In 2026, authenticity will be the single most important currency of trust.
Customers have grown sceptical of marketing spin. They want to hear from real people who’ve genuinely experienced your product or service. Genuine, verified reviews are a business essential, key to consumer trust and business growth.
At Feefo, every review is tied to a real transaction. That verified model ensures the feedback you display, and the insights you act on, are credible, compliant and actionable.
And as AI-powered search, shifting regulations, and consumer scepticism reshape how people discover and trust brands, verified reviews have become the language that AI and customers both believe.
Why Review Matter: Trends & What's Next
The world of discovery is changing.
AI Search like Google’s AI Overviews and ChatGPT now summarise relevant content instead of simply linking to it. These systems rely on signals of credibility, and verified or authentic reviews are one of the clearest. They prove your brand delivers what it promises.
At the same time, regulation has caught up. The UK’s Digital Markets, Competition and Consumers (DMCC) Act and the EU Omnibus Directive now make fake or incentivised reviews a legal risk. Feefo’s verified platform ensures every review is legitimate, traceable and defensible.
Verified feedback builds transparency, reinforces purpose, and connects your brand to the real experiences that define it.
Read on to discover 14 benefits of collecting Feefo verified reviews, backed by real-life examples.
1. Build trust through verified, localised proof
Customers don’t just want reviews; they want to read real reviews from people like them.
Operating across multiple European markets, WoodBlocX collects reviews through Feefo’s verified system in every country they serve. Their localised approach builds credibility wherever customers browse. This has led to a higher response rate than if they only asked for feedback in English.
- UK: 15% response rate
- France & Netherlands: 12%
- Germany: 10%
By tailoring review invites by region and language, WoodBlocX ensures every visitor sees proof that feels personal — not generic.
Read the full case study here.
2. Increase conversions and purchase confidence
Trust sells. When potential customers see verified, genuine experiences, hesitation disappears. After placing their Feefo rating beside booking buttons, First Intuition saw:
- 87% increase in conversions year-on-year
- 111% increase in visits to the “How to Book” page
- 18% lower bounce rate in one month
When trust is visible, confidence and conversions follow.
3. Boost credibility and reputation
Authentic feedback strengthens reputation far beyond your website.
After displaying Feefo’s verified reviews across its site and marketing channels, Discount Coffee benefitted from:
- 15% lift in conversion rates on pages with widgets
- 10% increase in organic traffic
- A successful pivot from B2B to B2C.
The brand’s reputation for transparency helped turn customers into repeat buyers.
See the full Discount Coffee story here.
4. Enhance engagement and response rates
Customers are more likely to leave feedback when it’s effortless.
When Not On The High Street (NOTHS) added Feefo’s In-Mail feedback form directly into their emails, response rates jumped:
- +88% uplift overall
- 92% completion rate once opened
- +25% higher open rates from better subject lines – thanks to the A/B subject line testing tool
“We were so excited to hear about and try In Mail to remove the friction of leaving a review with Not On The High Street and it did not disappoint! We are looking forward to rolling this out permanently as our primary method of collecting reviews.” — Lorin Minxhozi, Lead Product Manager, NOTHS
5. Reduce returns and improve product fit
Reviews add an extra layer of understanding that customer data alone can’t, especially wheny something isn’t working.
When Charles Tyrwhitt saw unusually high return rates on its boot range, a deep dive into customer reviews revealed consistent fit issues. This insight proved invaluable, enabling the brand to swiftly address the problem.
“We could see problems in the data, but only reviews explained why. We're excited to shout about how we're listening to our customers.” — Sara Hyams, Buyer, Charles Tyrwhitt
6. Platform trust & switching improves quality
Verified systems that enable authentic reviews help rebuild customer confidence and increase data integrity.
After switching from Trustpilot to Feefo, WWIIS doubled its review response rate. Customers trusted the process because only genuine buyers could leave feedback.
“With Feefo, we can identify every customer behind a review, which is critical for us as an insurance intermediary - it means we can address complaints properly, spot patterns, and improve for the future.” — >Alan Dean, Director, WWIIS
Get more details about how WWIIS achieved these results.
7. Build social proof and dwell time
Review readers are your best friends. They spend more time on site and they buy. Guests who read reviews on CV Villas’ site:
- Spent 3.7× longer on site
- Viewed 3.4× more pages
- Converted 3× more often than non-readers
Authentic feedback extends dwell time, deepens engagement, and signals trust to search engines.
Read the full case study here.
8. Improve ad performance with trust signals
It is widely understood that trust symbols positively influence buyers - thereby improving ad efficiency.
By integrating Feefo ratings into ads and landing pages, Happy Shuttle Cancun saw:
- 20% higher CTRs on ads featuring star ratings
- 12% lower cost-per-booking
- A visible uptick in return visitors
Reviews make ads feel safer, more personal, and more clickable.
9. Inspire innovation through authentic feedback
Feedback fuels innovation - highlighting not just issues, but opportunities.
She Grows Veg used Feefo reviews to shape new online content and refine their packaging after noticing recurring customer suggestions.
The feedback inspired new how-to resources and social tutorials, driving higher satisfaction and community growth.
Authentic insights help companies deliver innovation that customers actually want.
Learn more details about how She Grows Veg used feedback to drive product development.
10. Amplify loyalty and advocacy
Happy customers don’t just return, they recommend.
Cruise Unique uses Feefo reviews to highlight service excellence and personalise communications.
By responding to every review and sharing real customer stories, they turned high satisfaction into active advocacy and repeat bookings.
Find the full case study here.
11. Reduce support costs with faster insight
Reviews surface small frustrations before they become expensive issues.
By monitoring review trends, The Pinball Company identified recurring delivery concerns and adjusted its logistics partner.
Complaints dropped 25% in one quarter, and satisfaction scores rose.
Listening early always costs less than fixing late.
Read more about how The Pinball Company partnered with Feefo to improve customer satisaction here.
12. Drive sustainability and ESG alignment
Every review can create impact when tied to purpose.
Outsource UK joined Feefo’s Treefo initiative, funding a tree planting project for every review.
- Response rate up 320% year-on-year
- Positive sentiment +22%
- Treefo featured in new client pitches
“Treefo gave us a way to turn every review into something bigger — a tangible, positive impact. It’s helped us stand out in pitches and sparked conversations we wouldn’t have had otherwise.” — Ellie Ford, Comms & Marketing Manager, Outsource UK
Purpose and participation now grow together.
More about Outsource and Treefo here.
13. Stay compliant and transparent
The DMCC Act and EU Omnibus Directive make fake reviews a legal risk.
Feefo’s closed-loop verification protects your business by proving every review comes from a verified customer. Safeguarding both your reputation and compliance.
Transparency is no longer optional; it’s a legal requirement and needs to be at the heart of strategic decisions.
14. Create marketing content that’s real and relatable
Authentic customer voices are way more effective than any marketing spiel.
Belledorm used Feefo’s verified platform and AI Replies to respond thoughtfully at scale. Results included:
- 83% increase in conversion rate
- 18% lift in average order value
- 43% boost in return on ad spend
They also turned recurring feedback around sustainability and packaging into campaigns, new product lines (e.g. bamboo bedding) and messaging.
“We know the impact of verified reviews and how consumers buy. It’s extremely powerful, a lot of products on the web you don’t get to see what real users’ experiences were - but with Feefo reviews you can see genuine reviews from customers directly next to products.” — Abhishek Ruia, E-Commerce Manager, Belledorm
Using customer language, not marketing language, makes promotions feel more genuine and persuasive.
Get the full Belledorm success story here.
Conclusion
Collecting real reviews is about more than chasing stars — it’s about understanding people.
It’s how you learn, improve, comply and connect in an era where both AI and audiences demand authenticity.
From higher conversions and lower support costs to innovation and sustainability, verified feedback is the engine of growth in 2026 and beyond.
