Consumers are increasingly relying on reviews to guide their purchase decisions, with 85% trusting online reviews as much as personal recommendations. Reviews have become a vital decision-making tool for customers, particularly as living costs remain high and there’s a need to remain cautious with spending. Authenticity is at the core of this trust, so genuine feedback is a critical component of any brand’s strategy.
Why authentic reviews matter
We know that customers are more likely to return to brands that they trust, and 54% of people say they are more likely to make repeat purchases when they feel personally valued by a brand. Authentic reviews form the foundation of this trust, while false or biased reviews risk undermining a brand’s credibility and alienating customers.
Transparency builds confidence
Customers want brands to be clearer about their stance about issues that matter to them. We’ve seen a 29% increase in reviews mentioning trust and authenticity, showing that consumers are seeking honest and open communication – and ultimately, a stronger value exchange.
The value of verified reviews
70% of UK consumers trust reviews more when they know they’re from verified customers; so, it simply makes sense to highlight your commitment to providing authentic and trustworthy customer experiences.
Navigating a value-driven marketplace
Economic pressures mean consumers are spending less, and when every transaction is carefully considered, consumers look for proof of value and trustworthiness. Authentic reviews offer the transparency they need to make informed decisions, helping brands demonstrate their reliability and commitment to quality.
Authenticity drives connection
Reviews are more than a compliance requirement – they’re a way for brands to connect with their customers. By encouraging honest feedback and prioritising genuine interactions, brands can create stronger, more meaningful relationships. The benefit? Customers who feel heard and valued are more likely to become loyal advocates, which is critical for long-term success.
Best practices for collecting reviews
When you’re thinking about your review strategy, large numbers of good reviews are going to be your main goal. And of course, that should be your focus, but those great reviews should be an organic result of the service and products that you offer, rather than trying to convince customers to talk positively about your brand. To ensure you’re getting the most accurate reviews, here’s a few dos and don’ts for your review collection strategy.
Avoid collecting reviews from staff, friends, or family
As a consumer, would you trust a review if you knew it was written by someone with a personal connection to the business? Perhaps, but the likelihood is that you’d take the rest of the reviews with a pinch of salt, expecting that they’re a bit more positive than other reviews. Focus on collecting reviews from genuine customers, who provide authentic feedback. Your future customers are more likely to trust them.
Collect from all customers – not just the ones that will leave great reviews
For the same reasons, make sure that you’re sending feedback requests to all customers, not just the ones that you know will leave good reviews. Our research suggests that 96% of customers actively seek out negative reviews before they purchase, so displaying only five-star reviews may seem suspicious, and encourage them to look elsewhere.
Rather than avoiding the negative reviews, embrace them – they’re giving you an opportunity to showcase what you do when something goes wrong. We’ve talked about how to deal with negative reviews before, and having a strategy for negative reviews can help you deal with them quickly and effectively.
Ensure customers write their own reviews, in their own time
It can be tempting to tell customers “the sort of thing” that others say on their reviews, or to ask them to leave a review before they leave your premises, so you know it is done. You might consider asking customers to leave feedback immediately to guarantee it's done, but is that the best time for the customer to leave feedback?
If customers aren’t ready to provide feedback, (since they won’t have had time to reflect on the experience they’ve received) or they’ve felt pressured to leave a review, that could be bad news for you. They’re more likely to talk about the pressure to leave a review to friends, family, and online, rather than the product or service they received.
Keep reviews specific
There may be times – such as when you’ve stocked a product that’s been on the market for a while – that you need reviews to encourage customers to buy from you, rather than a competitor. There are ways that you can populate those product listings with verified feedback. Syndicated reviews from our network can give you fresh, genuine reviews immediately. When eBuyer switched to Feefo, we provided 60,000 reviews within 72 hours through Syndication.
The most important time to have reviews in place is the launch of a new product. It can be tempting to ask friends and family to write reviews to boost your volume of feedback for launch. While friends and family can provide initial feedback, it is better to collect impartial feedback to share. Products like review boost can help you collect authentic reviews before the launch of a new product. Participants in our trusted tester network test your product, and provide feedback – giving you genuine, authentic reviews needed to maximise sales.
Choose incentives cautiously
Offering monetary incentives, giving discounts, or free products in exchange for leaving reviews has been frowned upon for quite some time now – as the Which? Tackling Fake and Misleading Reviews report showed. Amazon has been penalising marketplace sellers that incentivise reviews since 2016, and other sales platforms have similar rulings.
If you’re struggling with low response rates, how can you encourage customers to leave reviews? Knowing that their review makes a difference can help, which is why we developed Treefo. Our initiative funds planting projects for each review collected. So, customers have a little extra reason to leave a review (and to feel good about doing so!) and you benefit from increased feedback as well as showing you care about the environment.
How Feefo helps maintain review integrity
We’re committed to ensuring that every review collected through Feefo reflects genuine customer experiences. As an invitation-only review platform, only verified customers (that is, those who have made an actual purchase or used a service) can leave feedback. This eliminates the risk of fake or unverified reviews, offering consumers confidence in the authenticity of the information they rely on when making purchasing decisions.
To further uphold integrity, we employ advanced compliance measures, including automated algorithms and manual checks, to identify and address suspicious activity. That can include issues such as reviews written by staff, data inconsistencies, and incentivised feedback. Our processes protect the trustworthiness of the platform and safeguard the reputations of the brands who partner with Feefo.
Benefits of following best practices when collecting reviews
Adhering to best practices when collecting reviews delivers numerous advantages for brands, including:
- Customers are more likely to engage with a business they trust: Authentic reviews reassure potential buyers that feedback is genuine, increasing confidence in your brand and products.
- Enhance credibility: Transparency in review collection practices shows customers you value honesty and integrity. This strengthens your reputation and sets you apart from competitors.
- Boosts conversion rates: 70% of consumers trust reviews more when they know they are genuine, so shoppers are more likely to purchase from brands that collect verified reviews.
- Encourages customer loyalty: Customers who feel their opinions are valued and heard are more likely to return. Following best practices helps you to build a better relationship with your customers, leading to repeat business.
- Improved business insights: Genuine feedback gives you data with integrity, so you can clearly understand what’s working and where improvements are needed.
- Safeguards against compliance issues: By not incentivising reviews or cherry-picking positive feedback, you reduce the risk of penalties or reputational harm.
- Greater advocacy and better word-of-mouth: Customers who trust your brand are more likely to recommend it to others. Best practices in review collection help build a loyal base of advocates who amplify your brand’s message.
Prioritising genuine customer feedback helps you to create a transparent, trustworthy foundation that drives both the short-term success and long-term growth of your business.
Final thoughts
Collecting authentic, meaningful reviews isn’t just about building a strong reputation; it’s about creating lasting relationships with your customers. When brands prioritise transparency, integrity, and trust, they not only improve their chances of converting new customers, but also lay the foundation for long-term loyalty and advocacy. Authentic reviews help businesses better understand their customers’ needs, address potential pain points, and deliver exceptional experiences that keep people coming back.
If you’d like to know more about collecting reviews with Feefo, Syndication, or Review Booster, or you’re looking for guidance on review best practices, we’re here to help. Whether your questions are around improving response rates, ensuring compliance, or building trust, get in touch and we’ll help you ensure your review strategy works hard for your business.
