Cover Story: Site Improvement Tips to Increase Conversions

3. Utilize product reviews (even the bad ones). Seventy percent of online shoppers look at product ratings and reviews before making a purchase decision. Fold reviews into your product pages, and showcase ratings in search/browse results. Consider providing incentives to customers as a means to increase the overall number of reviews on your site. After all, products with the highest number of reviews can increase conversion by 50 percent.