of the product.
Research confirms that reviews with photos and consumer names are the most trusted. At the same time, the experience of influencers shows that there are other effective formats. Minimalist reviews that don’t include photos or names can also produce the desired results. However, they must be used by an influencer with a high level of audience trust.
Posting tips
Video has proven to be an effective tool in various marketing strategies. And reviews are no exception. Recommendation videos are becoming increasingly popular. They simplify perception and can convey the experience of using a product in an entertaining way.
Marketers often use a combination of formats, such as video and text. It’s essential to note that video reviews require certain placement considerations. Too many clips can have a negative impact on the site’s performance.
To simplify the process of placing reviews on the website, you can use special widgets. They are embedded in the code of the web resource and are designed for convenient placement of user reviews. In this case, the design of the widgets can be adapted to the overall visual style of the site.