How Reviews Increase Social Commerce

While it’s primarily effective for building brand awareness rather than earning direct conversions, social commerce is still effective for driving sales. We wanted to find out just how much reviews impact conversion rates on Facebook, LinkedIn, and Twitter.

According to a recent study on social by Shopify, the average conversion rate for Facebook is 1.85%, the average conversion rate for Twitter is 0.77%, and the average rate for LinkedIn is 0.47%.

Yotpo Data found that from reviews shared to social, the conversion rate is an average of 40% higher for Facebook, 8.4 times higher for Twitter and 5.3 times higher for LinkedIn.

Reviews shared to Facebook have an average conversion rate of 2.58%, on LinkedIn, 2.49%, and on Twitter, a whopping 6.46%!

As the data shows, reviews are a powerful type of social proof that lead to higher conversion rates on Facebook, Twitter, and LinkedIn. And moreover, Twitter is a force that has been underestimated by eCommerce.

As we found in our data point comparing Facebook and Twitter AOV and CVR, Twitter has higher CVR and AOV than Facebook.

While Twitter may be a smaller source of traffic, the traffic that does come as a result of reviews shared on Twitter has a high chance of purchasing, and purchasing more.

What’s interesting about this data isn’t just that reviews increase eCommerce sales, but how much of an impact reviews have on different social media channels. The state of social media is in constant flux, as becomes clear from seeing how the data has flipped.

In 2013, our data showed that eCommerce stores earned more than four times more from Facebook visitors than Twitter visitors.

In 2015, the data shows the opposite:

Now, Twitter visitors are more valuable than Facebook.

What gives, and how can you still make the most of Facebook?

Facebook’s recent algorithm changes and emphasis on paid advertisements could have something to do with it. Luckily, this is still a situation where user-generated content pays off. As people become advertisement and banner blind, marketers are needing to do more and more to get their attention. What works, however, may simply be blending in.

Facebook advertisements that use user-generated content have a 300% higher CTR rate than other ads. This may be because of the social proof that comes from seeing a Facebook friend endorse a brand or product, or because these advertisements read more naturally – in other words, they appear as friends’ updates, not brand advertisements.

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