Show imperfect ratings, not curated five stars

When to use it

When a product page shows only 5.0-star reviews and its conversion rate is below the site average.

How to run it

Show the true average, like 4.4, with the full rating distribution and a few critical reviews visible.

Why it works

Make it safe to believe you

A visible flaw makes the rest of the reviews believable. Spiegel Research Center found purchase likelihood peaks at ratings of 4.0-4.7 and falls as ratings approach a too-good 5.0.

Source: Spiegel Research Center (Northwestern)