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Digital Marketing

How product review filters create a more personalised experience

Recent figures have shown that having product reviews on your website can uplift sales by up to 18%, and customers who visit a website and interact with product reviews on average spend 11% more compared to those who don’t!

Customers want a more tailored experience

However, simply having reviews isn’t enough anymore, as customers who are shopping with ecommerce-only brands want to know that the information they have access to is relevant to their unique needs. If you’re buying an item of clothing for instance, you will want to know how an item fits on someone with a similar figure and body type as yourself before you make a purchase. This extra piece of information can help make the whole customer experience more seamless and alleviate the need to order multiple sizes of the same product. 

As the unique needs and requirements of each customer can vary dramatically, customers need to have more context behind individual reviews so they can know whether the information provided is relevant to them. The information provided by improved and relevant product filters can then inform a customer on important information such as sizing and fit, enabling them to make more accurate purchase decisions based on their existing needs and expectations.

Millennial favourite “Glossier” is leading the way with its unique product filters

While most reviews allow you to filter by most recent/most helpful, some online retailers are now offering additional filters to give their customers a more personal and meaningful online experience. Glossier, for example, are one of the first major ecommerce brands to introduce additional and relevant product filters to their website. 

As new customers will likely be purchasing products without previously trying or physically holding an item, it’s important that before they commit to a purchase that they are able to filter products by skin type, age-range and shin shade so they can make a more informed purchase decision. By introducing these unique filters to their product pages, Glossier is reducing their overall return rate and improving customer satisfaction by making the customer experience seamless and easy! Customers know what they are buying and whether it will work for them before the item arrives at their door. 


Product reviews create a sense of community with your customers

Having detailed product reviews on your website is more than just a way to increase your brands credibility, it can also create a sense of community with your customers as their comments can be repurposed for your marketing and be used to inform new customers with unbiased and honest reviews of an existing customers experience of purchasing from your website. It also allows your customers to feel valued as they can see direct interaction between a brand and their personal opinions of it.

Creating a more meaningful shopping experience by improved and varied product filters will likely be adapted for the wider retail industry in the near future, as customers will come to expect this as the basic standard and will shop elsewhere if this level of detail isn’t provided for them. And with an ever-expanding competitor marketplace, can you really afford to fall behind your competitors because of small website tweaks such as this?


So, will you be adding more varied and relevant product review filters to your website in 2020?

Read more of our predictions for this year by downloading our free innovations ebook:

Find our last blog post here.

Chris Thomas


Chris Thomas

CEO & Founder

Chris has been at the forefront of eCommerce and a pioneer of online retailing since the early 00s. A 5-time Drapers Award winner, Chris has extensive experience in developing fashion brands online.

Chris founded Cake in 2016. Based in Birmingham, with offices nationwide, Cake specialises in helping fashion brands understand their market online and then helps to develop appropriate strategical direction to achieve their plan, all backed by his 20 years of operating in the retail market.