Why do my feedback requests get ignored?

Most customers are overwhelmed with requests to rate everything. If your survey feels long or irrelevant, it becomes a chore. Keep it short, purposeful, and easy to complete.

How many questions should I include in a feedback request?

Aim for five questions or fewer in your initial survey. You can follow up later with more detailed questions for engaged customers.

What makes a good feedback question?

Specificity is key. Avoid vague questions like “How was it?” Instead, ask targeted questions such as: “Did the item fit as expected?” or “Was the checkout process smooth?”

How do I decide which questions to include?

Every question should earn its place. Ask: Does this inform a business decision? Will it help future customers? Can we act on the response? If not, cut it.

How can I improve survey open rates?

Your subject line matters. Make it clear, relevant, and personal: “Sarah, how did your booking go?” or “Tell us what you thought of your new boots.” Skip clever wordplay — clarity wins.

Building Trust Beyond Your Website

Beyond the website – why social proof must be omnichannel

Social proof is more than your website. Learn how to use reviews and UGC across social media, offline channels and beyond to build customer trust.

Our latest Masterclass on “How to Display Feedback for Maximum Impact” explored strategies that turn reviews into conversions. We’ve also created a Best Practice Guide packed with real-life examples and implementation tips.

Most brands treat customer reviews as fixtures of their website – widgets that sit quietly on a product page. But your customers don’t live solely on your website. They discover you on social media, in their inbox, and in the physical world.

To build true brand authority, your customer review and social proof strategy needs to go omnichannel. Here is how to extend the influence of your customer feedback beyond the "Add to Cart" button.

Leverage user-generated content on social media

Authentic stories persuade better than polished marketing. In fact, 79% of consumers say user-generated content (UGC) impacts their purchase decisions more than brand content.

Integrating authentic customer photos and reviews into your social channels creates a sense of community that drives action. Brands that seamlessly showcase this content see measurable results:

Up to 35% longer engagement on homepages.
Up to 30% higher conversion rates from product pages to cart.

Bring trust signals to offline channels

Digital trust signals work in the physical world too. With 98% of people exposed to Out of Home (OOH) advertising, and 33% trusting it implicitly, offline channels are prime real estate for reviews.

Consider adding star ratings and testimonials to:

Print ads and TV commercials to validate your claims immediately.
Point of Sale (POS) displays to reassure shoppers in-store.
Product packaging to reinforce the decision post-purchase.

Create a consistent trust journey across all touch points

Whether a customer finds you through an Instagram ad, a billboard, or a Google search, the message should be the same: people trust your brand.

Want to see examples of brands doing this successfully? Download our Best Practice Guide: How to Display Feedback or catch up on our masterclass to learn more about successfully integrating social and UGC online and offline.