What is the review profile?

Your public review profile gives your customers an overview of all the shop reviews that your shop has collected with Trusted Shops. This makes the review profile an important source of information, especially for customers who are specifically thinking about making a purchase in your shop. In this way, the review profile plays a central role in the conversion of new customers.

Basically, there are two ways in which interested parties can access the review profile: On the one hand, customers who are already in your shop can call up the profile via the Trustbadge®. On the other hand, your review profile will of course also appear in the results lists of search engines such as Google when someone searches for reviews of your online shop.

How is the review profile structured?

The review profile offers your customers a variety of information that strengthens trust in your offer and provides support for interested customers as they make their purchase decision. In order to organise this information and provide visitors to the profile with a clear overview, the Review Profile is divided into up to four sections.

Take a look at the review profile of our demo shop here: To the Review Profile

The header


In the header, which can be found at the top of your review profile, the most important information about your shop is summarised. In addition to your logo and the name of your shop, customers can also find out how many ratings your shop has already collected and what overall rating it has achieved. If your shop also carries the Trustmark, the information "Certified" can also be found in the header. In addition, customers can visit your shop directly via the "Go to website" button.

The reviews

Below the header, the review profile is divided into two columns. The larger column on the left focuses on the collected ratings. First, all previous reviews are summarised in the review overview.


In this overview, the overall rating and the corresponding star ratings are displayed on the left-hand side. On the right-hand side, however, your customers will find the total number of all ratings as well as the number of ratings submitted in the past 12 months. In addition, it clearly shows how the reviews are distributed among the different ratings.

Below the rating overview, the individual reviews from your customers are listed. The reviews are sorted by relevance, which also strengthens the visibility of your review profile in search engines like Google, and improves the ranking. Sorting by relevance is based on objective criteria:

  • Review date: Current reviews are more meaningful than older ones and therefore more relevant.
  • Length of the commentary: Longer comments are usually more helpful than shorter ones. Therefore they have a higher relevance.
  • Deviations from the average mark: Reviews that deviate far from the average score are outliers. They do not adequately represent your online shop. Therefore the relevance of these reviews is lower.
  • Likes: Comments that many people rate as helpful have a higher relevance.


The decision as to whether a comment is helpful is made by the visitors to your review profile. By clicking on the hand with the raised thumb below the rating text, customers can mark a rating as helpful.


Based on these likes and the other relevance criteria mentioned above, it is decided which two ratings will be highlighted at the beginning of the review listing as the most relevant positive and most relevant critical review.

The fact that a critical review is also presented in this prominent position in the review profile does more than just increase the authenticity of your profile. Since many customers are particularly interested in the critical opinions, this presentation also increases the time spent in your review profile. This in turn has a very positive effect on the visibility of your profile in search engines.


In addition to the default sorting according to relevance, customers also have the option in the review profile to sort the reviews according to the latest review received (01_16x16.png). The most recent review is displayed first in this case. In addition, the displayed reviews can also be filtered according to the respective number of stars awarded (02_16x16.png). For example, it is possible to display only the four and five-star reviews, as shown in the screenshot above.

Information on the Trustmark and buyer protection

If your shop has been certified by Trusted Shops, there will be a box at the top of the right-hand column of your review profile.


This box clearly summarises the most important information about the Trustmark and buyer protection as well as the resulting advantages for your clientele. This further strengthens the trust in your shop.

If your shop is not yet certified and does not feature a Trustmark, this box will not be displayed in your review profile.

Information about your company

Information about your company is also presented in the right-hand column of your review profile.


On the one hand, this box contains important company data such as your contact details, your entry in the commercial register and your authorised representatives. This transparent and clear source of information is also intended to strengthen trust in your shop.

In addition, you have the option of selecting up to three categories for your shop and providing some details about your company with a short description text. We explain how to integrate this information into your review profile in the following section.

How can I customise the information in the review profile?

Of course, you have the option of customising some of the information about your company yourself. This applies to the category selection and description text already mentioned as well as the shop name and logo.

To change this information in your review profile, you must first log in to My Trusted Shops. Within the dashboard, move your cursor to the menu item "More" (01_16x16.png). This opens a drop-down menu. Click on "Profiles" (02_16x16.png).


Within the overview that now opens, you have various setting options for your review profile. Select up to three categories for your shop by clicking on "Add a category" (01_16x16.png). You can also upload your shop's logo by clicking on the "Upload" button (02_16x16.png).

Please note the specified image size of 120 pixels in width and 30 pixels in height. In addition, the logo must be uploaded in one of the three file formats PNG, JPG or GIF.

In the "Profile information" section, you also have the option of customising the following information:

  • the name of your shop (maximum 80 characters) (03_16x16.png)
  • a short summary (maximum 50 characters) (04_16x16.png)
  • a longer description text (maximum 1,500 characters) (05_16x16.png)

Finally, click on "Save" (06_16x16.png) to save your textual adjustments.


Can I reply to published reviews?

Even if you have all your processes under control and ship all orders on time, when you have a large volume of reviews it can occasionally happen that a customer perceives their individual shopping experience differently and gives your shop a negative rating. Of course, such ratings will also appear in your review profile.

You have the option of reacting to such reviews within the review profile and describing the case from your point of view. We explain how best to do this in the article What are the main features of the Review Inbox?.

In this article we will give you some advice on how to formulate a customer-friendly and convincing reply comment, even to less positive reviews: 4 tips on how to react to negative reviews

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