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Turn your product reviews into retargeting ads with Shoelace

How incredible does it feel when a happy customer writes a positive review for a product they just bought from your store? Not only do they make you feel good, but these positive reviews also act as powerful social proof that persuade other people to buy from your store. Studies show that seeking out online reviews has become a key part of the buying process for consumers today.

  • 70% of customers consult reviews or ratings before making a final purchase. (PeopleClaim)
  • 67% of consumers read 6 reviews or less before they feel they can trust a business enough to make a purchase. (MarketingProfs)
  • As many as 79% of consumers trust product reviews as much as a personal recommendation.

Most e-commerce merchants recognize the value of product reviews and consider it an important part of their marketing strategy. But what if there was a way you could do even more with your reviews?

Introducing Product Review Ads for Retargeting

We are very excited to announce Product Review Ads: a new offering from Shoelace that turns your product reviews into retargeting ads designed to convert more visitors into shoppers.

With Product Review Ads, after a visitor leaves your site without making a purchase, they will see a carousel of positive reviews for the products they were looking at, as well as other trending items from your store.

rock climbing shoes ad

Example Product Reviews Ad running for Rock + Run

These positive reviews show prospective buyers that other customers are happy with your products. In the same way that positive reviews are a powerful addition to your product pages, they can be very valuable in your advertising as well. In particular, for retargeting where you’re targeting an audience that has already expressed interest in your brand but wasn’t quite ready to pull the trigger on a purchase yet. Sometimes, learning that other customers are satisfied with their purchase is just what it takes to win a prospect over!

If you are familiar with Shoelace, you know that our retargeting strategy is rooted in the concept of Journeys (learn more Journeys here). Journeys are a sequence of ad experiences that a visitor will go through after leaving your store.

How do Product Review Ads fit into the Journey experience?

Here is an example of a Journey retargeting campaign we’ve got running for MantraBand, where the first ad sequence is a Product Reviews Ad:

Multistage Journey with a Product Review Ad

The Product Reviews Ad is only one of several other ad experience the visitor will go through after leaving MantraBand’s store. This is valuable, because as consumers we have very limited attention spans these days. We can all relate to being bombarded with an overload of content as we browse online. One of the consequences of this is how quickly we can spot repetitive content and visually block it out without giving it much though.

This also keeps us yearning for fresh and engaging posts as we scroll through our feeds. So If the same retargeting ad shows up in their feed too many times, we will quickly ignore it — this is also known as Ad Fatigue.

Shoelace Journeys help combat Ad Fatigue by keeping visitors engaged through a sequence of different ad experiences designed to get noticed. Product Review Ads are an incredible additional to our arsenal of ad sequences for Journeys and we can’t wait for you to try it out!

Integrates with Product Review apps

Product Review Ads work by connecting Shoelace with any one of the following product review apps:

  • Yotpo
  • Conversio

Is your review app not on this list? Get in touch (reza [at] shoelace [dot] com) to let us know which provider you’d like us to build an integration with!

Effortless, As Usual

As with everything else Shoelace, implementing Product Review Ads are completely effortless. All you need to do is integrate your favorite product review app and Shoelace takes over from there. Shortly afterwards, you’ll receive a notification with a preview for a Product Review Ad to be added to your retargeting Journey sequence.

And early results are looking good!

We have tested Product Review Ads in beta with a handful of merchants, and over a 7 day period, Rock + Run’s campaign spent $120.47 and made a return of $2,705.18. 


We couldn’t be happier about opening this up to everyone today and we look forward to helping you take your retargeting campaigns to the next level with Product Review Ads!

Happy retargeting!

-Reza Khadjavi
CEO at Shoelace

If you want an intelligent retargeting expert to take care of all your retargeting for $79/month, consider trying Shoelace today!