Show stars for only products that received a rating (yellow stars) and hide the empty [grey] stars.
Only four and five star ratings effectively help influence sales.
Comparison with Very.co.uk :
Page: Women > All
Four or Five stars: 89 (only 4%)
Five stars: 66 (only 3%)
Four or Five stars: 238 (40%)
Five stars: 137 (23%)
Everything else being equal, users are more likely to judge a product positively on Very.co.uk than on Matalan.co.uk.
Ratings have a positive influence for only 4% of products. For 96% of products, low ratings and a lack of ratings are probably discouraging some visitors to purchase, or at best not having any positive impact at all. Therefore, it's better not to bring attention to the overall lack of ratings on the website and only show ratings for starred products (yellow stars).
The lack of ratings also signals to customers that the products are not popular enough or the website doesn't have a large audience.