Product reviews vs. testimonials, both influence buying decisions, but they work in different ways. Consumers often encounter these two forms of feedback when researching purchases online. Reviews come from verified buyers who share honest opinions. Testimonials are curated statements that brands select to highlight positive experiences. Understanding the difference helps shoppers make smarter choices and helps businesses build credibility. This guide breaks down what separates product reviews from testimonials, which one consumers trust more, and how companies can use both to drive sales.
Key Takeaways
- Product reviews come from verified buyers on third-party platforms and include both positive and negative feedback, making them more trusted by consumers.
- Testimonials are curated positive statements that brands select and display on their own marketing materials.
- 93% of consumers say online reviews impact their purchasing decisions, with mixed ratings appearing more credible than perfect scores.
- Products with only 5-star reviews can seem suspicious—shoppers prefer a realistic distribution that includes some criticism.
- The most effective strategy combines product reviews for broad social proof with testimonials that address specific buyer concerns.
- Keep reviews fresh and respond professionally to negative feedback to build trust and credibility with potential customers.
What Are Product Reviews?
Product reviews are customer-written evaluations posted on third-party platforms, e-commerce sites, or brand websites. These reviews reflect genuine experiences from people who purchased and used a product.
A typical product review includes:
- A star rating (usually 1 to 5 stars)
- Written feedback about pros and cons
- Details about specific features or use cases
- Photos or videos from the buyer
Reviews appear on platforms like Amazon, Google, Yelp, and dedicated review sites. The key characteristic? They’re unfiltered. Brands don’t control which product reviews get published. A customer might leave a glowing five-star review or a scathing one-star complaint.
This lack of control makes product reviews valuable. According to research, 93% of consumers say online reviews impact their purchasing decisions. People trust reviews because they represent unedited opinions from real users.
Reviews also tend to be detailed. A customer reviewing a laptop might discuss battery life, keyboard feel, screen quality, and customer service experiences. This depth gives potential buyers practical information they can’t find in marketing copy.
What Are Testimonials?
Testimonials are positive statements that businesses collect from satisfied customers and display on their own marketing materials. Unlike product reviews, testimonials go through a selection process.
Companies request testimonials from happy customers. They might ask via email, during a follow-up call, or after a successful project. The business then chooses which testimonials to feature on their website, ads, or sales pages.
Testimonials typically include:
- A positive quote about the product or service
- The customer’s name and sometimes their photo
- Company name or job title for B2B testimonials
- Occasionally, video testimonials for added impact
The main difference from product reviews is curation. A brand will never display a testimonial that says, “This product was okay, but shipping took forever.” They select the best feedback and present it prominently.
Testimonials work well for services and high-ticket items where personal endorsements carry weight. A software company might showcase testimonials from well-known clients. A fitness trainer might display before-and-after success stories.
While testimonials are inherently positive, they still hold value. They show potential customers that real people achieved results with the product or service.
Key Differences Between Reviews and Testimonials
Product reviews vs. testimonials share a common goal, building trust, but they differ in several important ways.
Source and Control
Product reviews come from customers voluntarily sharing opinions on public platforms. The brand has no control over content. Testimonials are requested by the brand and displayed selectively on owned channels.
Authenticity Perception
Reviews feel more authentic because they include negative feedback. When shoppers see a mix of 5-star and 3-star product reviews, they trust the overall rating more. Testimonials, being exclusively positive, can seem one-sided.
Platform Location
Reviews live on third-party sites like Google Reviews, Trustpilot, or retail platforms. Testimonials appear on company websites, landing pages, and marketing materials.
Detail and Format
Product reviews often include specific details, star ratings, and user-uploaded media. Testimonials are typically short quotes formatted for marketing purposes.
Verification
Most review platforms verify that the reviewer made a purchase. Testimonials rarely include verification, though video testimonials add credibility.
Here’s a quick comparison:
| Aspect | Product Reviews | Testimonials |
|---|---|---|
| Control | Customer-controlled | Brand-controlled |
| Tone | Mixed (positive and negative) | Positive only |
| Location | Third-party platforms | Company website |
| Verification | Often verified purchases | Rarely verified |
| Format | Ratings + detailed text | Short quotes |
Which Is More Trustworthy for Consumers?
Most consumers trust product reviews more than testimonials. The reason is simple: reviews include criticism.
When someone reads product reviews on Amazon or Google, they see the full picture. They learn about shipping delays, defective units, and customer service problems alongside praise. This transparency builds trust.
Studies show that products with only 5-star reviews actually seem suspicious. Consumers look for a realistic distribution of ratings. A product with 4.3 stars and thousands of reviews appears more credible than one with 5.0 stars and twenty reviews.
Testimonials lack this balance. Shoppers know that companies cherry-pick their best feedback. A testimonial saying “This changed my life.” might be genuine, but without context, it’s hard to evaluate.
That said, testimonials aren’t worthless. They work especially well when:
- They come from recognizable figures or companies
- They include specific results (“Increased sales by 47%”)
- They feature video content that’s harder to fake
- They address specific concerns potential buyers have
The most effective approach combines both. Product reviews provide broad social proof, while testimonials offer focused endorsements that address specific buyer concerns.
How to Use Both Effectively
Smart businesses don’t choose between product reviews and testimonials. They use both strategically.
Encourage Product Reviews
Ask customers to leave reviews after purchase. Send follow-up emails with direct links to review platforms. Make the process easy. More product reviews mean better visibility on platforms like Google and Amazon.
Don’t fear negative reviews. Responding professionally to criticism shows potential customers that the brand cares. A thoughtful response to a 2-star review can actually build trust.
Collect Strategic Testimonials
Request testimonials from customers who achieved measurable results. Ask specific questions: “What problem did our product solve?” or “What results have you seen?” Specific answers make stronger testimonials than vague praise.
Video testimonials perform especially well. They’re harder to fake and create emotional connections. Even a simple smartphone recording from a happy customer can outperform polished marketing copy.
Display Both Prominently
Embed product reviews from third-party platforms on the website. This shows transparency. Feature testimonials on landing pages where they can address specific buyer objections.
For e-commerce, display star ratings and review counts on product pages. For services, lead with testimonials that highlight results similar to what prospects want.
Keep Reviews Fresh
Recent reviews matter more than old ones. A product with reviews from 2023 looks stale in 2025. Encourage ongoing feedback to maintain fresh social proof.
