If you’ve ever shopped online, chances are that you’ve seen and considered reviews for merchants you shop with and products that you’ve browsed. Customers prefer real testimonials to marketing fluff, so it’s no surprise that reviews are the fastest growing social marketing tool for online stores. According to a 2012 study, almost 33% of shoppers trust reviews over a particular brand or its marketing. If you’re considering adding reviews to your website or online store, there are a few things you should know.

Online reviews are a becoming a big factor in determining your placement in search and shopping results. Total number of reviews, review quality and length, and trust of your review platform all play a big role. A 2013 study reported that almost 85% of users considered reviews before visiting a new restaurant, hiring a contractor, or making a major purchase, so it’s no wonder that search engines take reviews into account more than in the past.

In general, there are 3 different types of reviews.

Merchant reviews are a measure of trust in your business in general. When someone fills out a merchant review, they’re reviewing your customer service, shipping time, and overall quality of shopping experience. Merchant reviews are powerful incentives to trust your brand.

Product reviews rate the quality of individual products. Product reviews help build trust in the particular brand of a product, and allow customers to read personal stories from other buyers who’ve used that product, as well as share those reviews on social media. In fact, 42% of all Amazon customers have left product reviews, and products with postiive review have sold 200% more than those with no ratings. The best and most trusted review programs only allow reviews from someone who has actually bought that product.

Local Reviews are reviews you collect either in your physical business location or on the go (using a tablet or phone, for instance). You can then syndicate that review to many online lists and social media platforms to get you the most exposure available when someone searches your business.

While you can always install a simple review plugin or use whatever comes built-in with your e-commerce platform of choice, it’s far better to have reviews collected by a Google and/or Microsoft approved third-party review company. Those reviews are guaranteed to be from actual customers, which means they can’t be faked. Depending on who is collecting your reviews, can be used to boost your visibility and attractiveness in Google Adwords, Google Shopping, Yahoo and Bing ad networks.

We’ve found Shopper Approved to be the best review company overall. Their prices are highly competitive and their customer service is top notch. Their review management tools are easy to use, and they’re one of the most trusted names in the business. Shopper Approved collected 70% more review and are historically more visible on search engines than their competitors. Most importantly, their ratings are fed to Google so shoppers will see your review stars when browsing Google shopping.

Want to get started with reviews for your website or online store today? Ventura can set you up with a 30-day free trial of Shopper Approved. For more information, contact us today.