Treating product reviews, brand testimonials, structured surveys, and user‑generated content (UGC) as interchangeable misses the mark on their distinct strategic value.
Each review type serves a different purpose—explore the comparison below to understand which formats drive which outcomes, and how to use them together for maximum impact.
Drive conversions on product pages
Individual SKUs, product detail pages
Star ratings, detailed feedback, photos
Build overall brand trust
Homepage, checkout, brand pages
Service quality, shipping, support
Gather structured insights
Post-purchase surveys, segmentation
Custom questions, targeted feedback
Improve search visibility
Google, Trustpilot, industry platforms
SEO benefits, external credibility
Drive emotional engagement
Social media, ads, product galleries
Photos, videos, authentic usage
Review Type | Primary Goal | Best For | Key Features |
---|---|---|---|
Product Reviews | Drive conversions on product pages | Individual SKUs, product detail pages | Star ratings, detailed feedback, photos |
Company Reviews | Build overall brand trust | Homepage, checkout, brand pages | Service quality, shipping, support |
Experience Reviews | Gather structured insights | Post-purchase surveys, segmentation | Custom questions, targeted feedback |
Third-Party Reviews | Improve search visibility | Google, Trustpilot, industry platforms | SEO benefits, external credibility |
Visual UGC | Drive emotional engagement | Social media, ads, product galleries | Photos, videos, authentic usage |
Now that you've seen how each review format lines up side-by-side, let's unpack them one by one. We'll start with Product Reviews - why they're your frontline conversion driver, when to lean on star-ratings vs. text feedback, and how to get the richest possible submissions.
Tied to individual SKUs and typically shown on Product Detail Pages (PDPs).
Primary value:
Increase conversions, enrich PDP content, support long-tail SEO.
Execution tip:
Aim for context-rich submissions that include photos and specifics (e.g., "Fits true to size" with a photo).
Reflect the customer's end-to-end experience—from ordering and shipping to support and returns.
Primary value:
Build trust with new shoppers; fuel CX and operational improvements.
Execution tip:
Display these prominently on your homepage, footer, and checkout flow to reassure hesitant buyers.
Collected via structured surveys post-purchase, often tailored by customer segment or product type.
Primary value:
Identify experience gaps, capture rich insights, and guide segmentation.
Execution tip:
Tag reviews by product or persona to enable personalized email campaigns and PDP enhancements.
Hosted on platforms outside your control but highly visible in search and discovery.
Primary value:
Improve local SEO, reinforce trust in high-intent search journeys.
Execution tip:
Monitor and respond publicly to show transparency and strengthen brand reputation.
Photos and videos created by customers—often included with reviews or shared socially.
Primary value:
Boost ad performance, increase time-on-page, and drive emotional engagement.
Execution tip:
Tag UGC by product and aesthetic (e.g., "cozy," "outdoorsy") to enable smart deployment in ads, PDPs, and email.
Your review ecosystem should function as a connected system — not a collection of isolated parts. Each review type plays a specific role in reinforcing trust and driving performance across the customer journey:
close the sale at the decision point.
build pre-sale trust and credibility.
power operational and UX improvements.
expand your reach and influence beyond your site.
enhances storytelling and emotional connection.
Together, they deliver:
Are your product pages filled with fresh, media-rich reviews?
Are you collecting and displaying company reviews after purchase?
Have you launched any experience surveys to gather detailed feedback?
Are your third-party reviews recent, and are you actively replying to them?
Is your UGC library tagged, organized, and ready for reuse?
You don't need to activate every review type overnight. But identifying your gaps is the first step in building a high-impact, scalable review strategy that supports growth across every part of your business.