Gartner Research

Use Ratings and Reviews to Drive Digital Commerce Conversion

Published: 25 August 2016

ID: G00310266

Analyst(s): Jennifer Polk


Social marketing is cited as one of the most effective channels across the customer buying journey. Ratings and reviews are top social tactics for driving digital commerce. Digital commerce leaders can use this research to learn how to incorporate and enhance ratings and reviews to boost conversion.

Table Of Contents


  • Why Ratings and Reviews Matter
    • New and Improved Ratings and Reviews
    • Other Benefits of Ratings and Review Content
  • How to Acquire and Increase Ratings and Reviews
  • How to Manage Ratings and Reviews Across Touchpoints
  • Measure the Impact on Conversion

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.