Consumers don’t just browse—they investigate. Before clicking “buy,” they want proof. Not from brands, but from people like them. That’s why customer reviews have become one of the most powerful tools in a marketer’s arsenal. They build trust, reduce friction, and drive conversions.
But not all reviews platforms are created equal. If you’re a marketer looking to switch providers — or finally invest in one — it’s worth taking a step back and asking: what should review management software actually do for you?
This guide walks you through the key considerations to help you choose a platform that’s right for you. At Feefo, we believe customer feedback should be about more than collecting stars — it should deliver real value across your customer journey.
Collecting customer reviews: make it easy, make it scalable
The best reviews management software make it effortless for customers to leave feedback. That starts with offering multiple collection paths. Whether it’s post-purchase emails, SMS prompts, Whatsapp or QR codes on packaging, , flexibility is key. The more options you give, the more likely customers are to respond.
Timing matters too. Asking for a review right after delivery, or following a positive support interaction, increases the chances of getting authentic, relevant feedback. Our data backs this up – with the the highest service responses happening within 15 hours of the experience. And having the option of asking for product and service feedback at the same time or separately makes your life easier and your customer more likely to respond.
Automation plays a big role here — triggered requests based on customer milestones can keep your review pipeline flowing without manual effort.
Display options: turn reviews into revenue
Once you’ve started to collect customer reviews, you need to put them to work. A good customer feedback platform makes it easy to showcase reviews across your website, product pages, landing pages, and even in paid ads. Whether it’s a carousel of testimonials, a star rating badge, or a dynamic widget that updates in real time, reviews should be visible where they matter most.
This isn’t just about aesthetics. Reviews reduce bounce rates, increase time on site, and give hesitant shoppers the confidence to convert. They’re not just social proof — they’re conversion tools.
And don’t forget offline. Printed review snippets or QR-linked feedback can extend trust signals beyond the screen.
WoodBlocX chose Feefo as their customer reviews platform as it would enable them to scale their feedback collection and display, which in turn has increased their reach across social and search.
They use their customer feedback and user-generated content in print ads, design packs and social content – turning feedback from customers into marketing and sales tools.
Data integrity: trust starts with authenticity
Consumers are savvy. They can spot fake reviews — and when they do, trust evaporates. That’s why your customer reviews platform must have robust verification processes. Whether it’s confirming purchases, linking to verified profiles, or using moderation tools to weed out suspicious activity, authenticity is non-negotiable.
Platforms should also comply with data protection regulations like GDPR. You’re not just collecting feedback — you’re handling customer data. Transparent privacy policies and secure data handling aren’t just legal requirements; they’re part of building long-term trust.
When your reviews are real, your reputation is protected.
Feefo has championed invite-only customer reviews since inception and continues to only collect reviews from genuine purchaser or users. If you’re concerned that your current reviews provider is collecting fake reviews – and falling foul of the new DMCC Act – it might be time to review other options. Read our take on the act and why authenticity is integral to our platform.
Insights & analytics: reviews as a source of truth
Customer feedback isn’t just for show — it’s a goldmine of insight. The right customer feedback and insights platform will help you tap into that. Sentiment analysis, keyword tracking, and trend identification can reveal what customers love, what frustrates them, and what they’re saying about your competitors.
This kind of insight can inform everything from product development to messaging strategy. If customers consistently praise your delivery speed but complain about packaging, that’s actionable. If they use certain phrases to describe your brand, you can mirror that language in your ads.
Charles Tyrwhitt recently identified a high returns rate on boots. As a business that has always understood customer feedback to be integral to product improvement, they used reviews from customers to identify a fit issue, which they were then able to resolve. Learn from Charles Tyrwhitt's innovative approach.
Reviews are the voice of your customer. Listen closely.
Integration & workflow: fit into your stack
Your reviews platform should work with your existing tools, not against them. Seamless integration with your eCommerce platform, CRM, email marketing system, and analytics tools means reviews become part of your workflow—not another silo.
Whether you’re using Shopify, Magento, Klaviyo, or HubSpot, your customer feedback platform should plug in easily. API access is a bonus, giving you the flexibility to build custom experiences or automate reporting.
When reviews are integrated, they become a living part of your marketing engine.
Curious how Feefo compares to your current provider? Explore our platform or book a demo today.
Customer Support & onboarding: help when you need it
You’re busy. You don’t have time to wrestle with clunky interfaces or wait days for support. A good customer reviews provider offers responsive customer service, clear documentation, and onboarding support to help you hit the ground running.
Whether you’re migrating from another platform or starting fresh, the setup should be smooth. And if you run into issues, help should be a chat or call away — not buried in a help centre.
Great support should be a core part of your experience, not a nice-to-have. Happily, our support team is consistently rated highly on G2.
Price: value beyond the stars
Customer feedback platforms come in all shapes, sizes, and price points. The top consideration should be transparency. You should know exactly what you’re paying for, with no hidden fees or surprise limitations.
Reviews can shorten the path to purchase, increase conversion rates, and reduce returns. They can also improve customer retention and fuel better marketing decisions.
If a single review helps close a £200 order, imagine what 500 recent reviews could do. The right platform doesn’t just pay for itself — it drives growth.
Feefo has pricing tiers to support various business sizes, from scale ups to enterprise. Compare the features in our packages to see what is right for your business.
Platform Security
A review platform is going to hold your customers personal data, so it’s really important that you do your due diligence. You don’t necessarily need to understand everything about security, but the platform should have a strong data protection policy.
As a minimum, you should look for:
- References to GDPR compliance
- Certifications such as BSI Certificate ISO 27001
- Multi-Factor Authentication
- Identity Provider Single Sign-On
- Encryption for sending of data – HTTPS, TLS, and AES-265
- Transparency around updates to infrastructure
If in doubt, ask questions to the company before making your decision – they should be happy to give you a simplified account of how your data is secured.
Choose a platform that works as hard as you do
Reviews are no longer just a post-purchase afterthought. They’re a strategic asset — one that builds trust, drives conversions, and delivers insight. But to unlock that value, you need the right feedback platform.
So, take a moment to assess your current reviews strategy. Are you collecting enough feedback? Are you showcasing it effectively? Are you learning from it?
If not, it might be time to explore a customer reviews platform that’s built for you — one that turns reviews into results. And acts as a partner, not just a provider.
Ready to rethink your reviews strategy? Have a chat with us and see how Feefo can help you build trust, boost conversions, and grow smarter.
