Build trust, credibility, and authority to convert more users.
Not only does this increase user engagement, but it allows users to focus on the reviews that are likely to help them the most. Most review plugins, like StarCat Reviews for WordPress, include this feature by default - but ask your web developer to add it if you use a different platform.
The most common way sites display reviews is chronological, which leaves it up to chance which review a user sees first. Your most recent review may not be your most positive or most helpful, which could influence sales.
Displaying the most helpful positive and negative reviews first assures users your reviews are genuine, helps build trust, and could potentially help them find what they’re looking for without sifting through hundreds of reviews.
For example, if 50% of the reviews are 5-star reviews, show users a list of 10 reviews, 5 of them with 5-star ratings and 5 with different star ratings. Having a wide range of star ratings influences sales more than the star rating itself. Despite the fact that doing this means more negative reviews are visible, displaying a wider range of star values actually increases conversions.
In other words, show the 1, 2, and 3-star ratings that reflect the product most positively first. This might not work for your specific business, but it’s worth experimenting to find out what works best for you.