⭐ Why Customer Reviews Matter (and How to Get More of Them) |
If you run an online store, you already know reviews can make or break a sale. |
Shoppers trust other shoppers – sometimes more than your own marketing. So, how do you get more reviews (and make them count)? Let's dive in! |
What Exactly Does a Customer Review Look Like? |
Reviews are customer feedback in any form – written, photo, video or simple star ratings. They can show up on your website, social media, Google and even third-party review sites. |
Here's one from Madison Reed's website: |
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Think of reviews as digital word-of-mouth marketing. They help shoppers make decisions and give your business valuable insights into what's working (and what's not). |
Why Reviews Matter More Than Ever |
Collecting reviews isn't just about stacking up five-star ratings. Let's look at why you absolutely need reviews for a thriving eCommerce business. |
They build trust and credibility |
You can say your product is "the best," but shoppers want proof. Reviews show that real people love (or dislike) your product, making them a powerful form of social proof. |
In fact, nearly half of consumers trust reviews as much as a personal recommendation from a friend. If your business lacks reviews, potential customers might hesitate to buy. |
They drive more sales |
More reviews = more conversions. |
Studies show that adding reviews to product pages can increase revenue, and 81% of shoppers are more likely to buy after reading reviews. |
Even negative reviews play a role. A few mixed reviews can make your brand appear more authentic. Plus, they give you a chance to address issues and improve. |
They help you rank higher in search |
Search engines love fresh, relevant content, and customer reviews can boost your website's visibility. Reviews help you rank higher on Google and improve your chances of appearing in local search results. |
They provide actionable customer feedback |
Reviews aren't just for marketing. They're a goldmine of insights. Customers will tell you what they love, what they don't, and what they wish was different. |
Instead of guessing what your audience wants, use their feedback to refine your products and improve your customer experience. |
How to Get More Customer Reviews |
Now that we've established why reviews matter, let's talk about how to actually get them. |
1. Make it easy to leave reviews |
Customers won't go out of their way to leave a review, so make the process as seamless as possible. Here's what you can do: |
Enable reviews on your eCommerce site Add a review widget to product pages Use one-click review links in emails Offer multiple review formats (text, photos, videos)
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The easier you make it, the more reviews you'll get. |
COSRX, for example, lets buyers attach photos with their reviews. |
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2. Automate review requests |
Most customers won't leave a review unless you ask. The good news? You can easily automate this process. |
Set up a post-purchase email flow that asks for a review after the customer has had time to use the product (typically 7–14 days post-delivery). |
Here are some tips for your review request emails. |
Keep it short and friendly Personalize the email with their name and product Include a direct link to leave a review Offer an incentive (more on that below)
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We love this review request email from Buffy. It checks all the boxes – simple, visual, direct CTAs (not shown). Plus, there's a nice incentive at the bottom for those who need more convincing. |
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💡Pro Tip: Test different timings to find the sweet spot. Some products require longer trial periods (like skincare), while others can be reviewed right away (like food). |
3. Offer incentives (without breaking the rules) |
People love free stuff. A small incentive can encourage customers to leave a review. Just be careful with how you frame it. |
You can offer rewards for leaving a review, but you can't require a positive review in exchange. Some ethical and legally compliant incentives include: |
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Try offering tiered rewards to encourage more valuable reviews. For example: |
Leave a written review = 10% off Leave a photo review = 15% off Leave a video review = 20% off
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For example, Woolino offers a 10% discount to customers who add a photo to their review. |
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4. List your business on review sites |
If your business isn't listed on major review platforms, you're missing out on potential trust signals. Consider creating/claiming your profile on: |
Google Business Profile (if you have a physical location) Trustpilot Facebook Yelp Niche-specific platforms (e.g. Amazon, Etsy)
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Google reviews, in particular, can boost your search rankings and increase local visibility, especially if you have physical stores. |
5. Respond to every review (yes, even the bad ones) |
Engaging with your reviewers shows that you care. Whether a review is positive or negative, responding makes a huge difference. |
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Zappos, for instance, respond to nearly every review on Facebook – good or bad. They even personalize their reply instead of writing a generic 'thank you'. |
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Remember: Bad reviews aren't always bad for business! |
A mix of positive and negative reviews looks more authentic. Plus, handling criticism well can actually earn you more customers. |
OK, You've Got Reviews… Now What? |
Collecting reviews is just the first step. Here's how to make the most of them: |
⭐ Showcase them on your website: Feature your best reviews on product pages, the homepage, and even a dedicated testimonial page. |
📲 Use them in social media & ads: Turn glowing reviews into eye-catching social posts, stories, and ads. Customers trust user-generated content way more than branded messages. |
🎯 Leverage reviews for SEO: Search engines love fresh, keyword-rich content. Highlight reviews on your site and let customers do the SEO work for you. |
📧 Incorporate them into emails & SMS: Add real customer reviews to welcome emails, cart abandonment emails, and promotional campaigns. A positive review at the right moment can push hesitant buyers over the edge. |
Check out how One Trick Pony does it: |
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Final Thoughts: Let Your Customers Do the Talking |
Customer reviews aren't just nice to have – they're essential for your eCommerce business. They build trust, boost sales, improve SEO, and help you refine your products. |
The best part? Getting more reviews doesn't have to be hard. |
✅ Make it easy. Add review options to your website and emails. |
✅ Automate requests. Set up post-purchase emails to remind customers to leave a review.
✅ Offer incentives. Discounts, loyalty points, or small freebies can encourage participation. |
✅ Respond to reviews. Thank happy customers and address concerns from unhappy ones. |
At the end of the day, your customers are your best marketers. Their words carry more weight than any ad campaign, and their feedback helps shape your business for the better. |
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