Trustpilot reviews widget on product pages: +36.73% orders
Commentary byLiftArchiveOur analysis, not theirsAdding a Trustpilot widget with the latest customer reviews to product pages lifted orders by 36.73%.
FietsPunt, a Dutch online store for bike parts and cycling wear, ran this test itself, and it was published as a VWO case study.
It followed an earlier Facebook likes widget test that made no difference.
- Orders: +36.73% versus the original, with a 99% chance to beat the original.
- The test ran for 15 days on about 16,000 visitors.
- Add-to-cart was also tracked, but no figure was shared for it.
The change
A Trustpilot widget with recent customer reviews added to the product page
Simplified mockup drawn by LiftArchive from the shared screenshots.
Control
Product pages showed no customer reviews.
Variant
A Trustpilot widget showing the latest customer reviews was added in the bottom right corner of product pages.
Why it likely won
Our reading of the result, not the practitioner's claim.
- The owner believed visitors were wary of buying from a small, little-known shop. Reviews from real buyers speak directly to that worry.
- Reviews describe the buying experience, such as delivery and service, which page likes don't.
- Showing the latest reviews signals that people are buying from the shop right now.
Caveats: The owner's estimate of about EUR 90,000 ($122,660) in extra monthly revenue assumes revenue grows in line with conversion; it was not measured. The test ran for 15 days, and results are vendor-reported.
Who ran it
FietsPunt ran this test for FietsPunt and published the results (VWO case study). The numbers are theirs; the summary and commentary on this page are ours.
Read the original case study on FietsPunt →
How to run this test on your store
- Hypothesis
- If we show recent store reviews on product pages, then more visitors will order because they can see other people have bought from us without problems.
- Primary metric
- Orders per visitor
- Guardrails
- Add-to-cart rate
- Page load time
- Average order value
- Who should test it
- Smaller or less-known stores where trust is a likely barrier and that have a healthy stock of good reviews. Well-known brands, or stores with a weak rating, may see little gain or a drop.
Questions
Do Trustpilot widgets increase conversions?
They can, especially for smaller stores. In this test, orders rose 36.73% over 15 days.
Are store reviews better than Facebook likes?
In FietsPunt's case, yes. A Facebook likes widget made no difference, while the reviews widget lifted orders, though the two tests ran months apart.
Where should a reviews widget go on a product page?
FietsPunt placed it in the bottom right corner of the page.
Test placement for your own layout, keeping it visible without crowding the buy button.
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