Ratings and reviews are a hugely important tool for brands of all kinds.

A recent survey by Bright Local found that the average consumer will read 10 reviews before feeling able to trust a business, while the majority of people nearly always check reviews before they buy a product online.

For ecommerce brands, reviews can be a hugely powerful form of persuasion (particularly impacting shoppers who are still in the decision-making phase of their journey).

Glossier is one brand that I’ve noticed is particularly adept at weaving in reviews and many other forms of social proof, into both its website and wider digital marketing activity.

Here are just five examples and the reasons why it’s so effective. For more on reviews, check out Econsultancy’s recently released Ratings and Reviews Best Practice Guide.

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