WooCommerce Product Reviews
This page explains what are WooCommerce Product Reviews. Definition, anatomy of a review in WooCommerce. How to add reviews to WooCommerce.
As of 2019, Shopify hosted 20% of global e-comerce sites, just short of WooCommerce's 26% share. Shopify has closed the gap in recent years — potentially taking over the top spot — but WooCommerce is still one of the most widely used eCommerce sites. This is where we'll be shifting our focus to next.
What is WooCommerce?
So why has WooCommerce commanded so much of the e-commerce market over the years? It's because it was developed to be used on WordPress sites, and WordPress is the most widely used website builder/content management system on the internet.
WooCommerce is an open-source e-commerce platform estimated to have powered more than 3.9 million stores. Because it's a WordPress plugin, WooCommerce is known for its diverse range of store customization options and seamless integration with WordPress's many themes.
But does this customization translate to review management?
Why Are Product Reviews Important on WooCommerce?
A blog written by e-commerce blogger Pamela Hazelton and posted by WooCommerce's site says it best: "Product reviews are an essential part of an online store's branding and marketing. They help build trust and loyalty and typically describe what sets your products apart from others."
By now, you should know that product reviews are the lifeblood of your online store, second only to the products themselves. In the last section about Shopify, we cited a study that revealed a jaw-dropping statistic: 95% of shoppers look at reviews before making a purchase or even narrowing down their list to a few final contenders.
If consumers are looking at multiple reviews for a single product — something we established in a previous chapter — it shows that if you're going to help your products be in that final conversation, you need reviews on your WooCommerce site.
Anatomy of a Product Review on WooCommerce
It's extremely easy to add reviews to your e-commerce site using the settings in WooCommerce. There is also a wide selection of third-party plugins that integrate directly with WooCommerce. We'll talk a little more about the pros and cons of each option when we talk about how to add reviews to your WooCommerce site. Right now, we're going to focus on the different parts that make up a basic product review on the platform.
Like with other e-commerce sites, online marketplaces, ad extensions and more, the ubiquitous star rating function makes an appearance in WooCommerce's product review options. When you enable reviews for your store, you have the option to require a star rating.
The majority of third-party apps also include a star rating, and it's not something you really have to worry about being excluded from any review management app or software you're using.
Since WooCommerce gives you the option to require one or not when you enable product reviews on the platform, it's a good opportunity to expand on the importance of star ratings here. In Chapter 1, we cited a survey result in which over 80% of respondents said they wouldn't trust a business — or, by extension, a product — with less than a 3-star rating.
This effect actually works at the other end, albeit to a lesser degree: the Spiegel Research Center at Northwestern University studied consumers' likelihood of buying a product online with different star ratings. They found that the sales were highest when ratings (out of 5) were between 4.2 and 4.5 stars. With 4.6 to 5-star rated products, star-ratings weren't taken into account as much.
This is something to keep in mind any time you have the ability to require or moderate star-ratings for your products.
Written reviews are the most common to see on product pages because they're the most common for consumers to leave and because they're usually the only reviews e-commerce platforms enable you to have on your product pages without using a third-party app.
WooCommerce is no exception. Reviews functionality allows for a star-rating and text review to be added to a product page, and without additional plugins active, this is all you'll be able to feature on your site.
Text reviews are still effective and better than having no reviews at all. Plus, WooCommerce allows you to verify that reviewers purchased the product that they're reviewing and put a badge on the review that reflects that, adding credibility to each text review left on your site.
Photo reviews are popular, and when paired with text, they add an additional degree of trust to a given product review. Like with Shopify, WooCommerce doesn't offer an option to add a photo a written review, so if you're looking to add a visual dimension to the feedback you feature on your product pages, you'll have to use a third-party plugin.
Video reviews are widely regarded as the most valuable user-generated content (UGC) you can have on your site because they allow prospective buyers to engage with a review on multiple levels. While WooCommerce doesn't offer the ability to feature video reviews as traditional "reviews," you can pull videos from social media or YouTube, embed them on your website, or use a plugin to integrate different review formats easily.
How to Add Reviews to WooCommerce
If you want to add basic review functionality to your WooCommerce site, it's very simple: Go to the WooCommerce menu on the back end of your WordPress site, then click "Products."
This is where you can enable star-ratings and reviews. It's also where you can set WooCommerce's limited customization options — whether reviews can only be left by verified customers, for example.
When a review comes in, you'll be able to see it before it's posted. In order for it to appear on the front end, you'll have to approve it. This gives you the chance to see negative reviews before your customers do. If you choose this option, try to resolve the issue without putting the review on your site.
As we said before, the native reviews function offered through WooCommerce will deliver the base level benefits of online review management — people who visit your site will see how other people feel about your products.
If, however, you decide you want to take your reviews to the next level with photo galleries, video reviews, and more options of where to put valuable UGC on your product pages and at checkout, you'll want to use a third-party plugin, like Stamped.io, one of many apps that seamlessly integrate with WordPress and WooCommerce.
People use Stamped.io every day on their e-commerce site to help shape the customer journey, import reviews from other places and create a more rich selection of customer reviews to help turn consumers into customers with the power of sophisticated social proof.