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.

Displaying feedback for maximum impact: formats and placement tips

Our recent masterclass on “How to Display Feedback for Maximum Impact”explores strategies that turn customer reviews into conversions. We’ve also created a best practice guide packed with best practice and real life examples.

Collecting reviews is only half the battle. To turn trust into sales, you need to display feedback where it influences decisions most. Strategic placement and the right format can transform social proof into a powerful conversion tool.

This blog gives you the key takeaways from the Masterclass and Guide.

If you are wondering what types of feedback to display or where to place reviews on your website, the answer lies in matching the right format to the right stage of the buyer’s journey.

Choose the Right Format to Build Trust

Different contexts require different types of reassurance. A mix of quantitative data and qualitative stories works best:

Star Ratings: The universal trust signal. These are perfect for high-level reassurance on homepages or category pages.
Verbatim Reviews: Authentic text provides depth. Use these on Product Detail Pages (PDPs) where customers need detailed answers to specific questions like fit or quality.
User-Generated Content (UGC): Photos and videos build an emotional connection. 81% of consumers say visual UGC influences their purchase decisions more than brand imagery.
AI Summaries: For products with high volumes of feedback, AI can summarise key themes (like "fast delivery" or "true to size") to help customers make quick decisions without scrolling endlessly.

Place Feedback Where It Matters – how to turn reviews into conversions

Strategic placement acts as a nudge at every friction point in the funnel:

Homepage: Validate that your brand is trustworthy. Showcase service reviews, a carousel of top-rated products, or badges (like the Feefo Trusted Service Award) to encourage visitors to explore further.
Product Pages: This is where browsers become buyers. Display specific product reviews, UGC galleries, and keyword filters to act as the "source of truth" and answer pre-purchase doubts.
The checkout: With 70% of carts abandoned at checkout, this is the final hurdle. Reduce anxiety by displaying delivery speed ratings or service reliability scores right next to the "Pay Now" button.

Ready to optimise your feedback strategy?

Displaying feedback isn’t just about showing stars—it’s about understanding your customers and applying persuasion at the right points in the customer journey.

For a complete breakdown of optimisation strategies, including visual examples and a full implementation checklist, download our "Best Practice Guide: How to Display Feedback" or catch up on our masterclass to see these tactics in action.