How many reviews does it really take to drive sales?

A good review does more than say "great product" – it drives sales, builds trust, and creates fans. But just stacking up as many five-star ratings as possible won't cut it. To experience the real impact of reviews, brands need to go beyond the basics.

So, how do you go from simply collecting reviews to generating reviews that amplify your impact, shape future marketing strategies, and fuel sales for months – or even years – to come? And how many reviews drive optimum results?

Let's cover the obvious first: reviews build credibility. Nearly 95% of shoppers in 2024 read product reviews before they buy. More than half are willing to pay a premium if the reviews are good, and 49% say positive reviews are in their top three decision-makers. 

So if you’re not prioritizing reviews, you're leaving cash on the table.

Why “quality” reviews go beyond just five stars

But it's not just about having reviews. It's about having great reviews – detailed, authentic and persuasive. 

You know the struggle: scrolling through pages of reviews only to find vague, one-word ratings with no context as to what consumers did or didn't like about the product.

It's the detailed, thoughtful reviews that give consumers the confidence to choose your product and become loyal fans.

Why digital sampling generates the right kind of reviews

So, how do you get the reviews that make a difference? First, we all know digital sampling is one of, if not the, most effective marketing tools for generating reviews. 

Digital sampling isn't just about getting products out – it's about getting them to the right people – consumers who are most likely to try, love and review your product. The stats speak for themselves: 86% say they'd write a review after receiving a sample.

We also see it at SoPost. On average, our sampling campaigns generate 72% five-star ratings and 60% recommendation rates. Take Hellmann's, for instance.

We partnered with them to boost awareness of their vegan mayo for Veganuary, resulting in 84% five-star reviews, 97% recommending the mayo to a friend and 35% buying the mayo within two weeks of sampling. Now that’s loyalty.

But there's also a clear value exchange. Consumers don't just leave one-word reviews when they've received a sample. They share specifics because the sample is theirs, no strings attached, and so they're ready to give honest feedback.

Reviews = real consumer insights

And reviews aren't just about boosting sales – they give you critical insights straight from your audience about what they love, what they don't, and why.

Did they adore the fragrance but find the packaging cumbersome? Are they raving about the product's results but suggesting improvements in texture?

These are the nuances you can't get from sales data alone, and it's why SoPost's approach goes beyond simply collecting reviews – we help brands extract meaning from this feedback.

Brands like Mikado and ARKIVE Headcare have used our cutting-edge features like our AI Review Summaries to extract insights and sharpen their marketing strategies based on what their customers actually care about.

When Mikado set out to reach a new, younger audience, they didn’t follow the competition – they teamed up with us for a bold sampling campaign.

The feedback? Consumers loved the rich chocolate and perfect crunch. The only downside was that they’re too easy to eat in one go! A takeaway Mikado can use for future marketing – or even to consider new package sizes. This is consumer-driven market research, and it’s gold.

The magic number: how many reviews is enough to drive sales?

It's a question we get asked a lot: "How many reviews do I need?" 

The truth is, it's way more nuanced, and it's all about context. For example, a petcare brand in a competitive market with lower price points and barriers to entry will often benefit from a higher volume of reviews across sites to build visibility and establish trust quickly.

Quantity matters here because it signals reliability and broad consumer appeal. 

In contrast, a luxury fragrance brand operates in a premium market with a higher price point and a loyal customer base. Here, fewer but high-quality reviews can carry significantly more weight. In fact, 78% of shoppers say the more expensive the item, the more they dig into reviews.

For these consumers, quality and insight are vital to shape their perception and purchase decisions more than sheer review volume could. 

Ultimately, it’s all about having those right reviews – reviews that build trust and give shoppers the confidence to click “add to cart.”

And while you want a majority of glowing five-star ratings, a few mixed opinions add a dose of realism. Shoppers trust a product with variety – it's real, relatable and adds authenticity. 

The real hero: review recency

But what's valued more over volume is recency. 85% of consumers look for how recent reviews are before they buy and over half think a product is unpopular if it has no recent reviews.

Imagine you’re comparing two products: one has 10,000 reviews, but they're all 2+ years ago. The other has 5,000 reviews, lots within the last year. Which one do you trust most?

Consumers want to see that the product they're buying is still loved.

So, what's our advice? Little and often is better than big and in one go. An "always-on" product sampling approach will keep reviews flowing consistently to stay relevant and keep your brand top-of-mind, over a one-off campaign generating thousands of reviews that age out.

The halo effect of reviews

Here's where it gets even better: a single review can multiply its impact. Posting a review across multiple sites creates what we call "the halo effect" – one opinion influencing hundreds, or even thousands, of other potential buyers. 61% of consumers check reviews on 2-3 sites before purchasing.

SoPost partners with review leaders like Bazaarvoice and PowerReviews, meaning your reviews aren't confined to one site but they're syndicated across networks of retailers. This ripple effect maximizes each sample's reach. Sample once, influence many times.

The secret ingredient: the SoPost Audience Network

Generating the right reviews means reaching the right audience at the right place. But with countless options out there, how can brands get the best review results? 

At SoPost, we understand the power of community-driven sampling. Our community campaigns see review response rates averaging over 35%, far above the industry average of 7-8%. 

The SoPost Audience Network takes this one step further. Our 800,000-strong community of verified members from our premium publisher partners are ready and excited to try and review your product.

We’ll tailor campaigns to your exact audience by demographics, preferences, and behaviors – all to drive maximum reviews and make each sample that much more powerful.

Making every review count

Here’s the TL;DR: 

• To capture meaningful reviews, brands must reach the right audience with the right approach. How? Community-driven sampling is a proven way to boost response rates and capture valuable insights at scale from a highly engaged, relevant and qualified audience. 

• Good reviews build trust, influence purchase decisions, and encourage loyalty. Brands benefit most from authentic, detailed reviews rather than just five-star ratings.

• How many reviews drive sales? In competitive, low-cost markets, high review volumes improve visibility and trust, while premium markets may see more impact from fewer but higher-quality reviews.

• But to make reviews truly effective for long-term sales, brands should prioritize a steady stream of feedback over sheer volume. Consumers value recency above all.

• Our advice? Consistent review generation through an always-on sampling approach – this will be much more impactful than infrequent, high-volume campaigns.

Want to master a product sampling strategy in 2025 that drives authentic engagement, influences long-term sales and builds lasting brand loyalty? Check out our online product sampling guide.