As the ecommerce landscape continues to evolve, building trust with customers has become the cornerstone of sustainable growth. Today, we’re thrilled to sit down with Milena Traikovich, a Demand Gen expert with a wealth of experience in analytics, performance optimization, and lead generation. With her proven track record of helping businesses craft campaigns that nurture high-quality leads, Milena is here to share her insights on why verified reviews and user-generated content (UGC) are outpacing traditional ad spend as the key drivers of ecommerce success. In this conversation, we’ll explore the shift in customer expectations, the power of authentic voices, and actionable strategies for leveraging feedback to boost conversions and credibility.
Can you explain why trust has become more critical than ad spend for driving growth in ecommerce today?
Absolutely. Trust is the foundation of any purchase decision, especially online where customers can’t physically interact with a product. Over the years, shoppers have become more skeptical of polished marketing messages. They’re bombarded with ads daily, and they’ve learned to question brand promises. While ad spend can drive traffic, it’s trust that converts that traffic into sales. Without credibility, even the best-targeted ads fall flat because customers are looking for validation from real experiences, not just clever copy. Trust is what closes the gap between interest and action, and it’s becoming the true currency of ecommerce growth.
How have customer expectations shifted when it comes to trusting brands in the digital space?
Customers today expect transparency and authenticity. They’re not just buying a product; they’re buying into a brand’s story and values. With so much information at their fingertips, they do their homework—reading reviews, watching unboxing videos, and checking social media for real user feedback. They want proof that a brand delivers on its promises, and they’re less likely to take a company’s word for it. This shift means brands have to show, not just tell, their worth through genuine customer experiences. If you can’t provide that social proof, you risk losing potential buyers to competitors who do.
What makes verified reviews and user-generated content so powerful for ecommerce businesses?
Verified reviews and UGC are powerful because they come straight from the source—real customers. Unlike brand messaging, which can feel scripted, these are unfiltered opinions and experiences that resonate on a human level. They provide social proof that’s far more relatable and trustworthy. When a potential buyer sees a photo of someone using a product or reads a detailed review about how it solved a problem, it cuts through the skepticism. It’s like getting a recommendation from a friend. That kind of authenticity can influence decisions in a way that even the best ad campaign can’t match.
Can you share an example of how a single customer review or piece of UGC has significantly impacted a brand’s sales or reputation?
I’ve seen this firsthand with a small skincare brand I worked with. They had a loyal but limited customer base and were struggling to scale. One of their customers posted a before-and-after photo on social media, showing the results of using their product over a month. The post wasn’t even prompted by the brand—it was completely organic. It went viral within their niche community, driving thousands of new visitors to their site. Sales spiked by nearly 40% in a week, and the brand gained a flood of new followers. That single piece of UGC did more for their credibility and growth than months of paid ads ever could. It showed the power of a real story over a crafted message.
Why do you think so many customers are skeptical of brand promises in today’s market?
It comes down to overexposure. Customers are hit with countless ads every day, many of which overpromise and underdeliver. They’ve been burned by exaggerated claims or poor experiences, so they’ve become wary. Plus, they know brands are trying to sell them something, so there’s an inherent bias against self-promotion. That skepticism isn’t personal; it’s just a natural defense mechanism in a crowded, noisy market. They want evidence, not assurances, and that’s where hearing from other customers becomes so vital—it’s a perspective they can trust more than a marketing pitch.
How can ecommerce brands creatively use customer reviews as a sales tool beyond just posting them on their website?
There are so many ways to amplify reviews beyond a static page. Brands can integrate them into email campaigns by highlighting a glowing testimonial in a post-purchase follow-up or a cart abandonment email to nudge hesitant buyers. On social media, they can share customer stories or repost UGC like unboxing videos to build excitement. Another effective tactic is embedding reviews or star ratings directly on product pages near the “Add to Cart” button—right at the decision-making moment. I’ve also seen brands create dedicated landing pages for specific products featuring curated reviews and customer photos, which can be linked from ads to drive targeted traffic straight to social proof. These strategies make reviews an active part of the sales funnel, not just an afterthought.
With data showing that 93% of customers seek online reviews before buying, what does this tell us about modern shopping behavior?
It tells us that online shopping has become a research-heavy process. People aren’t making impulse buys as often; they’re cautious and want to feel confident in their choices. That 93% figure reflects a broader trend—customers are empowered by information and they’re using it to mitigate risk. They’re not just looking at price or features; they’re looking for validation from peers. This behavior shows how much trust matters in the digital space. If a brand doesn’t have visible reviews, it’s like walking into a store with no one else shopping there—it feels off, and people will likely turn away.
How can brands handle both positive and negative reviews to maintain trust and build loyalty?
Positive reviews are a goldmine—they can turn satisfied customers into advocates. Brands should engage with these reviews by thanking the customer publicly and even encouraging them to share their experience on social media. This not only amplifies the positive feedback but also shows appreciation. For negative reviews, the key is transparency and responsiveness. Don’t ignore them or get defensive. Instead, acknowledge the issue, apologize if necessary, and offer a solution. I’ve seen brands turn unhappy customers into loyal ones by handling criticism well—it shows they care. Both types of feedback are opportunities to build trust if handled with authenticity and a customer-first mindset.
What advice do you have for our readers who are looking to leverage customer feedback to grow their ecommerce business?
My biggest piece of advice is to treat customer feedback as a strategic asset, not just a nice-to-have. Actively collect reviews by making it easy for customers to share their thoughts—send post-purchase emails with a simple link to leave feedback. Showcase those reviews everywhere, from your homepage to product pages to marketing campaigns. Don’t shy away from UGC like photos or videos; they’re incredibly persuasive. And finally, listen to what your customers are saying. Use their feedback to improve your products or customer experience. When people see that you value their input, it builds a connection that drives repeat business and word-of-mouth growth. Start small if you need to, but start now—trust is something you build over time, and customer voices are the best way to do it.
