How to Make a Review Page on Shopify

Introduction

Customer reviews are one of the most powerful levers an e-commerce brand can pull. They build trust, boost conversion, and add SEO-rich content that helps products rank for long-tail searches. But adding star widgets to product pages is only part of the story. A dedicated review page becomes a centralized hub for social proof, a discovery destination for shoppers, and a content asset for search engines.

Short answer: You can make a review page on Shopify by creating a dedicated page template, embedding a reviews listing and review form (either via your reviews tool or custom Liquid and JSON‑LD), and optimizing that page for discoverability and conversion. We’ll walk through planning, setup, design, collection workflows, moderation, SEO, measurement, and common pitfalls so you can build a review page that drives repeat purchases and lifetime value.

In this post we’ll cover:

• What a review page should achieve and who it serves.
• The practical options for adding reviews to Shopify: theme-based setup and platform-driven embeds.
• Step-by-step instructions to create a dedicated review page (including Liquid snippets and structured data).
• How to collect more useful reviews with automated workflows and incentives.
• Design, layout, moderation, and SEO best practices.
• Metrics to track and common problems with fixes.

Our main message: a well-built review page is a retention asset. When reviews are centralized and connected to loyalty, referral, and UGC workflows, they become a long-term growth driver. We build with that purpose in mind—turning retention into a growth engine—and we help merchants consolidate functionality into a single retention suite to reduce overhead and get better results.

Why Build a Dedicated Review Page

The strategic value of a reviews hub

A dedicated review page is more than an aggregation of testimonials. It serves multiple strategic functions:

• Acts as a discovery page for shoppers who want to compare products by feedback.
• Serves as a landing page for ads, search, and social links targeting "best" or "reviews" queries.
• Centralizes moderation, FAQs, and responses to quickly address concerns.
• Becomes a content-rich page that can rank for product + review keywords and support richer SERP features through structured data.

How a review page supports retention and LTV

Reviews increase conversion on first purchase, but they also influence retention. New customers who find honest reviews are more likely to become returning customers when expectations match reality. A review page that’s integrated with loyalty and referral mechanics turns feedback into repeat purchases and advocacy.

• Use review-based incentives to get more post-purchase reviews.
• Surface reviews in loyalty communications to guide repurchase.
• Link reviews to product collections to create review-driven merchandising.

Why consolidate onto one platform

Many merchants suffer from functionality sprawl—using 5–7 separate tools for reviews, loyalty, referrals, wishlists, and social UGC. Consolidating into a unified retention suite reduces integration friction and unlocks synergistic workflows. When your reviews system is part of a single retention ecosystem, you can reward reviewers automatically, surface UGC in product pages and collections, and measure the combined impact on retention.

• We are merchant-first and build to be a long-term growth partner.
• We support consolidation so you get more growth with less stack.

What a Great Review Page Should Containt and Why

Core elements of an effective review page

A strong review page balances utility, trust, and conversion. Include these core elements:

• A clear header with aggregated rating and total number of reviews.
• Filters and search so shoppers can find product-specific feedback or relevant keywords (e.g., "size", "delivery", "material").
• Review cards that include star rating, review text, reviewer name/date, and optionally images or videos.
• An easy-to-use review submission form prominently placed.
• A short FAQ or moderation note explaining how reviews are verified and published.
• Structured data (AggregateRating + Review) for SEO and rich snippets.
• Calls-to-action to product pages and related collections.

Optional enhancements that boost conversion

• Visual UGC gallery to showcase photos and videos from reviewers.
• Verified-buyer badge to increase trust.
• Sorting options: most helpful, most recent, highest/lowest rating.
• Cross-links to loyalty rewards for leaving reviews or to referral programs for sharing them.
• A highlights or "most helpful reviews" section near the top to surface the most persuasive feedback.

Planning Your Review Page: Goals, Audience, and KPIs

Define specific goals

Before building, define what success looks like:

• Increase review volume by X% within 3 months.
• Improve on-page conversion for visitors coming from review queries.
• Increase average order value by surfacing well-reviewed complementary products.
• Reduce churn by ensuring negative feedback informs product fixes.

Choose KPIs to measure impact

Track metrics that map to those goals:

• Number of reviews published per week.
• Percentage of purchases that include a review.
• Conversion rate for visitors who view the review page.
• Organic traffic to the review page from review-related queries.
• Average rating and distribution.
• UGC engagement: number of images/videos submitted.

Decide on the workflow model

Consider how reviews will be collected and moderated:

• Automated post-purchase requests versus manual outreach.
• Incentivized reviews via loyalty points or discounts.
• Open public submissions vs. invite-only verification.
• Pre-moderation or post-publication moderation.

When you connect reviews to loyalty mechanics, you can increase participation without creating fake or biased feedback—reward motivated customers fairly for sharing honest experiences.

Choosing the Right Implementation Approach

There are two practical routes to build a review page on Shopify:

• Theme-first approach: Use the theme editor and Liquid templates to create a custom page that pulls reviews from a reviews solution you already use.
• Platform-first approach: Use a retention suite that provides embeddable widgets and APIs for listing and capturing reviews, plus UGC and incentivization—this reduces integrations and centralizes data.

Both approaches can work well. The right choice depends on your technical comfort, need for deep customization, and desire to consolidate tools.

Pros and cons — Theme-based approach

Pros:

• Full control over markup and layout.
• No external embed limits if you host review data yourself.
• Ideal for merchants with strong theme customization skills.

Cons:

• Requires developer time to build and maintain.
• Harder to add features like photo moderation, automations, or loyalty-triggered rewards without additional systems.

Pros and cons — Retention suite approach

Pros:

• Quick setup with widgets and prebuilt components.
• Integrated reviews, loyalty, referrals, and UGC in a single platform.
• Built-in automation for review requests and moderation.
• Better value for money by replacing multiple single-purpose solutions.

Cons:

• May require small theme adjustments to fit branding.
• Some advanced custom layouts still need custom CSS.

We recommend a retention suite if you want “more growth, less stack.” It centralizes your retention workflows and reduces the integration maintenance burden, letting you focus on conversion and LTV.

Step-By-Step: How To Make A Review Page On Shopify

Preparation and prerequisites

Before you begin, gather:

• A reviews solution configured for your store (either the native Shopify reviews schema or your chosen retention suite).
• Admin access to your Shopify store with theme editing privileges.
• A plan for review collection and moderation.
• Visual assets and copy for the review page (header, intro paragraph, moderation policy).

We’ll outline both a theme-driven and a suite-driven approach.

Theme-driven approach: create a dedicated review page template

Create an alternate page template in Shopify

You can create an alternate template that avoids syncing content with other pages (the common “text syncing” issue). This prevents About Us content from mirroring the reviews page.

• In your Shopify admin, open Online Store > Themes, then click the Actions menu next to your live theme and choose Edit code.
• Under Templates, click Add a new template. Choose page and give it a distinct name like page.reviews.
• This creates Templates/page.reviews.liquid (or JSON template) and a corresponding section file if needed.

Using an alternate template isolates the review page content from other pages and lets you customize layout without affecting the rest of the store.

Build the review page layout

Within your new template, create a structured layout with these areas:

• Hero with aggregate rating and CTA to submit a review.
• Filter bar for product/keyword filtering.
• Reviews listing container (paginated or infinite scroll).
• Review submission form embed.
• UGC gallery (optional).
• FAQ and moderation policy.

Below is a simplified Liquid snippet showing how you might include a reviews listing element that references a reviews collection. Replace placeholders with your implementation details.

{%- comment -%} page.reviews.liquid - sample structure {%- endcomment -%}
{% layout 'theme' %}
<section class="reviews-hero">
  <div class="container">
    <h1>Customer Reviews</h1>
    <div class="aggregate-rating">
      <!-- Insert AggregateRating markup or include from reviews platform -->
      {{ 'aggregate-rating' | render }}
      <p>{{ reviews_count }} reviews · Average {{ average_rating }}/5</p>
    </div>
    <a href="#submit-review" class="btn">Leave A Review</a>
  </div>
</section>

<section class="reviews-filters">
  <div class="container">
    <!-- Filter controls: product dropdown, search, rating filter -->
    {% include 'reviews-filters' %}
  </div>
</section>

<section id="reviews-list" class="reviews-list container">
  <!-- Loop through reviews retrieved from your service -->
  {% for review in reviews %}
    <article class="review-card">
      <div class="stars">{{ review.stars }}</div>
      <h3 class="review-title">{{ review.title }}</h3>
      <p class="review-body">{{ review.body }}</p>
      {% if review.photos %}
        <div class="ugc-gallery">
          {% for photo in review.photos %}
            <img src="{{ photo.url }}" alt="Customer photo">
          {% endfor %}
        </div>
      {% endif %}
      <div class="meta">By {{ review.author }} · {{ review.date }}</div>
    </article>
  {% endfor %}
  {% paginate reviews by 10 %}
    {{ paginate | default_pagination }}
  {% endpaginate %}
</section>

<section id="submit-review" class="submit-review container">
  <h2>Share Your Experience</h2>
  <!-- Embed your review form snippet or include the form partial -->
  {{ 'review-form' | render }}
</section>

Note: You will need a backend to fetch reviews or connect to your reviews platform API. If your reviews platform provides a Liquid snippet or JavaScript widget, include that where appropriate.

Add structured data (JSON-LD) for SEO

Implementing schema.org structured data helps search engines understand your reviews and may enable rich snippets. Use AggregateRating and individual Review objects.

Here’s a template for JSON-LD you can dynamically populate:

<script type="application/ld+json">
{
  "@context": "https://schema.org",
  "@type": "CollectionPage",
  "name": "Customer Reviews",
  "mainEntity": {
    "@type": "AggregateRating",
    "ratingValue": "{{ average_rating }}",
    "reviewCount": "{{ reviews_count }}"
  },
  "review": [
    {% for review in reviews %}
    {
      "@type": "Review",
      "author": "{{ review.author }}",
      "datePublished": "{{ review.date }}",
      "reviewBody": "{{ review.body | escape }}",
      "name": "{{ review.title | escape }}",
      "reviewRating": {
        "@type": "Rating",
        "ratingValue": "{{ review.stars }}"
      }
    }{% unless forloop.last %},{% endunless %}
    {% endfor %}
  ]
}
</script>

Ensure the JSON-LD accurately reflects your content. Avoid inflating review counts or ratings.

Link the template to a page

• In Shopify admin, go to Online Store > Pages > Add page.
• Name it “Reviews” and under Template suffix choose the template you created (e.g., page.reviews).
• Save and view the page.

Suite-driven approach: build with a retention platform embed

If you use a retention suite, you’ll typically have embeddable widgets, Liquid snippets, or API endpoints to list reviews, render forms, and display UGC. The process is simplified:

• Create a page (Online Store > Pages) and assign a simple page template or a dedicated page.reviews template.
• Paste the reviews listing widget code or include the provided snippet in the template.
• Add the review submission widget where desired.
• Use platform settings to control filters, sorting, moderation, and incentives.

This approach reduces development overhead and gives you integrated automations like reward issuance for review submissions, image moderation, and cross-promotion in loyalty emails.

We integrate reviews, UGC, and loyalty so merchants can both display convincing social proof and reward customers for contributing it. Learn how this integrated Reviews & UGC solution is designed to capture and present verified feedback effectively (collect social proof with our Reviews & UGC solution).

Collecting Reviews: Best Practices and Automation

When to ask for reviews

Timing matters. Optimal moments include:

• A few days after delivery (give customers time to try the product).
• After customer support interactions that resolved an issue positively.
• After a repeat purchase or subscription renewal.

Automate review requests using email and SMS workflows to scale collection without manual outreach.

Make it easy for customers to leave reviews

Reduce friction:

• Keep the review form short (rating, headline, comment, optional photos).
• Allow photo and video uploads.
• Offer multiple submission channels: email link, on-site form, mobile SMS link.
• Save progress for longer UGC submissions.

Incentivize without bias

Incentives can boost participation, but avoid influencing sentiment. Reward honesty:

• Offer loyalty points redeemable storewide for leaving a review, regardless of rating.
• Enter reviewers into a monthly draw (legal check required for sweepstakes).
• Provide small, guaranteed perks like a discount for future purchase after review publication.

If you reward reviews, make the incentive policy visible and fair. Using a unified loyalty and reviews workflow lets you automate reward issuance after a review is moderated and published (reward customers for reviews with loyalty incentives).

Verification and moderation

To maintain trust:

• Flag reviews from verified buyers.
• Use moderation flows that let you pre-approve or auto-publish based on rules.
• Allow customers to edit their review post-publication.
• Keep a public moderation policy to show transparency.

Display & Design Best Practices

Layout and visual hierarchy

Design for skimmability:

• Place aggregate rating and review count near the top.
• Show top-rated pros and common criticisms in a summary.
• Keep the review submission CTA visible as shoppers scroll.
• Use visual UGC (photos/videos) liberally—images increase trust more than text alone.

Review card anatomy

Each review card should include:

• Star rating and numeric score.
• Headline and body text with readable line length.
• Reviewer name and date.
• Optional product variant (size/color) for context.
• UGC thumbnails when available.
• Verified-buyer badge where applicable.

Mobile considerations

• Ensure images load lazily.
• Use collapsible review content to conserve vertical space.
• Keep filters accessible in a sticky header or slide-over panel.

Accessibility

• Provide alt text for reviewer images.
• Ensure star ratings are readable by screen readers.
• Make filters and forms keyboard-accessible.

SEO for Your Review Page

Optimize for review-specific keywords

Target phrases your shoppers are searching for:

• [product name] reviews
• [product category] best reviews
• [brand] customer feedback Design landing content (intro paragraph, H1/H2) to include natural occurrences of these phrases. Avoid keyword stuffing.

Structured data and rich snippets

As covered earlier, implement AggregateRating and Review schema. For product pages, ensure individual product pages include AggregateRating that reflects product-level reviews. For your central review page, use CollectionPage schema with a mainEntity that summarizes aggregate score and a list of Review objects.

Search engines will typically only show review snippets for high-quality, accurate markup. Keep the schema synchronized with on-page content.

Canonicalization and duplicate content

If you display the same reviews on product pages and on the review hub, use canonical links wisely. Product pages should have canonical tags pointing to themselves. The review hub can aggregate excerpts but link each review to the canonical product page to avoid dilution.

Indexing and crawl budget

Large numbers of paginated reviews can create indexing challenges. Use rel="next" / rel="prev" where applicable, and consider only indexing the main review landing and substantial pages. Implement pagination with clear internal linking and a sitemap that prioritizes the most important pages.

Integrations and Workflows That Amplify Impact

Connect reviews to loyalty and referrals

When reviews are part of an integrated ecosystem, they can trigger retention loops:

• Award loyalty points after a review is published.
• Grant a referral reward to customers who share their review with a social link that results in a purchase.
• Feature top reviewers in a brand community program or early-access cohorts.

This tight integration multiplies impact: more reviews, more social shares, and better long-term retention.

Use reviews in your merchandising and email marketing

• Showcase high-rated products in a “Top Reviewed” collection.
• Include customer quotes in abandoned cart emails to reduce hesitation.
• Use review snippets in product recommendations and cross-sell modules.

Leverage UGC across channels

Photos and videos from reviews should be reusable:

• Feature in product galleries.
• Include in paid social and organic posts with reviewer consent.
• Insert into on-site banners for seasonal promotions.

When reviews and UGC live in the same platform as loyalty and referrals, you avoid repetitive imports and manual handling—saving time and ensuring compliance.

Common Problems and Fixes

Problem: Edits on the review page update content on other pages

Cause: Multiple pages share the same template or content block. Fix: Create an alternate page template and separate section files for the reviews page. Assign the alternate template to the dedicated page so content edits are isolated.

Problem: Reviews aren’t appearing in rich snippets

Possible reasons:

• Incorrect or missing structured data.
• Mismatch between visible content and JSON-LD.
• Recent changes haven’t been re-crawled yet.

Fix:

• Validate your structured data with online testing tools.
• Ensure JSON-LD fields are populated dynamically and match visible text.
• Patience: reindexing can take time; use Search Console to request reindexing if needed.

Problem: Low review submission rates

Fix:

• Add automated, well-timed review requests via email/SMS.
• Offer loyalty points or other neutral incentives.
• Simplify the submission flow and enable photo uploads.
• Send reminders with one-click submission links.

Problem: Fake or biased reviews

Fix:

• Use verification badges for purchasers.
• Moderate and require order IDs for review submissions.
• Avoid financial incentives that could bias reviews; reward honesty instead.

Problem: UGC moderation overload

Fix:

• Use automatic filters for profanity and prohibited content.
• Prioritize manual moderation for images flagged by customers.
• Batch moderate with clear guidelines and use platform features to queue content.

Measurement and Iteration

What to track weekly and monthly

Weekly:

• New reviews published.
• Reviews submitted via each channel (email, SMS, on-site).
• Top-rated and lowest-rated products by review frequency.

Monthly:

• Conversion lift for visitors who view the review page versus those who don’t.
• Organic traffic growth to the review page.
• Average rating trends and distribution.
• Loyalty engagement tied to review incentives.

How to run experiments

• A/B test different review CTA placements (top of page vs. sticky).
• Test reward types (points vs. fixed discount) to see which increases honest participation.
• Experiment with showing or hiding low-rated reviews on the listing to gauge impact on conversion and returns.

Iterate based on data and continuously align your strategy to retention goals.

Governance, Legal, and Trust Considerations

Transparency requirements

• Disclose if reviewers received incentives.
• Avoid suppressing negative reviews; mark disputed or removed reviews clearly.
• Ensure privacy compliance when displaying user-generated content.

Handling negative reviews constructively

• Respond promptly and publicly when appropriate.
• Use negative feedback to inform product or fulfillment improvements.
• Where possible, offer to resolve issues offline and encourage an updated review after the issue is addressed.

Consent and rights for UGC

• Obtain explicit permission to reuse photos, videos, and quotes in marketing.
• Provide an easy opt-out for users who want their content removed.
• Keep records of consent linked to reviewer profiles.

Implementation Checklist (Developer & Merchant Friendly)

• Create an alternate page template for reviews to avoid content syncing issues.
• Decide whether to use theme-based Liquid or a retention suite widget.
• Implement review listing, filters, and submission form placement.
• Add AggregateRating and Review JSON-LD that reflect on-page content.
• Set up automated review collection emails/SMS and timing rules.
• Configure moderation flow and verified-buyer flags.
• Link review incentives to loyalty mechanics (points or rewards).
• Build UGC gallery with moderation and consent capture.
• Optimize mobile experience and accessibility.
• Create analytics dashboards for review KPIs.

Examples of Effective Use (Actionable Ideas)

• Drive a paid campaign to the review page for prospects searching “best [product type] reviews” to capture high-intent traffic.
• Create a “Top Reviewed” collection and feature it in your navigation; use review volume and average rating to qualify products.
• Reward reviewers with loyalty points that can be used for future purchases, linking the value of reviews directly to LTV.
• Pull high-quality review images into product galleries and marketing emails to increase credibility.

See customer stories for inspiration on how other merchants leverage reviews and UGC to grow retention and conversions (see customer examples and inspiration).

Final Tips Before You Launch

• Pilot the review page with a soft launch and invite your highest-value customers to submit feedback first.
• Use internal QA to validate structured data and mobile responsiveness.
• Prepare canned responses and escalation procedures for negative feedback.
• Plan to iterate: initial layout is rarely perfect—track and refine.

Conclusion

A thoughtfully built review page on Shopify is a powerful growth asset. It centralizes social proof, boosts conversion, supports SEO, and—when connected to loyalty and referral mechanics—becomes a long-term retention engine. By creating an isolated page template, embedding verified reviews and submission forms, using structured data, and automating collection and rewards, you create a compelling destination that helps shoppers decide and encourages repeat purchases.

If you want to consolidate reviews, UGC, loyalty, and referrals into one retention suite for better value for money and fewer integrations, compare plans and pricing to find the option that best fits your growth plan (compare plans and pricing). You can also install our retention suite from the Shopify App Store to get up and running quickly (install our retention suite from the Shopify App Store).

Start your 14‑day free trial to see how a unified retention solution can turn reviews into recurring growth. (compare plans and pricing)

Frequently Asked Questions

How do I create a separate reviews page without changing other pages?

Create an alternate page template in your theme and assign it to a new “Reviews” page. This isolates content so edits won’t sync with other pages. Use a unique section file for the reviews page and embed your review listing and submission form there.

Can I display the same reviews on both product pages and a central review hub?

Yes. You can show excerpts on the hub and link each review to the canonical product page. Be mindful of duplicate content and implement proper canonical tags and structured data to help search engines determine the primary source.

How can I increase the number of photo reviews?

Make photo uploads easy, request reviews at the right time post-delivery, and offer neutral incentives such as loyalty points redeemable for anything (not tied to positive ratings). Promote a few simple guidelines for photo submissions to reduce friction.

Will structured data guarantee rich snippets in search results?

No. Structured data is necessary but not sufficient. Search engines decide whether to show rich snippets. Ensure your JSON-LD matches visible content, avoid manipulative practices, and focus on accurate, high-quality markup to improve your chances.

We’re trusted by 15,000+ brands and have a 4.8-star rating on Shopify because we help merchants get more growth with less stack. If you’d like a walkthrough tailored to your store, you can request a personalized walkthrough through a demo (book a demo) or install our retention suite from the Shopify App Store (install our retention suite from the Shopify App Store).