Everywhere you go, you see reviews—on product pages, app stores, Google listings, TikTok comments, Reddit threads, and everywhere in between.
Whether it’s a physical or digital product, a subscription, a local service, or a B2B tool—if it’s worth talking about (in good or bad ways), it has reviews.
Some of this feedback lives in blog comments and forums, but the lion’s share shows up on marketplaces, app stores, and large ecommerce sites where the purchase happens.
Why does this matter? Because people care about reviews—and they use them to decide what to buy.
Research consistently shows that shoppers check reviews on major marketplaces like Amazon before buying—often comparing ratings, reading recent comments, and scanning photos from real customers.
In the past, you might have asked a few friends for opinions. Today, shoppers crowdsource trust from online reviews, especially the most recent ones and those with photos or videos.
Reviews aren’t just feel-good social proof—they shape decisions and can make or break conversions.
While no single study fits every business perfectly, mountains of data and real-world tests show that strong, authentic reviews usually lift conversions, reduce returns, and increase buyer confidence.
Customer reviews aren’t vanity metrics—there’s a direct correlation between visible reviews and purchase behavior. Make them easy to find and easy to filter.
Most consumers read online reviews before making a purchase, and recent, detailed reviews tend to have outsized impact—especially when they include specifics, pros/cons, and real-world context.
You might notice a small plateau after the first wave of reviews, but social proof compounds over time. As volume and quality improve, conversion rates usually climb again.
And you don’t need to be a massive ecommerce brand to add reviews to your Shopify, WooCommerce, or custom storefront—plenty of lightweight review widgets and native features make it simple.
These can be massive conversion lifts that translate into tens or hundreds of thousands of dollars per year as traffic grows.
Why people trust reviews:
- They reflect real-world use and outcomes, not just marketing claims.
- They feel more impartial than your sales copy, especially with balanced pros/cons.
- They de-risk the purchase by showing what to expect post-purchase (fit, setup, support, durability).
Getting reviews is hard: if you’ve sold online, you already know most customers won’t write reviews on their own. A thoughtful review takes 5–15 minutes, and there’s little immediate payoff for the reviewer.
Most reviews happen for one of three reasons:
- They hate the product and want to warn others.
- They love the product and want to cheer you on.
- They’re in the middle but want to clarify trade-offs for future buyers (paying it forward).
The first two are self-explanatory. Your goal is to maximize the second and third groups and minimize the first.
You can’t eliminate every negative review, but you can prevent many by pairing a great product with fast, empathetic customer support and easy returns.
How do you do that? Build a product people love, set clear expectations, and resolve issues quickly. That’s the foundation for sustainable review growth.
Most products will have buyers across all three camps, so focus your prompts on fans and satisfied customers. Balanced three- and four-star reviews can be very persuasive.
That’s what the rest of this guide covers—how to get more high-quality reviews, consistently.
We’ll walk through tactics you can deploy this week to increase the number and usefulness of reviews you receive.
You might not like this, but it’s what you have to do…
Many founders love building products. Fewer enjoy selling them—or asking for favors after the sale.
Asking for anything can feel awkward. Ask anyway.
Selling ethically simply means helping the right people discover a product that truly solves their problem. Reviews are part of that help—they signal quality and reduce buyer anxiety.
If your product delivers, customers will appreciate the nudge and often oblige. But you must ask.
If you don’t ask, most customers won’t think to leave a review—even if they’re thrilled.
A good cadence: confirm delivery, check for issues, then request a review.
Ideally, ask for a review shortly after the buyer has received and used the product long enough to form an opinion. That window varies by product.
Ask too early and they can’t evaluate. Ask too late and they’ve moved on. When you have no data, start with a few days post-delivery for simple products and 1–3 weeks for complex items, then test.
Marketplaces like Amazon routinely send timed reminders a few days after delivery to capture this sweet spot:
Customers don’t hate giving reviews—if you ask right
Approach review requests with care. Make sure customers have received the product, used it, and are satisfied before you ask.
The more delighted they are, the more likely they’ll not only leave a review, but leave a helpful, detailed one.
Start with a quick “everything go okay?” message. Resolve issues fast. Then follow with your review request for those who are happy or non-responsive.
How you ask matters. Clear, respectful, and concise requests dramatically increase response rates.
Tip #1 – Be appreciative: reviewers do this as a favor—to you and to future buyers. Say thank you up front, explain why their feedback matters, and acknowledge that their time is valuable.
Frame it as impact: their review helps improve the product and helps others make confident decisions. People are far more willing when the “why” is clear.
Many customers will leave a review when they understand it’s genuinely important to you and your community—gratitude goes a long way.
For example, RealSelf asks patients to share experiences to help others choose with confidence—making the request feel meaningful, not transactional.
Two smart lines you’ll often see in effective asks:
• …would love for you to share your experience…—signals appreciation and value.
• …your review will help others make informed decisions.—appeals to empathy and community.
Tip #2 – Make it simple: the more steps required, the fewer reviews you’ll get. Link directly to the review form on third-party sites and prefill what you can (stars, product name, order number).
If you’re collecting reviews on your site, let customers start by clicking a star rating in the email or SMS—then expand to the full form. This removes friction and sets expectations.
Tip #3 – Do NOT offer an incentive: paying for positive reviews—or offering rewards without clear disclosure—can violate platform rules and consumer-protection laws. It also erodes trust.
If you choose to offer a small, neutral token (e.g., entry into a sweepstakes or a future discount) to encourage feedback, make sure it’s allowed on that platform, never condition it on a positive rating, and require clear, conspicuous disclosure by the reviewer. When in doubt, skip incentives altogether.
The FTC has taken action against misleading endorsements and undisclosed incentives, so treat compliance seriously if you do business in the United States.
Tip #4 – Be clear about what you’re looking for: a single blank textbox yields vague reviews. Break your form into prompts, like quality, fit, shipping, packaging, setup, and customer service. Prompts lead to richer, more useful content.
Add a short note above the review box suggesting what to include: use case, time owned, key features used, pros/cons, and a photo or short video if possible. Visuals boost credibility.
Speaking of great reviews…here’s what’s in them
You can guide better reviews by prompting customers to cover specific topics. Most people don’t know what makes a review genuinely helpful.
Instead of “great product,” encourage specifics. Ask for context, use cases, and tangible outcomes. Here are prompts that work:
- Their background or situation (what they were trying to solve).
- Notable features or parts of the buying/using process.
- Overall impression with a few pros and cons.
- Whether they’d buy again or recommend it—and why.
When you send your request, say they can write freely, but suggest touching on the bullets above. Customers appreciate the structure.
Part #1 – A quick background: why they bought, who they are, and what success looks like. Similar readers will instantly relate.
Mentioning relevant experience adds credibility (e.g., “I’ve tried three competitors” or “I’m new to this category”).
Here’s an example:
Part #2 (optional) – A brief description of the product and buying process: shipping speed, packaging quality, setup, and first-use. These are real anxieties for online buyers.
They influence many purchases, especially for gifts or time-sensitive orders.
Your sales pages should communicate shipping clearly, but reviews confirm how it works in the real world—fast, accurate, and damage-free.
Multiple reviews saying the same thing builds trust quickly.
Part #3 – The overall result: what changed after using the product? Ask about specific features or benefits in your form (“How did you like the new non-stick surface?” or “Did the battery meet your expectations?”).
Targeted prompts yield richer details that drive conversions.
Part #4 – Would you buy it again? repeat intent signals loyalty and satisfaction. It’s a shortcut for readers scanning the page.
When customers say they’ll definitely buy again—or recommend to a friend—future buyers take that seriously.et automatic reviews with a system
Review collection shouldn’t be a once-in-a-while task. Build it into your post-purchase flow so every customer gets a thoughtful, well-timed request.
Use a simple, repeatable system to maximize positive, detailed reviews while catching issues early.
We already looked at Amazon’s basic playbook:
- Customer buys a product.
- Order is delivered and used.
- A review request arrives a few days after delivery.
They’ve tested timing at scale. You should test too—your audience and product category may require different delays.
What affects timing? Buyer expectations (younger audiences expect speed), delivery variability, and how long it takes to form a fair opinion (a frying pan vs. a 500-page book).
Timing tip: start with 3–5 days post-delivery for simple products, 7–21 days for complex or seasonal items. Test email vs. SMS, and add a second gentle reminder a week later.
How to get consistent results: use an autoresponder or marketing automation to trigger messages based on delivery status, not just order date. Route unhappy customers to support; send everyone else a friction-free review link.
After purchase, add buyers to a customer list segmented by product. Send a quick check-in first, then your review request with clear prompts.
Experiment with subject lines, send-times, and channels (email, SMS, in-app). Measure response and review quality—not just volume.
The best way to get great reviews if you’re starting from scratch
Every business faces unique review challenges, but the hardest moment is Day One—when you have no social proof.
Buyers hesitate to be the first. They want to see that others have purchased and liked the product. And people shy away from leaving the very first review unless they feel confident.
That’s why your earliest reviews matter most: they set the tone. Aim for honest, specific reviews—perfect scores aren’t required, authenticity is.
Do not get fake reviews: buying reviews is unethical, often illegal, and easy for platforms and shoppers to detect. It can torpedo your brand and trigger penalties.
Searching for “buy five-star reviews” will reveal shady services. Avoid them. They produce thin, generic comments that savvy shoppers—and algorithms—spot instantly.
Fiverr and other marketplaces actively clamp down on review manipulation, and platform policies (and regulators) keep getting stricter.
Even setting ethics aside, fake reviews don’t persuade. They lack detail, photos, and nuance—the exact elements buyers look for.
Earn your reviews the right way. Here’s a fast, reliable plan:
Step #1 – Pick a site to focus on: there are tons of third-party platforms. Start with the one most influential for your category: Google and Yelp for local, Amazon for physical products and ebooks, app stores for apps, niche directories for B2B (G2, Capterra, etc.).
Focus on one platform first to build momentum, then expand once you have traction.
Step #2 – Offer a free sample or product: you need to earn reviews from real users. Early on, consider offering a limited number of samples or discounts to get legitimate hands-on feedback—with clear disclosure and without requiring (or steering toward) positive ratings.
Small, disclosed incentives can kick-start volume where allowed, but always check platform rules first. Some (like Yelp) prohibit incentives entirely.
Wait, what? Didn’t we just say not to incentivize? Correct: undisclosed or positive-only incentives are a no-go. Transparent, platform-compliant sampling programs are different—and common in many categories.
Here’s an example of a natural-sounding disclosed review you might see from an early tester:
As one of the first customers to buy (product name), I received a free sample to test. I’m sharing my honest experience.
It arrived in three days in perfect condition. Setup was straightforward, and it’s worked as expected.
The standout for me is (feature)—it’s better than other (type of product) I’ve tried.
I’ll definitely buy again.
It’s not about perfection—it’s about authenticity, detail, and clear disclosure.
Step #3 – Provide instructions: don’t assume customers know how to review on each platform. Give step-by-step directions with a direct link to the right page and a reminder to add photos.
Even on well-known platforms, many people have never left a review before. Remove friction and you’ll get more reviews.
Step #4 – Make sure their experience is amazing: great reviews start with great experiences—before, during, and after the sale.
To earn great reviews, deliver a great end-to-end experience—product, shipping, support, and follow-through.
Think holistically about the journey:
- Branding and promise (set expectations honestly).
- Packaging experience (protective, easy to open, recyclable if possible).
- Shipping (speed, accuracy, proactive updates).
- Product quality and setup (clear instructions, quick start guide).
- Follow-up/customer service (fast, empathetic, solutions first).
Too many brands build a great product but drop the ball on communication or support—cue three-star reviews that say “product was fine, but shipping or service disappointed.”
Polish the whole experience and the quality of your reviews will follow.
One other great source of reviewers you should use
Starting from absolute zero customers? That’s tough—you need reviews to drive sales, and sales to drive reviews.
Paid ads can seed initial customers if you have budget and PPC chops. Content marketing works too, but it takes time. There’s another path: reach out to people already reviewing competitors.
Here’s the play:
Step #1 – Look for reviews of competitors: suppose you launched the best keyword research tool ever. You’ll want credible third-party reviews on your sales page.
Start by listing competing tools customers already know.
Search Google for “best (your product type)” to find roundups and category leaders.
You’ll often see expert roundups with multiple competitors listed. Capture the names and note which reviewers appear repeatedly.
Google now surfaces recognizable brand logos in some search features, which makes spotting popular options even faster.
This helps you quickly identify the tools people already trust and talk about.
Next, search for “(product name) + review” to find detailed write-ups by bloggers and publishers.
Build a list of reviewers. Prioritize those who write detailed, fair reviews, include screenshots, and update content regularly.
Step #2 – Contact the bloggers and make a proposal: generic pitches sent via contact forms usually get ignored. Join their email list to reply to a recent newsletter, or find a direct email and write a short, relevant note.
Important note: personalization wins. Reference a specific article or insight they shared. Keep it under 150 words and make saying “yes” easy.
If you can’t find an opt-in on the review page, check the homepage for a newsletter signup or social links.
You’ll usually find an obvious signup near the top or in the sidebar. Once you get a newsletter, you can reply directly.
When you have a direct line, send a concise pitch offering access, a demo, or a temporary license for an honest review—no strings attached, just a request for disclosure.
A template like this works:
Hi (blogger name),
I read your review of (competing product) and appreciated how deeply you tested it.
I just released a new keyword research tool called (product name). If you’re open to it, I’d love to give you a complimentary license so you can test it and share your honest take.
What makes it different: (feature X in one sentence). Happy to answer questions or do a quick demo.
If that’s of interest, I’ll send access right over. Disclosure is of course welcome/encouraged.
Thanks for your time,
(Your name)
You’re offering a sample to enable an honest review—not buying praise. Ask reviewers to include a disclosure (most do as standard practice).
Once a review goes live, quote short, meaningful snippets on your product page and link back, with permission.
The results you can expect: a popular publisher can drive serious sales and awareness, but they’re harder to land. Smaller, credible blogs are more accessible and still move the needle—especially when several publish around the same time.
Pursue both: pitch a handful of big names while building momentum with mid-tier and niche reviewers who speak directly to your audience.
Conclusion
If you sell anything online, treat reviews as a core growth lever. They influence ranking, conversion, and lifetime value—so don’t leave them to chance.
First, decide which platforms matter most and how you’ll capture helpful, detailed, recent reviews.
Next, bake review requests into your post-purchase flow—confirm delivery, resolve issues quickly, and send a friction-free ask with clear prompts. You’re not just collecting stars; you’re collecting useful insights for future buyers.
Finally, if you’re starting from scratch, use disclosed sampling where allowed and smart outreach to credible reviewers. Build authentic social proof early and keep it fresh as you grow.