Product reviews are the best (and easiest) way to convert browsers into shoppers. Reviews work because they represent independent customer testimonials, positive product reviews lift sales and negative reviews dampen them. The challenge is getting the first review, an empty review section casts bad light on the product:
So what is a marketer to do?
One rather simple workaround is sending out an email to people who bought the item asking them for their feedback. This email should be sent few weeks after the purchase (so customers have enough time for evaluation). Those reviews could then be put online.