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Reviews with Photos Create a Sensory Experience

E-commerce is not always smooth sailing. Standing out and convincing users to make a purchase is a constant challenge.

To capture visitors’ attention and convert them into customers, two elements have become essential: visuals (photos and videos) and customer reviews.
But did you know that by cleverly combining these two ingredients, you will achieve the best results?
This is what we will explore in this article, by discussing the benefits of a strategy that combines visuals and customer reviews and providing practical advice for implementing this synergy.

The Power of Visuals in Online Commerce


In online commerce, visuals are a crucial element for capturing the attention of internet users and encouraging them to make a purchase.

The reason is simple: unlike a physical shopping experience, where customers can see, touch, and even try products, on an e-commerce site, images are the primary means of presenting items in an attractive and convincing manner.

Visuals allow potential customers to envision themselves using a product. Therefore, it is essential in e-commerce to offer varied and high-quality visuals.

What “visuals” are we talking about? This can include detailed photos from various angles, situational images showing the product in its context of use, tutorials, and also immersive videos that help better understand its features and functionality. The term “visuals” thus encompasses both photos and videos.

The brand Clarins offers visual tutorials on product pages of its e-commerce site.

Visuals are not limited to the classic product images found on any website. A good practice in recent years is to integrate consumer photos or videos on product pages. These are known as UGC, User-Generated Content.

Petit Bateau uses customer videos on the product pages of its website.

These contents, produced by real customers, are perceived as more authentic and credible than traditional marketing visuals. They allow potential buyers to more easily envision themselves using the product and see its benefits concretely. This is what makes them so powerful and interesting.

Lastly, beyond their short-term sales impact, using quality visuals on digital channels helps to strengthen the brand image of an e-commerce site over the long term. They actually help to create a coherent and memorable visual identity, which inspires confidence and fosters customer loyalty.

Discover our review of video reviews, a powerful tool for promoting your products and services.

The Role of Reviews in Building Trust


Imagine an internet user hesitating between two products with similar features on an e-commerce site. Both items feature attractive visuals, but one displays numerous positive reviews while the other has none.
Which product will our potential buyer prefer? Without hesitation, the one with authentic customer reviews.
Online, reviews play a key role in creating a trusting environment and legitimizing a merchant’s offer. A BrightLocal study showed that 91% of consumers aged 18 to 34 trust online reviews as much as personal recommendations from their close ones. This shows how authentic comments left by other buyers are a true social proof!

Demeco displays its customer reviews on the homepage of its website to reassure internet users.

Positive reviews ultimately act as powerful conversion levers. They highlight the strengths of products, reassure about their quality, and support internet users in their purchasing decision.


Even negative reviews, if handled tactically and responsively, can turn into opportunities. Constructively responding to a critique indeed proves your commitment to customer satisfaction and conveys a transparent brand image.
For all these reasons, customer reviews are much more than just simple comments: they are true vectors of trust, engagement, and loyalty.


Combined with effective visuals, they form a winning duo for humanizing the online shopping experience and creating authentic and lasting relationships with customers. This is what we will see in the rest of the article.


Discover 8 best practices for receiving more customer reviews.

Combining Visuals and Textual Reviews to Create a Powerful Sensory Experience


We have just seen that visuals and customer reviews are two essential elements for boosting an e-commerce site’s performance. But did you know that by combining these two ingredients, you will obtain the best results?


Pairing attractive visuals with authentic reviews creates a true sensory experience for your visitors.

The principle is simple: images and videos attract and capture attention, while comments reassure and strengthen trust. This winning duo will encourage your prospects to make the purchase.

Thés de la Pagode effectively exploits visuals, customer reviews, and their combination.


Why is this combination so powerful? Simply because it replicates the two facets of the physical store shopping experience:


On one hand, the ability to see and touch products.
On the other, the opportunity to ask for opinions from salespeople or other customers.

By integrating both visuals and reviews on your site, you offer your visitors the best of both worlds: they can admire your products from all angles with high-quality photos and videos, while getting concrete and reliable feedback from other buyers.


This complementarity will make their experience memorable and convince them to make a purchase.


This combination is also a powerful lever for engagement and loyalty. By encouraging your customers to share their photos and their reviews, you actively involve them in the life of your brand and strengthen their sense of belonging. It’s a virtuous circle that encourages repeat purchases and recommendations.


What to Remember: Pairing striking visuals with authentic reviews is the key to creating an e-commerce experience close to that of a physical store.

4 Tips for Effectively Combining Visuals and Reviews


Are you convinced of the power of the visuals + reviews duo, but unsure how to optimally integrate it on your site?


Here are some practical tips to help you make the most of this winning combination.


1 – Position reviews close to visuals
On your e-commerce site, it is crucial to place customer reviews immediately next to the product visuals. This could be just below the main photo, in a dedicated tab on the product page, or in a pop-up that appears when hovering over the image. The idea is that the user can easily access the comments without having to search.

Example of reviews displayed near visuals: BUT.

Similarly, consider displaying reviews directly in your product catalog, in the form of stars or verbatim. This will enhance the attractiveness of your items and make it easier for visitors to compare.

Example of customer reviews displayed in the catalog pages: BUT.

2 – Highlight UGC visuals


Do not hesitate to highlight photos and videos shared by your customers, just as you would your professional visuals.
For example, you can create a gallery of photos showing customers using the product or a video of consumers.

You can also integrate UGC visuals directly into your own photos, embedding them in a “picture in picture” style. This is an excellent way to energize your content and make it more authentic.


3 – Synchronize reviews and visuals


Combining visuals and reviews is good, but it’s better if the visuals and reviews refer to the same product! Therefore, ensure you synchronize the display of your visuals with that of the customer reviews.


Specifically, if a user clicks on a UGC photo or video, they should be able to directly access the corresponding review, and vice versa.


You can also give your visitors the option to filter reviews according to product features (size, color…) and display comments associated with the visual they are viewing first.


4 – Think cross-channel


Finally, do not limit the use of your UGC visuals and customer reviews to your e-commerce site alone. Instead, think about integrating them into your entire communication ecosystem: social networks, newsletters, advertisements, etc.

For example, you can create a “Testimonials” section on your Facebook page, filled with the best photos and reviews from your customers, or include UGC visuals in your emailings to authentically illustrate the benefits of your products.

Conclusion


As you can see, to maximize your e-commerce performance, simultaneously betting on striking visuals and authentic customer reviews is one of the most powerful strategies.


The combination of the two, when done coherently, logically, and pertinently, offers your visitors a shopping experience close to that of a physical store: you combine the power of projection of photos & videos with the reassurance of other buyers’ reviews.


You create the sensory experience that has long been missing in online commerce.


This synergy proves profitable at all levels: it improves the attractiveness of your product pages, it promotes the conversion of your prospects, it retains your customers, and ultimately helps to sustainably boost your revenue.

And you, what actions will you take today to optimize the visuals/reviews synergy on your site? Share your ideas and experiences in the comments!

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