As a frequent eCommerce shopper, I’ve got a mental checklist of things I want to see before I go hunting for the “Add to Cart” button. Some of them are no-brainers: Price. Benefits. Pictures. Then there are the more secondary (but still important) attributes, like shipping cost, product availability, and any applicable options to configure, such as color or size.

And then, of course, there are the reviews.

Over the past few years, I have become a review snob. If I’m poised to purchase a product from a website but there are no comments from other customers who have used it, I immediately enter hesitation mode. Usually, I’ll leave my cart, open up a Google window, and search for reviews of the item elsewhere. Sometimes, I end up finding the product on a competing website with a lower retail price, a free shipping offer, or some other incentive that causes me to abandon the first site. And I’m not alone—a recent study by Forrester found that a whopping 71% of web shoppers rely on product reviews as an influential factor in their buying decisions.