Tips for getting customer reviews

Getting good customer reviews is a bit like receiving applause after a performance: it reassures, validates, and most importantly... it builds trust with your customers and boosts your sales. However, collecting reviews can quickly become a time-consuming headache. Between ignored follow-ups, poorly designed processes, and user fatigue, how can you encourage customers to leave reviews without being intrusive? Here are some concrete ideas, designed for online stores and easy to implement.

Why are customer reviews vital for your ecommerce site?

Before getting to the heart of the matter, let's take a look at why customer reviews are so strategic for an online store. First of all, positive customer reviews reassure visitors, especially those who don't know you yet. Positive feedback then acts as social proof: if others have bought and enjoyed the product, new customers will be more likely to do the same.

That being said, customer reviews not only help boost your sales but also contribute to search engine optimisation (SEO). Product pages with fresh and relevant content are among the best SEO practices that increase the visibility of your ecommerce site on Google. Customer reviews can also be useful for improving your products, customer service, or even the shopping experience as a whole.

A study by the Spiegel Research Center showed that the presence of customer reviews can increase the conversion rate by 190% to 380%, depending on the type of product. The power of customer testimonials is thus far from anecdotal.

Make the customer review process as smooth as the purchase process.

Leaving a review of a purchase made online should be as simple and effective as possible. If the customer has to log in again, fill out a long form, or search too long for the place to leave a comment, they will give up.

Reducing friction and simplifying this action is therefore crucial. Including a "Leave a review" button on the order confirmation page, or in the customer area, is a good first step. Automatically sending an email a few days after receipt of the package (with a direct link to leave a customer review) also increases the chances of a response.

Another element that can make a difference: limit the customer review to its strict minimum. A simple rating out of five, accompanied by an optional comment, is not only sufficient but also allows you to get more reviews.

Reward without corrupting: the art of encouraging authentic feedback

Offering a reward, such as a discount on a future order, can boost the participation rate. Be careful though: this is not about "paying" for a good review. This reward should be presented and thought of as a way to thank your customers who take the time to write a comment.

For example, a message like "5% off your next order in exchange for your feedback" is often well received. The rewards can also take the form of an entry into a prize draw, free shipping or a voucher valid for a limited period.

Subtlety is required here so as not to force your customers' hand, or to influence the content of the review.

A review, yes… but to get to know you better

The tone used to ask for an opinion can change everything. If the request is phrased as a favor or a helping hand to improve services, the customer will feel valued, not solicited.

Phrases like "Your opinion helps us to serve you better" or "Help other customers make the right choice" transform the favor asked into a useful and legitimate gesture. This type of communication gives meaning to the customer's action and increases their chances of responding positively.

Ask the right questions for more useful feedback

Rather than asking for a classic opinion, offering a mini questionnaire can be more relevant. This allows you to guide the customer while gathering the qualitative and quantitative data that interests you!

A small form with 3 or 4 questions may be enough, for example: "Does the product meet your expectations?" “How would you rate the delivery speed?", or "Would you recommend our store to a friend?"

As a bonus, this feedback can also inform internal performance indicators, not just the product listing.

The right message at the right time: the importance of timing

The timing of the request is as crucial as its wording. A review requested before the package has even arrived, or too long after, is unlikely to be given.

The ideal is to schedule a first review request email between 3 and 5 days after the delivery is received. If there is no response from the customer, another reminder can be sent a week later, without excessive insistence. For your most loyal customers, an overall feedback on the experience can be sent once or twice a year.

To help you in these tasks, there are many PrestaShop modules that can automate this process and offer you other useful features.

Conclusion

Obtaining customer reviews shouldn't be a chore, either for the customer or for the manager of an online store. With the right tools, the right timing and the right messages, this process can become natural, fluid, and highly beneficial for your online store. Customer reviews are not just a final goal; they are a dynamic resource that helps an online store grow and evolve... with the support of those who keep it thriving.