Customer Reviews on the Website — Why Are They So Important?

Reading reviews and opinions online is a key factor for many customers when deciding to purchase a product or service. Often, the opinion of an ordinary user can be more persuasive than an expensive advertisement.

Whether you run a large enterprise or a small, one-person business, maintaining good reviews is a cornerstone of your success.

Why Are Customer Reviews Important?

Many consumers, when searching for the right product or service, are unsure which type or model to choose in the end. It is much easier to check the opinions of previous users than to analyze every feature in detail or acquire complex technical knowledge. They want to believe that someone before them faced a similar problem, found a solution, and is satisfied with that choice, meaning they carefully considered their decision and had good reasons to opt for this particular company’s offer. Special trust is inspired by close acquaintances and people associated with expert knowledge – doctors, pharmacists. In recent years, the voices of bloggers and influencers who test, review, and advise have also become very influential.

Gathering customer reviews is especially important for companies with low brand recognition. The largest global corporations don’t need to introduce their products or business profile. However, a small, one-person business without online reviews often remains invisible despite great potential. Reviews help build trust in the company and establish a connection with the customer. Statistical studies show that the average consumer reads about 10 reviews before trusting a company. 

Where to Collect Reviews?

You can collect customer reviews through many different portals and dedicated plugins. Of course, the easiest source is social media. Users not only eagerly comment on interesting posts but also leave reviews and impressions visible later to other fans. A very convenient place to gather reviews is the Google Business Profile, known as Google My Business. Professional portals such as Opineo and industry-specific platforms like Booking also serve as places to share feedback. E-commerce platforms like Allegro or OLX enable leaving reviews both about the transaction process and specific products.

How to Obtain Customer Reviews?

As is well known, it is easiest to receive unwanted, negative reviews. Often, customers post their assessment emotionally, for example, if their shipment was damaged, without waiting for the outcome of a complaint procedure. Such reviews should be accepted with humility—apologize, offer a solution, and try to learn a lesson. If the negative review is well justified and indeed points to an existing problem within the company, take a closer look at your processes and try to improve them.

Take a proactive approach towards your customer. Wait 2-3 days after delivery or service completion, then send an email or SMS asking for a review, including a link to the portal where you want to collect feedback. This motivates the customer to share their impressions and shows that feedback is valued and desired. To make the review process easier, you can place a widget on a visible spot on your website that directs users to the review application. The process works best when it’s not too complicated. Ideally, a single click should take the user to the right place.

To further encourage leaving a review, prepare a discount code or additional loyalty points for those who review their order. To generate extra traffic, use social media as well. Ask your fans to write a short review of their favorite product and offer an attractive prize. This way, you’ll gain not only additional reviews but also website visits, comments, and likes, helping you attract new followers. Customer reviews are not limited to long descriptions—they can also be video recordings, photos, or graphics.

Summary 

Not all reviews you receive will be purely positive. Negative reviews from disappointed consumers expressing complaints or frustration will also occur. Try to respond to them politely and professionally, ask for more information, and solve problems whenever possible. Even from these uncomfortable reviews, you can gain a lot for your business—up to 97% of consumers read company responses to posted comments and appreciate when a company says “sorry.”