What does a good product review look like?

How much power do product reviews actually hold over consumers’ buying decisions? Far more than you might think. 98% report that they rely on reviews to inform purchase decisions, making them one of the most influential factors in buying behavior. But what does good actually look like? What’s an example of a product review that shoppers want to see?

Product reviews and other forms of user-generated content (UGC) have become the cornerstone of trust and loyalty in the digital marketplace.

• 88% of shoppers use reviews to discover and evaluate products
• 47% say online reviews are an influential source of information, second only to recommendations from family and friends
• Companies that incorporate UGC into their social campaigns see a 50% increase in engagement
• 84% of millennials say UGC affects their purchasing decisions, while almost half of Gen Z customers say social media is their top inspiration for buying a product

But here’s the catch — not all reviews are created equal. What transforms a simple product review into a pivotal decision-making tool for shoppers?

Industry professionals agree: a great review goes beyond a star rating. It validates quality, sets expectations, and discusses performance, which is crucial since shoppers overwhelmingly rely on reviews to inform purchase decisions.

To bring these strategies to life, we’ll introduce you to “QualityCouches,” a hypothetical brand we completely made up, but based on real research. By stepping into the shoes of a consumer, you’ll gain a deeper understanding of how strategically curated product reviews can elevate the shopping experience, ensuring your offerings stand out in a crowded market.

The anatomy of a good product review

Shoppers read reviews to check if a product matches their expectations, learn about real experiences, and see how it performs over time. This aligns with the increase in social media use for product research, as more consumers turn to user content before making a purchase.

Here are 13 examples of the specific information they’re looking for in your product reviews.

1. Value and quality assessment

Shoppers are looking for value for money, and review content is where they find it. They want to see information that makes it easier to part with their hard-earned cash on a purchase. And value doesn’t just mean price, they want to know the product quality is worth the cost, too. 62% of shoppers are looking for information that validates the item is worth the money and 59% want to confirm it’s of high quality, according to our Shopper Experience Index.

For big purchases, a strong review covers:

• Material quality and durability
• Comfort for daily use

For big purchases like a couch, a good product review example might include information about the quality of the fabric or its stability, and durability of the item. Users want to see that it’s comfortable enough for a long movie night or Netflix binge. 

2. Product details

When scanning reviews online, 44% of shoppers are looking for validation that what arrives in the mail will match what appears on your website.

If someone is on the QualityCouches site looking for a new sofa that’s easy to clean and can withstand the wear and tear of a toddler, it’s not enough to see “kid-friendly” or “stain resistant” in a product description.

Here’s a good example of a product review that could turn them into a QualityCouches customer:

“This couch easily stands up to my three kids. It’s really easy to clean. Yesterday, my oldest spilled cranberry juice on the cushions and it came out easily with some warm water. Highly recommend this couch for households with small kids!”

Even if you don’t have kids, you’ll feel more confident about how easy the couch is to clean after reading a product review like that!

3. Usage and user context

Shoppers want reviews that show if a product fits their needs. Helpful reviews include:

• Who used the product
• What problem it solved
• How and where it was used

Here’s an example: “We are empty nesters with two labs that we treat like our children. Our dogs love to cuddle with us on the couch. They shed a lot and we needed something that was easy to clean. This couch is perfect. The material is great. Their fur doesn’t stick to it. It’s also really easy to wipe off slobber and dirt.” When shoppers see themselves in reviews, they’re more likely to buy.

• 71% of shoppers are looking for reviews from people who share their interests, needs, or concerns
• 62% of consumers said they are more likely to trust reviews that include information about the poster’s age, location, or other information as opposed to anonymous reviews

4. Comparisons to expectations

Probably everyone who shops online has been disappointed at one time or another by a product that failed to meet their expectations, leading to higher e-commerce return rates. And no one wants that. Shoppers want to hear from other shoppers whether your products live up to their promises.

If you’re shopping at QualityCouches, you want to see examples of product reviews that validate the claims made in the product descriptions.

The more real shoppers say a sofa lives up to its promises of comfort and stability, the more confidence a consumer will have about adding the couch to their cart.

5. Style and design commentary

Shoppers want to see what a product looks like in real life, not just in descriptions. Visual UGC like photos and videos helps them confirm style and design match their expectations.

6. Comfort and wearability

Alright, by now shoppers know QualityCouches sells items that look good, but do they feel good? Is the material scratchy? Will it bother their sensitive skin? Will the pillows leave awkward marks on their face if they fall asleep during a boring movie?

A good product review will answer these questions and assure shoppers that the couch is as cozy as it is stylish.

7. Ease of use

Sometimes it’s the big things that make you love (or hate!) a product. But often, it’s the little things.

For anyone who’s ever had to put together furniture, you can empathize with the shoppers on QualityCouches who are looking for feedback on whether the products are easy to assemble. They might also want to know whether the couch is easy to clean, if the cushions are removable, and how easy it is to set up the pull-out bed.

8. Long-term impressions or performance and functionality

Shoppers look for reviews that mention long-term use, like comfort after months or whether materials hold up. Asking for reviews weeks or months after purchase helps build trust and gives future buyers confidence.

9. Pros and cons

Shoppers trust reviews that share both pros and cons. Honest feedback, even if negative, builds credibility and trust.

• 62% of consumers say negative reviews are as important as positive reviews in their decision-making process
• 75% of shoppers say it’s important to read a balance of positive and negative reviews when purchasing to set expectations correctly
• 93% of consumers say they would rather purchase a product with a lot of positive and negative reviews compared to a product with no reviews

Here’s a product review example for QualityCouches that could help a shopper make an informed decision.

“My in-laws spent two weeks sleeping on the pull-out sofa. By the end of the first week, they were pretty uncomfortable. The couch is fine if someone is just spending the night, but I wouldn’t use it for long-term guests. I wish I had bought the Superior Comfort model.”

10. Photographs

Visual UGC like photos and videos makes potential customers even more confident about clicking that “Add to Cart” button. According to one of the respondents to our product reviews survey, a digital product administrator, “a high-quality review always has photos.”

• 85% of consumers say they turn to visual UGC over branded content when making purchasing decisions
• Over a third of shoppers say reviews with photos are more credible than those without

When reading reviews, 41% of shoppers want to see what a product looks like in real life. Encouraging your customers to share photos and videos of your product in action helps build that trust and confidence.

11. Recommendations and additional tips

Part of the beauty of reviews is that they can provide you and your customers with valuable feedback. Shoppers can learn how to use a product to its full potential, while brands and retailers can find ways to improve and transform the shopping experience — and drive growth. According to our research, the main ways brands and retailers use UGC are:

1. 80% improve the shopper experience
2. 78% increase conversions
3. 76% improve marketing messaging
4. 74% improve product pages
5. 68% improve SEO
6. 67% reduce returns

Here’s a helpful review: “The couch is great but the armrests are really narrow. Make sure you have a side table nearby to put your drink, snacks, and remote on.” This kind of feedback helps shoppers and gives brands actionable insights.

12. Star ratings and summaries

As much as people love in-depth UGC, sometimes they don’t have time to read a bunch of reviews. Star ratings and review summaries help shoppers quickly understand how many people gave feedback about the product, what the overall star rating is, as well as a few pros and cons to consider.

Here’s an example of a product review summary.

Note the immediate average star rating and percentage of recommendations highlighted in bold, the breakdown of product criteria, pros and cons, and a trust signal to confirm review authenticity. Displaying review highlights in a simple manner speeds up the reviewing process, which leads to faster (and more) purchases.

13. Recency of reviews

Real talk: A ton of great reviews, photos, and star ratings from 2020 won’t appease today’s shoppers. They want to know what recent customers thought about their purchase.

61% of consumers say recent reviews, those submitted in the past three months, are more reliable than older ones.

Types of product reviews

While the content of a review matters most, the format—text, image, or video—plays a huge role in how shoppers consume that information. A mix of all three creates the strongest trust signals.

1. Text reviews

These are the foundation of your UGC strategy. They provide the searchable keywords that boost SEO and the detailed narratives that explain why a product works (or doesn’t).

• Best for: Detailed storytelling, specific pros/cons lists, and technical specs.
• Structure tip: Encourage reviewers to use bullet points for “pros” and “cons” to make the text scannable.
• Example:“I was worried the ‘Midnight Blue’ would be too dark, but it’s actually a perfect navy. The cushions are firm but comfortable.”

2. Image reviews (visual UGC)

They say a picture is worth a thousand words, but in e-commerce, it might be worth even more in revenue. Visuals prove the product exists and looks as advertised.

• Best for: Validating color, size, texture, and fit.
• Stat to know: 85% of consumers say they turn to visual UGC over branded content when making purchasing decisions.
• Structure tip: Ask customers to photograph the product in use (e.g., the couch in the living room) rather than a close-up of the fabric alone.
• Example: A wide-angle shot showing how the 3-seater couch fits into a small apartment living room, validating the “compact” size description.

3. Video reviews

Video is the ultimate trust builder for complex products. Whether it’s an unboxing video or a tutorial, video keeps visitors on the page longer.

• Best for: Demonstrating assembly, showing features in action, or capturing genuine emotional reactions.
• Structure tip: Good video reviews often follow a “show, don’t just tell” structure—start with the finished result, then backtrack to show how you got there.
• Example: A 15-second clip of a user doing a “squish test” by pressing down on the cushions to show the foam density and how quickly it bounces back.

B2B vs. B2C reviews: What’s the difference?

While “QualityCouches” is a B2C (Business-to-Consumer) example, the principles of a good review apply to B2B (Business-to-Business) scenarios as well—but with a shift in focus.

B2C reviews (the emotional connection)

B2C reviews often focus on personal satisfaction, aesthetics, and immediate utility.

• Key drivers: Happiness, ease of use, speed of delivery, and “look and feel”.
• Tone: Informal, emotional, and often shorter.
• What to look for: A great B2B review doesn’t just say “Great software”; it says, “This tool saved our team 10 hours a week and implementation took less than two days.”

How to get more authentic and effective reviews

Ready to up your product review quality? Here are three tips to keep in mind.

1. Make it easy for customers to leave reviews

Shoppers like sharing their opinions. Nearly 70% of shoppers are willing to provide feedback when asked. The secret to collecting more helpful product reviews is to make it easy for customers to submit feedback. Often, all you need to do is send a quick email or two.

Requesting feedback via email can increase product reviews by up to 9x. Sending a follow-up review request email can boost review volume by 50%.

Struggling to get more reviews on your PDPs? See our guide to requesting reviews from your customers.

2. Ask questions that encourage specific feedback

Now that you know what shoppers are looking for in your product reviews, you know what questions to ask. For example, QualityCouches might ask:

• How would you rate the item’s quality?
• Did our product meet your expectations?
• How would you describe the style?
• Tell us about yourself and how you use the product.
• Do you have any photos or videos of the couch in your home?

3. Give shoppers product review examples

In addition to requesting specific information, you can provide a fill-in-the-blank template. This helps customers who might suffer from “writer’s block” and ensures they cover the key points other shoppers care about.

Try providing a structure like this:

“I use this product for [context or activity]. My favorite feature is [feature you like] because [reason]. One drawback I noticed is [drawback/con]. Overall, I would recommend this to [specific type of person].”

This simple prompt encourages honest, balanced, and specific feedback without requiring the customer to write an essay from scratch.

Responding to product reviews

Engaging with reviews is just as important as collecting them. Responding shows that you value customer feedback and are actively listening. A thoughtful response can turn a happy customer into a loyal advocate and show potential buyers that you stand behind your products. Whether the review is positive or negative, a timely and personal reply builds community and reinforces trust in your brand.

Ready to make a bigger impact?

Customer reviews are game-changers. They can boost your conversion rates, keep shoppers on your site longer, and ramp up your engagement metrics. But let’s be real: Managing these reviews can be tricky, especially for small teams.

That’s where review management tools come in. They’re designed for efficiency, helping even the smallest teams compete and excel. Plus, they give you a clear view of your return on investment for your UGC efforts.

Now’s the time to boost your digital presence with honest, persuasive user reviews. Don’t let operational challenges hold you back. Our solutions can simplify your processes and lift your brand to new heights. Hairhouse Australia implemented our Ratings & Reviews tools to provide shoppers with authentic UGC that inspires purchases, and saw a 35% lift in conversion rate and a 15% increase in average order value on pages with Ratings & Reviews vs. pages without.

You can learn more about our Ratings & Reviews tools here. Or get in touch with our customer success team today to see what’s possible. Together, we can revolutionize your approach to UGC, building trust, loyalty, and impressive growth.

Frequently asked questions about product reviews

What are some good 5-star review examples?

A good 5-star review is specific and enthusiastic, highlighting a favorite feature and recommending the product. This helps shoppers feel confident in their purchase.

What is an example of a good review response?

For positive reviews, a good response is personal and appreciative. Thank the customer by name and reference a specific detail. For negative reviews, the best response is empathetic and solution-oriented. Acknowledge their frustration, apologize for the specific issue without being defensive, and offer to take the conversation offline (e.g., “Please contact our support team at…”) to resolve it.

How can I encourage more customers to leave reviews?

Make it easy to leave feedback and ask specific questions. Follow up with a simple, friendly request after purchase.

Should I delete negative product reviews? 

No, unless they violate your content guidelines (like containing profanity). While it sounds counterintuitive, negative reviews actually build trust. Our data shows that 62% of consumers say negative reviews are just as important as positive ones, and 93% of shoppers would rather buy a product with mixed reviews than a product with no reviews at all.

Do product reviews really help with SEO and GEO? 

Yes. User-generated content provides a steady stream of fresh, keyword-rich text that search engines and AI chatbots value. In fact, 68% of brands and retailers explicitly use UGC to improve their SEO performance, helping their product pages rank higher and drive more organic traffic.